5. When Players Mean More: Figureheads and the Emotional Economy of the WSL

This week on She Shoots, She Tours! – The Deep Dive, Cath Hurley explores the power of figurehead players in women’s football — and why people, not institutions, remain the engine of growth in the WSL. From players as cultural custodians to the emotional impact of short contracts and high-profile moves, this episode looks at how clubs build identity, loyalty, and revenue through individuals — and what happens when those individuals leave.

Digging into player visibility, social media, and personal brand-building, Cath unpacks how modern women footballers navigate being public figures, the risks that come with accessibility, and why clubs must actively support players rather than simply benefit from their reach. Featuring examples from across the league — including Arsenal’s storytelling around injury, Manchester City’s cultural spotlighting, Lucy Bronze and the ripple effects of star movement between clubs — this deep dive asks who is really responsible for protecting and developing figureheads in the women’s game.

Looking ahead, the episode reframes legacy through fan psychology, succession, and care — questioning how clubs retain belonging when favourite players move on, and what the next generation of WSL icons might look like. Thoughtful, honest, and deliberately unresolved, this is a starting point for how women’s football can grow without losing what makes it feel human.

Let’s deep dive.