Women's game on the rise ft. Lydia Crudge

Women’s football is booming, but can it grow without losing what makes it special? Ahead of the 2027 Women’s World Cup in Brazil, Guy Burton and Francesco Belcastro talk to Lydia Crudge, founder of Lunar Insights and former head of women’s sport research at Nike, about how the game is developing from England and Barcelona to Morocco, Saudi Arabia and South America. They discuss what makes women’s football fandom different, why playing football as a woman is still a political act, the barriers that remain on and off the pitch, and why brands like Nike and Barclays could change the game, or risk spoiling it. Plus: FootPol is now on YouTube at its own channel, with a new shirt from Francesco’s collection every episode.