Expected Goals leads the business conversation for women's football. It is a must-listen for anyone riding the women's football wave - both those investing in it and those who want to understand the dynamics of the business underpinning it.
It is hosted by journalist and football business analyst Matt Cutler, best known as the writer, producer and presenter of breakthrough sports business podcast documentary The Pirates vs the Premier League, and a rotating cast of co-hosts who have been at the forefront of women's football's growth and commercialisation.
Q&A: Where players want to play, WSL attendances and Brazilian soccer
Welcome to the second edition of our fortnightly podcast dedicated exclusively to answering YOUR questions!
This week Matt is joined by Adrian Jacob to tackle what league you’d ideally play in if you’re one of the best players in the world; whether enough gameweeks have now passed for the WSL to be worried about attendances; and how Brazilian football can get out of mindset of hosting women’s games behind closed doors.
If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable.
Expected Goals is an Unofficial Partner production.
Get in touch by emailing matt@unofficialpartner.co.uk
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8 Oct 2025
How are majority investments into "decoupled" clubs structured?
Matt is joined this week by Adrian Jacob, Head of Football at World Sevens and former Chairman and Executive Manager at Chelsea Women.
And on the agenda is investment and the global calendar.
Given there’s been several majority acquisitions made into women’s football clubs attached to men’s teams in the last month, what’s the best working structures for the men’s and women’s teams to operate in perfect harmony?
And with another competition - the Women’s Champions Cup - confirmed for London at the start of next year, how do we know when we have reached peak women’s football in the global calendar?
The article Matt references about decoupling women's team's can be read here
If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable.
Expected Goals is an Unofficial Partner production.
Get in touch by emailing matt@unofficialpartner.co.uk
Learn more about your ad choices. Visit podcastchoices.com/adchoices
24 Sept 2025
Q&A: Drinking in seats, betting sponsors and publishing models
Welcome to our new fortnightly podcast dedicated exclusively to answering YOUR questions!
This week Matt is joined by Charlotte Thomson tackling whether drinking alcohol in your seat is having any tangible impact; yes or no to betting sponsors in women’s football; and the commercial publishing mechanics for dedicated women’s sport media platforms.
If you're enjoying the podcast, please give us a like and a review! It will help us become more discoverable.
Expected Goals is an Unofficial Partner production.
Get in touch by emailing matt@unofficialpartner.co.uk
Learn more about your ad choices. Visit podcastchoices.com/adchoices
Who has been a guest on Expected Goals
Names identified in recent episode analyses. Showing up to five guests.
Nicki Boyd
Richard Thomas
Olivia Hall
Ann Rodriguez
Florence Lloyd-Hughes
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
2 ratings
Spotify
5.0 / 5
29 ratings
Podcast Authority Score: 42 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
64
Social presence
0
YouTube
0
Engagement
51
Contact Expected Goals
Guest appearances
Books guests
Based on episode analysis; this does not confirm that the show is currently accepting guests.
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