Chelsea's recent appointment of Aki Mandhar as CEO for their women's team marks a strategic shift as they aim to mirror their on-field success off the field. Despite Mandhar's lack of football experience, this move reflects the club's commitment to elevate the profile of women's football within their operations.
This appointment is surprising, considering Mandhar's background is primarily in media and not in football. Her previous role at the Athletic, along with her history in public relations and as chief operating officer at the Daily Telegraph, is markedly different from traditional sports management.
Chelsea have faced challenges in attracting crowds for women's matches, despite substantial success on the pitch. Their shift to Stamford Bridge has yet to see the same level of attendance as rivals, indicating a need for enhanced engagement and promotion strategies.
The restructuring under Chelsea Women now allows for dedicated resources and management that sit alongside the men's operations, re-emphasizing the club's intent to grow the women's game. This change may cultivate a more sustainable and commercially viable women's program, drawing in new investment and interest.
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