WSL's new era handed huge boost with Chelsea chief set to join senior team

The company that will run the Women's Super League and Championship next season are reportedly poised to make a significant appointment in Chelsea commercial director Zarah Al-Kudcy.

NewCo - the temporary name given the company - will take over the two English women's football divisions from the Football Association from next season.

Former Nike director Nikki Doucet has been tasked with leading the company, with a number other high-profile appointments set to be made in the following months after extensive recruitment processes, including a chief football officer and head of communications.

According to the Guardian, Al-Kudcy will take on the role as chief revenue officer. Al-Kudcy brings with her significant pedigree in commercial communications. The Chelsea commercial director previously worked as the head of commercial partnership at Formula One, along with a stint as head of marketing for the 2015 men’s Rugby World Cup.

Other marketing roles include head of marketing for ­ cricket’s Women’s World Cup and the ICC Champions Trophy. She is also a trustee at the Women's Sport Trust.

Along with plenty of esteem within the sporting milieu, Al-Kudcy also carries with her an impressive record of commercial success. After just one season with ­Chelsea, she helped to oversee a four‑fold increase in sponsorship deals exclusively for the women’s team.

Working alongside the commercial director and former England goalkeeper Carly Telford, Al-Kudcy ensured that nine women's football matches were held at Stamford Bridge across all competitions, including Chelsea's Champions League fixtures with their semi-final loss against Barcelona setting a new club record.

Chelsea recently came under criticism for disappointing ticket sales in comparison with their London rivals at the Emirates Stadium, but Al-Kudcy was viewed as integral in helping to shift much of the off-pitch operations last season.

Al-Kudcy's expertise will be crucial for NewCo, who are bidding to grow the WSL and Championship as financially sustainable and revenue-generating entities, separate from the FA. The 24 competing clubs from the top two divisions are the main shareholders, but significant decisions will need to be made to breed substantial commercial deals.

Earlier this year, a highly-anticipated decision was set to be made over the shared domestic television deal with the BBC and Sky Sports. Yet, the current deal was rolled over until next summer to afford the new company more time to secure a more lucrative broadcast arrangement.