Holly Murdoch is a seasoned sports executive with over two decades of experience in the sports and leisure industry. She currently serves as the Chief Operating Officer (COO) of the Women’s Professional Game in England, overseeing the Barclays Women’s Super League, Barclays Women’s Super League 2, and the -Subway League Cup. In this role, she is instrumental in driving the strategic development and operational management of women’s professional football in the country.
Murdoch’s career in sports management began in the horseracing industry, where she led commercial strategies and operational delivery across various racecourses. In 2012, she transitioned to football by joining The Football Association (FA) as part of the leadership team at St. George’s Park, the National Football Centre. Her tenure at St. George’s Park included a promotion to General Manager, where she was responsible for the comprehensive management of the 330-acre facility, encompassing a 228-bedroom hotel, 18 training pitches, and a high-performance center.
In 2024, Murdoch played a significant role in the transition of the Women’s Super League and Women’s Championship to the newly formed Women’s Super League Football (WSL Football), an independent entity established to drive the growth and commercial success of women’s football in England. As COO of WSL Footballshe is part of an all-female executive leadership team tasked with steering the leagues through this transformative period.
Beyond her executive roles, Murdoch contributes to the broader football community as a non-executive director of the Birmingham County FA, supporting the development and governance of grassroots football in the region.
Her leadership is characterized by a commitment to creating a distinct identity for women’s football, emphasizing the importance of developing strategies tailored to the unique aspects of the women’s game rather than replicating models from men’s football. She advocates for innovative approaches to fan engagement, commercial partnerships, and operational excellence to ensure sustainable growth and increased visibility for women’s football.
Murdoch’s career reflects a dedication to advancing women’s professional football through strategic leadership, operational expertise, and a vision for a vibrant, inclusive future for the sport.
Our Exclusive Interview with Holly Murdoch
Who is Holly Murdoch outside the boardroom? How do you unwind and find balance?
Balance is so important isn’t it, and I am not sure I always get it right…. Outside of the boardroom I have a wonderful family, my husband is a teacher, and we have two lovely children Oliver and Amelie. We all love sports, so it is a privilege to work in an industry that allows me to focus on a passion as well as a career.
Being with my family is so important. Seeing the children develop their own paths and find their way is so rewarding and getting to spend time at the weekends at sports events together is my favourite thing to do
What personal values drive your leadership approach in the women’s professional game?
As an individual I have always been determined, driven and ambitious as well as loyal and, I hope, empathetic and kind. I hope I bring these values to work with me. It would feel disingenuous to be someone else, working in sports requires high levels of integrity.
How do you define success in your role as COO of the Women’s Professional Game?
Success is, and will be, driving continued progress and growth for the Women’s Game – given Women’s Football was banned in England until 1971 and therefore progress for the athletes of today and tomorrow has to be our priority. Our vision at WSL Football is to create a more equitable society through the power of football, driving awareness, standards and professionalism in the game as well as normalising young girls choosing to play sport and football. I love that my children are growing up in a society that supports young girls to be who they want to be and be able to have choices. My son doesn’t talk about men’s football and women’s football. It’s just football to him, football for all.
What excites you most about the growth and future of women’s football in England?
The pace is phenomenal and the progress that is being made. We are smashing through glass ceilings each season and there is still so much that can be achieved, it’s hard sometimes but it should be hard, we are changing perceptions and launching a new sports property in an established industry.
We are also set to hold the Women’s World Cup in England in 2035 which is incredibly exciting. We have a long-term strategy to drive growth so it provides a runway for us and a point in time for us to aim towards.
How do you ensure the voices of players and clubs are reflected in the strategic decisions you lead?
We have always taken a very consultative approach whilst we were establishing and setting up the company and as we continue to operate. It is so important to listen and learn so that we can make well rounded decisions that help lift the entire game and all of its stakeholders.
We have formal and regular meetings with our shareholder clubs as well as formal and informal interactions with current and retired players. We also speak to fans regularly; they are the lifeblood of the game and it’s important to bring them on the journey with us.
You can never overcommunicate, keep sharing and most importantly hearing what your stakeholders are saying and adapting and flexing to ensure that decisions are well rounded and will achieve the objectives you set out to achieve. I also think it’s important to review constantly, in an industry that is growing at such a pace, it’s important to move and flex with it. Plan, Do, Review is always an approach that I have taken in each of my roles
What are your future plans and ambitions within the world of football?
To make women’s football one of the most watched and attended sports in England! WE have such a huge opportunity to do something very special and I love being a part of that.