Football Manager has launched a UK-wide initiative designed to help increase the number of women entering professional football coaching, partnering with Xbox and Sky Sports for a new campaign titled ‘Missing Managers’. The programme, announced on 19 November, seeks to address the significant gender gap in the coaching profession, where women currently account for just 9% of managers in England.
Fronted by US women’s national team (USWNT) coach Emma Hayes, the campaign invites players of Football Manager 26 on Xbox to take part by completing the new ‘First Victory’ in-game achievement. Those who do so can apply for one of up to 11 scholarships that will fully fund their UEFA coaching licence. Successful applicants will also gain practical experience at a professional club through The Powerhouse Project, providing first-hand development opportunities within the game. In a first for the franchise, every winner will also be added to the next Football Manager title as an in-game coach.
Hayes said: “I’ve spoken many times about the need to come up with creative ways to address the lack of female coaches in football. This campaign is a great example of how we can reach more women, giving them the education and confidence to pursue their dreams. With the right opportunities, we will see female coaching flourish at the top level in the years to come.”
Mohan Gehlot, Senior Marketing Manager at Xbox, added: “What better way to celebrate the debut of the women’s game in Football Manager than by supporting players to take the first steps on their real-life coaching journey? We want to see the momentum that’s behind women’s football reflected in better representation across all levels of the sport. That’s why we’re looking forward to finding our Missing Managers.”
The initiative forms part of a wider push across the industry to improve representation in football by creating new, accessible routes into coaching for women and girls. With support from major partners and visibility through the game’s large player base, organisers hope the campaign will help shift the landscape of coaching opportunities in the years ahead.
