World Football Summit Bilbao, Spain: An Insiders Perspective
“In sport there are many women that are more than skilled and prepared to contribute to the industry. We just need sport to be prepared to welcome them.” – Marian Otamendi, CEO World Football Summit.
Looking to break into the football industry? World Football Summit, a global platform that brings together professionals, industry leaders, and stakeholders to materialize the football industry, is a great opportunity to do just that. The summit focuses on business, innovation, and growth in football. On March 27, 2025, a unique event took place at San Mamés stadium in Bilbao, Spain, where women’s football was the epicentre. If you join The Football Business Academy’s Professional master’s degree in Football Business, access to a WFS event is included in the tuition fees.
This article serves as an insider’s perspective into World Football Summit. You will be taken through the panel discussions as well as what else can be expected during a summit.
World Football Summit’s Main Event and Panel Discussions
World Football Summit Bilbao attracted over 400 attendees for its main event, offering a unique space for discussion and networking.
At the San Mames stadium, Marian Otamendi, CEO of WFS, and her team welcomed guests and speakers. As this event was taking place in the Basque Country of Spain, and what stood out was how much WFS respected this diverse city. A variety of English, Spanish, and Euskera were used throughout the summit. Key figures, including Pedro Malabia (Liga F General Director of Strategy), Ural Akuzum (Turkish Football Federation), and Mary Kok-Willemsen (Head Coach and Technical Director), led discussions on the future of women’s football. The event also attracted guests from top clubs and organizations.
Shaping Perceptions, Enhancing Fan Engagement, and Driving Growth
The summit started off with a warm welcome and introduction from Irene Parades, FC Barcelona Player, Nerea Ortiz Alarra Athletic Club VP, and Ibone Bengoetxea Otaolea VP and Regional Minister of Culture and Linguistic Policy Basque Government.
Dan Whymark, Founder and CEO of MIVA Sports, kicked off the first panel by discussing how to invest in women’s football, stressing the importance of changing the perception that football isn’t for women, and the need for diverse, safe opportunities supported by the right coaching and staff. A striking comment he made was that 80% of decisions about sports and extracurricular activities are made by mothers, emphasizing this need for change, as mothers are looking for safe and welcoming spaces.
Lina Carlos De Vergara from DAZN highlighted how the company’s efforts to make women’s football more accessible on TV have led to significant fan growth, noting that since acquiring rights in 2021 and removing the paywall, DAZN has seen an average of 20 more minutes of watch time after the 2024 Women’s Champions League final.
Meanwhile, Luis Vincent from Apex emphasized that women’s football needs its own path, different from men’s, to ensure sustainable growth, calling for dedicated investment and a focus on smaller clubs and fan engagement.
The conversation shifted to fan experience, with Fabiola Maia Wilcox from FootballCo moderating a panel discussing how women’s football matches offer a more personal connection with fans. Players often show more appreciation for their supporters, which helps grow both the players and the clubs. Technological advancements like AI, shared by Elif Dogan from AWS, also help improve fan engagement by enhancing the game experience with real-time data using 3.6 million data points to narrate matches.
However, when it comes to fans experiencing matches in person,Rita Ochoa from AFL Architects highlighted how new stadiums for women’s teams are improving with larger bathrooms, better food, more fan access, and enhanced safety, addressing the needs that are often overlooked in traditional designs.
Driving Social Impact in Women’s Football
Social impact was a key theme, with Khalida Popal from Girl Power, Oihane Aldaiturriaga from BBK= and Gorka Planchuelo-Monnier from Common Goal discussing how football can drive inclusion and community growth. They stressed the need to bring in diverse voices and provide equal opportunities, especially for marginalized groups like women of color and refugees. Grassroots initiatives play a vital role in promoting these values and ensuring everyone has a place in the sport.
Carlos Valenzuela from Tigres and Pedro Malaria from Liga F discussed the growing global reach of women’s football, sharing their excitement about the sport’s potential. Valenzuela emphasized the importance of international partnerships and professional staff to continue expanding visibility, while Malaria focused on the need to create a unique brand for women’s football and attract new fans. It was exciting to see a panel of men pushing towards change.
Supporting Mental Health and Balancing Family Life for Female Footballers
Mental health and player well-being were explored in a session with Andrew Richard Grepe from Atmos, Yolanda Lázaro from Deusto, Veronica Petrucci from AS Roma and Mary Kok-Willemsen, highlighting the need for comprehensive support for female players.
From emotional recovery to addressing the impact of the menstrual cycle on performance, Petrucci called for more research and better injury prevention, as well as a shift in how clubs approach player care. Lázaro stressed the need to prepare Women for retirement through educational programs. Many women may retire sooner than they expected, and should be given the tools to succeed after playing.
The final discussion before lunch focused on mothers and families, with Susan Dorrell, Jennie Joseph, and Morad Fareed sharing their insights on how clubs can support players who are also mothers. Dorrell reflected on the lack of support she experienced when balancing motherhood with her career directly from her club, but shared how she couldn’t have done it without the support of her family and teammates.
While this took place almost 20 years ago, Fareed and Joseph discussed how initiatives like FC Mother are working to promote player longevity at clubs by supporting mothers and families like Dorrell, as many clubs still lack these initatives.
Networking Break
During the lunch break, guests had the opportunity to relax, network, and enjoy a variety of food and drinks. The atmosphere was lively, with attendees mingling and exchanging ideas. The event provided a comfortable setting for both casual and professional conversations, allowing participants to connect with industry peers, discuss the insights shared during the panels, and form new partnerships. This break served as a key opportunity for informal networking, fostering deeper connections in a relaxed environment.
Growth, Leadership, and Change in Women's Football
To finish out the evening, a panel on the sustainability of women’s football featured Ural Akuzum from the Turkish Football Federation and Sofia Olivia Teles from the Portuguese Football Federation. They discussed strategies for long-term growth, emphasizing the importance of role models, increasing participation at all levels, and professionalizing women’s leagues to ensure the sport’s sustainability and success.
In the final panel on Women Leading Change in the Sports Industry, Madeline Penfold, a trailblazer in sports photography, shared how she is transforming the industry by advocating for respectful and thoughtful photo shoots for women. Nuket Kucukel Ezberci from the Embassy of Turkey in Madrid highlighted how Turkey is emerging as a leader in women’s football, investing in grassroots programs, improving facilities, and growing its professional league.
Women’s football is still evolving and all panels highlighted this as well as how women are driving change and reshaping the future of football. Key takeaways emphasized the importance of treating women’s football as a distinct sport, learning from the mistakes made in the men’s game. Women’s football offers a unique fan experience and requires more support, including further research on injury prevention. There’s an urgent need for greater visibility, and now is the critical moment to invest or the window for growth could close.
Enhancing the Experience
In addition to thought-provoking panels, the World Football Summit offers interactive workshops, exhibitions, and ample opportunities for attendees to connect and form partnerships. Experts, coaches, and athletes (current and ex) share their insights, while representatives from clubs and organizations discuss the challenges and opportunities shaping the football world. The event fosters a vibrant atmosphere centered around collaboration, knowledge-sharing, and the growth of football.
Panel attendance is optional, and the event in Bilbao was unique, extending over one day at a single location. Most WFS events, however, span two days and feature multiple rooms and panels running concurrently. Attendees can choose which panels to attend or opt to network instead. Networking opportunities include round robins, booths to visit, and 1-on-1 meetings. WFS also offers an app that allows guests and speakers to connect, schedule meetings, and message others. The app includes features like live streaming, the event program, attendee lists, speaker details, event updates, newsletters, and photos.
The Role of The Football Business Academy
The Football Business Academy is World Football Summit’s Educational Partner. One of the key pillars of the program is networking. Within the first 6 months of the program, Candidates are invited to attend a Networking week, which includes the attendance at World Football Summit. Additionally, if candidates want to attend future events, discounts are offered. The Deputy CEO Kristian Dobrev and Alumni are a part of panels, offering a unique opportunity for Candidates to see Alumni and The FBA in action.
If you are interested in learning more about a Professional Master Degree in Football Business, apply today. Applications are open for September 2025 and March 2026.
