The funding crisis for girls’ football at the grassroots level threatens the Lions’ following

The future of the Lions is at stake, with new research revealing that three quarters (76%) of female grassroots players expect to leave their club, or the sport altogether, within five years unless new funding is found.

The findings, published by Starling Bank as it launches the fifth year of its Kick On programme, paint a bleak picture of the game for unschooling women and girls. Almost every coach interviewed (97%) said their club needed more money, as girls were turned away, missed matches and dipped into their pockets to play.

It’s a stark contrast to the professional game, where women’s football has become big business, attracting record-breaking broadcasting deals and headline sponsorships. However, at grassroots level, old inequalities persist: two fifths (40%) of female players say their team does not receive the same funding as men’s, while nine out of ten coaches (90%) believe they would give more opportunities to girls if the money was available.

Research exposes the personal costs of deprivation. Girls and women spent an average of £212 of their own, or their parents’, money in the past year on essentials such as kit and equipment (31%), transport to games and training (27%), and treatment or physio (21%).

Many just walk out. A quarter (25%) missed training or games because their team couldn’t get to the nearest pitch, while 23% missed due to a lack of kit or equipment. That risks reversing the progress set out in the FA’s 2024-28 plan for women and girls, which followed a four-year period in which women’s participation grew by more than 50%.

The encouraging news for the clubs is that Britain’s small businesses seem ready to step up. Starling’s research found that three out of five (62%) SME leaders would be interested in sponsoring a women’s or girls’ group, and most see an increase in sales: 61% say it will help them support the local community, 48% cite increased brand awareness and 44% point to improved reputation.

The barrier, it seems, is perception rather than appetite. SMEs believe that ground funding costs 35% more than it actually does, averaging £1,144.50 compared to the actual average of £845. For companies that are already balancing ways to support the local community, shirt sponsorships may be more affordable than they think.

To close that gap, Starling, which is one of the opposition banks that still oversees SME lending, will match 2,000 business sponsors with grassroots teams in their area and subsidize the cost of kit sponsorship, with each sponsor’s name emblazoned on the front of the team’s shirts.

The campaign is fronted by Arsenal and England striker Alessia Russo MBE, and former Lioness Jill Scott MBE, whose Manchester coffee shop, BOXX2BOXX will sponsor the home side.

“We’ve built a lot of momentum in the women’s game, but the years of progress will quickly come to an end if the grassroots teams can’t get more financial support,” said Russo. “Sponsorship unlocks everything from kit, equipment and transport, to access to the right venues, something I’ve experienced firsthand in my career. Local businesses have the power to help young players reach their full potential, and potentially become professionals!”

Scott added: “Times are tough for grassroots girls’ teams at the moment, as well as for SMEs. It’s amazing to hear how many small businesses want to support teams that need it most, and how many realize the wider benefits of sponsorship. As a player and entrepreneur, I’m proud to support Starling’s Kick On initiative and the team is looking forward to more funding and I’m looking forward to this year.”

Since 2023, Kick On has provided more than 15,000 sets of kit to female grassroots players, and Starling aims to double that total to 32,000 sets this year. The broader statistics are clear: Sport England’s Active Lives research has consistently shown that girls are more sedentary than boys, and football is one of the most effective ways to close that gap.

Ellie Cross, women’s football advocate at Starling Bank, said: “Our Kick On campaign has exposed the issues that remain in the women’s game, from issues of body image and self-confidence to access inequality and the lack of female role models.

For clubs who missed out on a kit this year, Starling have produced a free sponsorship guide and sponsorship proposal template to help clubs secure support. Novice women’s and girls’ groups in the UK, as well as Starling business customers, can apply via the Kick On with Starling page before applications close at 11:59pm on 17 July 2026.