Watford FC Women, who recently earned a promotion by capturing the National League South title, are set to transition to a new investment model through a sale to Pitch15, a global platform dedicated to advancing women's sports. The deal is currently pending final approval from WSL Football, the organization governing the top two tiers of women's football in England.
New financial demands
The team's recent promotion to WSL2 has come with significant financial implications. All WSL2 clubs must now pay minimum salaries, which for players aged 23 and over start at £26,900, and £17,500 for those between 18 and 20. These mandatory wage thresholds caused Watford's budget to jump almost fourfold, reaching an estimated £4 million annually. This financial pressure has accelerated the Pozzo family's decision to seek alternative financial backing for the women's team.
Pitch15’s mission in women’s sport
Pitch15, founded in 2025 by Tommy Nordam Jensen, a former professional volleyball player from Norway, has carved out a niche in the growth of women's sports. The platform has partnered with the Essex County Cricket Club to elevate the visibility of its women’s team, and later this month it is hosting the inaugural Pitch15 Open, a women's golf tournament combined with a sports leadership summit. The event will be held at Hanbury Manor in Hertfordshire, just a 25-mile drive from Watford, highlighting the platform's regional focus.
Broader trend in ownership
The sale to Pitch15 reflects a wider trend in women’s sports ownership, where clubs are increasingly being bought by investors focused on the women’s game. In 2024, for example, Chelsea transferred their women's team under their parent company and sold a minority stake to the 776 Foundation, the investment arm of Reddit founder Alexis Ohanian. Aston Villa and Everton followed this model with similar minority share deals. In the WSL2 division, Mercury13 acquired Bristol City Women, and last April, Sunderland sold its women’s team to Bay Collective, an American investment group.
Neither Pitch15 nor Watford have issued formal statements on the deal. However, a source familiar with the situation revealed to The Athletic that all necessary agreements have been finalized, and the sale only awaits regulatory approval from WSL Football to become official.