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

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 …