Bristol City Women have named Lowri Roberts as Interim Chief Executive Officer following the formal sign-off by WSL Football of Mercury13’s majority acquisition of the club.

Roberts, who has spent 17 years working in elite women’s football, steps into the role as the Robins target a return to the top flight. Her background includes five years as Head of Women’s Football at the Football Association of Wales and a further five years at the English FA, where she worked across marketing and commercial programmes aimed at increasing visibility for the Lionesses and the Barclays Women’s Super League. She now takes charge as the side continues its push for promotion from the Barclays WSL2 back into the WSL.

Hannah Haynes, Chief Strategy Officer at Mercury13 and the figure who led the acquisition, said: “We are delighted that Lowri is now leading Bristol City Women following formal approval of the acquisition by WSL Football. She has a lot of experience in women’s elite sport and will provide head coach Charlotte Healy with the support she needs to take us back into the top flight.”

Roberts’ appointment marks a return to familiar ground. Fifteen years ago, she began her journey at Bristol City Women as a coach in the Centre of Excellence, later taking on responsibility for marketing and communications, match operations, and commercial partnerships. Her longstanding ties with the club, coupled with her strategic work on the women’s team’s three-year plan launched last October, position her as a natural fit for the interim role.

Board Director Lisa Knights said: “Throughout her time away from us Lowri has always remained in touch and an advocate of Bristol City Women. She led the consultancy work on our three-year strategy launched last October and she is ideally placed to step into this role. I look forward to her working with the Board, Mercury13 and the wider team at the Robins High Performance Centre and Ashton Gate Stadium, as we move into an exciting new era for the women’s club.”

The deal represents the first arrangement of its kind in English football and marks Mercury13’s second major investment in Europe. The group entered Italian football last year when it purchased Como Women, who are currently sitting in second place in Serie A.