Expected Goals

Unofficial Partner
  • 5.0 (17)
  • FOOTBALL
  • UPDATED WEEKLY

Expected Goals leads the business conversation for women's football. It is a must-listen for anyone riding the women's football wave - both those investing in it and those who want to understand the dynamics of the business underpinning it. It is hosted by journalist and football business analyst Matt Cutler, best known as the writer, producer and presenter of breakthrough sports business podcast documentary The Pirates vs the Premier League, and a rotating cast of co-hosts who have been at the forefront of women's football's growth and commercialisation.

  1. 15/10/2025

    Q&A: Where players want to play, WSL attendances and Brazilian soccer

    Welcome to the second edition of our fortnightly podcast dedicated exclusively to answering YOUR questions! This week Matt is joined by Adrian Jacob to tackle what league you’d ideally play in if you’re one of the best players in the world; whether enough gameweeks have now passed for the WSL to be worried about attendances; and how Brazilian football can get out of mindset of hosting women’s games behind closed doors. If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    34 min

  2. 08/10/2025

    How are majority investments into "decoupled" clubs structured?

    Matt is joined this week by Adrian Jacob, Head of Football at World Sevens and former Chairman and Executive Manager at Chelsea Women. And on the agenda is investment and the global calendar. Given there’s been several majority acquisitions made into women’s football clubs attached to men’s teams in the last month, what’s the best working structures for the men’s and women’s teams to operate in perfect harmony? And with another competition - the Women’s Champions Cup - confirmed for London at the start of next year, how do we know when we have reached peak women’s football in the global calendar? The article Matt references about decoupling women's team's can be read here If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    47 min

  3. 24/09/2025

    Q&A: Drinking in seats, betting sponsors and publishing models

    Welcome to our new fortnightly podcast dedicated exclusively to answering YOUR questions! This week Matt is joined by Charlotte Thomson tackling whether drinking alcohol in your seat is having any tangible impact; yes or no to betting sponsors in women’s football; and the commercial publishing mechanics for dedicated women’s sport media platforms. If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    50 min

  4. 17/09/2025

    So then...where's this Lionesses "bump"?

    Today's episode of Expected Goals is the first of a new era for the podcast as Matt is joined by the first of his set of new rotating co-hosts. And it is Charlotte Thomson - a fountain of knowledge in brand positioning, sponsorship and fan culture - who is in the (other) hotseat. Most recently Charlotte was Head of Women's Football at COPA90, and she's been on the inside of various football rights-holders and media institutions including The FA and talkSPORT. And there are two topics on the agenda: are we seeing a Lionesses bump in English football - and if not, why not - and with a number of new brands coming into European top-tier women's football at a federation, league and club level, have rights-holders finally cracked the unbundled sell? If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    53 min

  5. 28/08/2025

    Some MAJOR Expected Goals news...

    In this week’s Expected Goals Maggie and Matt give some exciting updates about the future of Expected Goals - which if you’ve been reading the news you might be expecting! There's also a case study on NWSL expansion franchise Bay FC, and they step outside their bubble for a listener question about what football might learn from the current Women’s Rugby World Cup taking place in England. If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    51 min

  6. 20/08/2025

    Lots of investment conversations, not many deals - here's why

    As another major fund to buy women’s football teams launches, Maggie and Matt ask the question: why haven’t we seen any news of deals closing? They also analyse the English Football Association's new National League strategy for the women’s game, and see what impact it will have for club football outside the top-tiers, and answer a listener question about scheduling for this coming WSL season: will it prevent fans of WSL2 clubs from following the top-tier? Here is the Financial Times article Matt references If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    52 min

  7. 13/08/2025

    What drives more sponsorship revenue for clubs - standalone or bundled deals?

    Off the back of a new NWSL club sponsorship report that found the NWSL’s 14 clubs generated $75 million in sponsorship revenue for the 2024 season, Maggie and Matt compare and contrast and see where WSL clubs benefit and are restricted by being part of a men's team's sponsorship proposition. Matt also tweaks his ranking of the factors influencing someone’s decision to attend a women’s football game - based on listener feedback - and they answer a listener question about what clubs should be doing via the media to build loyalty beyond the Lionesses bump. This is the Southampton FC season ticket video Maggie references is in the podcast. If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    51 min

  8. 06/08/2025

    The price is WRONG - why WSL tickets are too cheap

    Maggie and Matt are back! And with the domestic European football seasons less than a month away now, they look at how WSL clubs are looking to benefit from the Lionesses bump with season ticket on-sales. All of which leads to one key question: are tickets too cheap? They also mark UEFA's report card for the 2025 Women's Euros, and have a bit of fun discussing some of the weird and wonderful prizes women's teams and players have been given over the years. If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable. Expected Goals is an Unofficial Partner production. Get in touch by emailing matt@unofficialpartner.co.uk Learn more about your ad choices. Visit podcastchoices.com/adchoices

    56 min
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Trailer

5
out of 5
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About

Expected Goals leads the business conversation for women's football. It is a must-listen for anyone riding the women's football wave - both those investing in it and those who want to understand the dynamics of the business underpinning it. It is hosted by journalist and football business analyst Matt Cutler, best known as the writer, producer and presenter of breakthrough sports business podcast documentary The Pirates vs the Premier League, and a rotating cast of co-hosts who have been at the forefront of women's football's growth and commercialisation.

Information

  • Creator
    Unofficial Partner
  • Years Active
    2024 - 2025
  • Episodes
    44
  • Rating
    Clean
  • Copyright
    © Unofficial Partner
  • Show Website
    Expected Goals