In episode thirteen (lucky or unlucky) of She Shoots, She Tours: The Deep Dive, Cath Hurley explores the fascinating world of superstition, ritual, and routine in women’s football - and how these habits can help clubs and brands connect with fans. From lucky socks and pre-match coffees to iconic player habits, we uncover how routines help both players and supporters navigate the unpredictability of the game.

Hear how Lauren Hemp half‑tans her legs before matches, Alessia Russo jumps seven times on the spot, Kerstin Casparij walks the pitch to Status Quo, and Chloe Kelly's penalty sequence is recognised by fans worldwide. These routines aren’t just quirks - they’re tools that create focus, stability, and confidence on the pitch, while giving fans ways to feel part of the story.

We also explore how fans are building their own matchday rituals - selfies in the same spot, lucky socks, coffee stops - and how clubs can harness these behaviours to strengthen community, create shareable content, and deepen engagement.

Join Cath as she dives into the rituals, stories, and behaviours that aren’t just shaping matchday culture, but also providing new ways to grow audiences and bring fans closer to the game.

This week on She Shoots, She Tours: The Deep Dive, Cath Hurley explores the pressures facing women’s football both on and off the pitch. From elite players juggling multiple professional identities to the psychological toll of persistent online abuse, we unpack the realities behind the headlines. Using surveys, research, and first-hand accounts from stars like Sam Kerr, Ella Toone, Jess Carter, and Bunny Shaw, Cath highlights how visibility, media bias, and social media intersect to amplify stress, discrimination, and mental health challenges in the game.

We examine how narrative control shapes public perception, with the Lionesses dominating coverage while other talented players and clubs remain underrepresented. Online abuse is a structural issue, with platforms like X (formerly Twitter) contributing disproportionately to harassment. While some interventions, such as arrests and AI monitoring tools, show progress, inconsistencies in club support, platform accountability, and governing body enforcement leave players vulnerable.

Ending on a hopeful note, Cath outlines six actionable steps to create safer, fairer spaces: proactive abuse protection, unified reporting, media coalitions, accountability frameworks, grassroots support, and amplifying diverse voices. This episode challenges fans, commentators, and participants to reflect on their own behaviour — distinguishing critique from abuse — and to help build a more equitable future for women’s football.

This week on She Shoots, She Tours: The Deep Dive, host Cath Hurley shines a spotlight on The Powerhouse Project, an initiative tackling the persistent inequities in women’s football. While the sport is booming on the pitch, representation off it — in coaching, media, leadership, and governance — still falls short. The Powerhouse Project is addressing this gap by creating pathways for women to lead, coach, analyse, and tell the story of the game.

From Coaching Queens and Next Ones Up, which train and mentor emerging coaches and young women from underrepresented communities, to the Pixel FC Academy with Liverpool FC Women, which provides hands-on sports media experience, The Powerhouse Project goes beyond opportunity — it’s building confidence, reshaping mindsets, and fostering networks. Graduates like Mia Johnson and Aya Al-Hussaini are stepping into coaching roles, producing content, and mentoring the next cohort, showing the impact lasts long after the programmes end.

Cath explores how The Powerhouse Project tackles structural barriers, promotes inclusion across gender, race, and background, and creates enduring networks of support. This episode reveals why representation matters at every level of the game and how The Powerhouse Project is shaping a more equitable, diverse, and sustainable future for women’s football.