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The Women's Ledger — Edit 3 | The Pyramid
Three rulebooks, four divisions, one women's team — and why promotion can change how its revenue counts.
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The Women's Ledger
The business of women's football
Edit 3 · Fortnightly · By The Pyramid
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Welcome back.
Four stories this fortnight, led by a regulatory difference that only becomes apparent when the Premier League, Championship and lower EFL rules are read together. The Independent Football Regulator also published its draft State of the Game report this week, bringing renewed scrutiny to the treatment of women's football businesses within men's club finances.
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The Lead Story
Could Football's Differing Financial Controls Discourage Investment in Women's Teams?
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Three rulebooks, four divisions, one women's team.
The Premier League can count qualifying women's-team revenue on a gross basis. The Championship counts qualifying sponsorship but excludes women's-only matchday, broadcasting and central distributions. League One and League Two exclude revenue attributable to the women's operation, including its share of a joint commercial agreement.
The consequence is stranger than the rules. A women's team can keep the same sponsors, supporters and ambitions, yet find its revenue treated differently because the men won promotion. Three separately developed frameworks have produced a divergence that raises real questions about investment incentives further down the pyramid.
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Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
The Women's Ledger — Edit 3 · Also in this edition
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Also in this edition
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It's Not Just Birmingham City's Men Attracting Sporting Royalty
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Karen Carney began her career at Birmingham and won the Women's FA Cup there in 2012. In February she joined an investor group alongside former tennis world number one Kim Clijsters when the club's owners restructured the women's operation. Knighthead-affiliated Shelby Companies acquired 97%; the outside investors took the remaining 3%. Three months later, Birmingham won WSL2.
The transaction placed the women's team under a separate ownership structure while bringing in investors with a direct interest in its future. The financial terms of their individual investments have not been disclosed.
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The Loophole Is Closed. Will Clubs Still Fund Their Women's Teams?
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Chelsea recorded a £198.7m profit on the £200m disposal of its women's-team subsidiary to another company within the same ownership group. The transaction remained subject to Premier League fair-market-value assessment. In 2024/25, Chelsea Women reported £21.3m in revenue and a £17.1m loss while winning a domestic treble.
The Premier League's new financial framework excludes the relevant disposal gains but recognises qualifying women's-team revenue. Women's operating costs do not form part of regulated men's squad expenditure. The potential incentive has shifted from a one-off transaction towards the continuing commercial activity of the women's operation.
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Women's Football's Pay Divide: A Billion-Dollar Industry Paying $480 a Month
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FIFPRO's new global employment report draws on responses from around 800 players across 30 leagues. Average monthly club pay is $2,601, but the median is considerably lower at $1,669.
Forty-nine per cent of respondents said they were considering leaving football early. Of those, 59% cited financial reasons and 46% psychological stress. Only 56% of surveyed players had a formal employment contract.
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Read the full story →
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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
The Women's Ledger — Edit 3 · If you missed Monday
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If you missed Monday
Edition 13 · 12 October
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A heavy week at the top and the bottom of the pyramid. Gateshead agreed a sale to an American investment group that specialises in businesses in trouble, days after their principal shareholder walked away and the September wages went unpaid — and with four points from thirteen games. Manchester City lodged their appeal, and most of the coverage settled on a verdict by Christmas, which isn't what the rules actually say. The FA fined Southampton's Tonda Eckert £28,000 over Spygate and suspended his ban, in a season where promotion from the Championship was worth an estimated £205m to Hull and £210m to Middlesbrough. Dale Vince decided Forest Green don't need a manager at all. And we announced our fifth club partnership, at Cheltenham Town.
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Read Edition 13 in full →
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That's Edit 3.
If there's a club whose numbers don't add up, an ownership structure worth unpacking, or a filing you think we should be reading, hit reply and let me know.
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Arthur Lewis
The Women's Ledger
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