We're Not Just Playing in Women's Sport, We're Changing The Game That Starts After The Stadium Lights Go Out...

I fell in love with sport before I ever understood what it meant.

Before I understood policy, equality, investment, broadcast rights, pathways, or salary caps,
I understood how it felt.

The feeling of lacing up boots on grass that carried so many stories.
The adrenaline of stepping onto a field that wasn’t built for us, but still held our dreams.
The way girls would shrink themselves to fit in, and then slowly grow as if returning to something they always knew.

I didn’t always play in environments that celebrated women.
But I played in ones that shaped women.

I saw what happens when a girl first hears her name over a loudspeaker.
When she gets her first jersey.
When she steps onto a field that was never meant for us
and still claims every blade of grass.

Sport is where talent and potential starts to grow into voice.
Where competition turns into leadership.
Where “I don’t want to be seen” slowly becomes
“Watch me.”

I’ve seen little sisters turn into captains,
athletes turn into advocates,
players turn into founders, broadcasters, leaders, directors.



Sport, at its best, doesn’t just grow players.
It grows possibility.

We are living inside a turning point

Women's sport is no longer the feature on the sidelines.
It is the feature.

Girls are not waiting for permission anymore.
And women are not waiting for perfect timing.

We’re not just asking to be included in existing systems.
We’re building new systems alongside them.

We are:

• Investors.
• Decision makers.
• Broadcasters.
• Founders.
• Shareholders.
• Mentors.
• Movement builders.

We’re not just making teams.
We’re making pathways.

And yet, we must be honest…

While we build, influence, and try to shift sporting systems,
we also need to look after ourselves
and stay connected to women who understand the emotional cost of equity work.

Because it takes a long time to shift minds
that have never experienced the inequity.

Some people don’t even see the gap,
because they have never had to live without the access.

Think about it.

We have built million-dollar stadiums
that for years never hosted a single women’s game.

We funded male-only competitions for decades
and called it “nation building.”
But it was only building half the nation.

And now, we offer a new change room and call it equity.

A $200,000 change room does not close a 30-year gap.

So I ask
What would it look like if we reimagined sporting infrastructure
built intentionally for women?

Not just equal,
but fit for purpose
for the way women play, lead, gather, and grow.

Would it even look like the stadiums we currently share?

Would that be radical to build entirely new structures, we are doing it within the company structures, with all these W’s thrown before and after the competition titles?

Because if you really think about it, we built the businesses and the infrastructure, entire facilities, exclusively for men.



What Female First is here to do

• Nurture young women entering the sporting world, so they never have to walk in alone
• Support athletes to lead themselves authentically, on and beyond the field
• Stand beside women navigating the complexity of contracts, choices, identity, and transition
• Guide those moving into leadership, entrepreneurship, coaching, and storytelling roles
• Help women see that sport is not the end of the story, it is the training ground for what comes next

Sport is not the destination.
It is the launchpad.

Let’s Launch Together!

With Love,

Libb