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Searching for rituals: Unpacking The Cutback's new report on the commercial future of women's football

A closer look at The Cutback's new report From visibility to viability: A blueprint for the next phase of women’s football

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Callum McCarthy
Jun 02, 2026
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Lyon and Barcelona fans at the 2026 Uefa Women’s Champions League final. Credit: Getty Images

My mum loves Watford Football Club. They don’t love her back. She goes anyway.

We always meet at the same place and time before home games: Charlie’s Cafe, 90 minutes before kick-off. She wants to be in her seat by the time they play Your Song by Elton John over …

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