The FA Appoint New Director of Womens Football

The FA has announced the appointment of Sue Day MBE as its new Director of Women’s Football. 

Day will replace the outgoing Baroness Sue Campbell in December 2024, joining from the RFU where she is a board member and Chief Operations Officer & Chief Financial Officer; responsible for finance, technology, people, strategy and the Executive lead for the Women’s Game and Inclusion & Diversity. 

Day will be responsible for the next phase of development for the women’s and girls’ game and disability football in England. 

In a wide-reaching remit Day will lead the delivery and evolution of The FA’s 2024-28 women’s strategy, including the ambition for equal access for women and girls across every level of the game, as well as representing The FA on NewCo’s board as we transition to a new era in the professional game.

England women’s senior and development teams will remain under the leadership of Women’s Technical Director, Kay Cossington. 

She will also be responsible for the strategic leadership to develop, improve and raise awareness of disability football in England.

Day’s commercial and business expertise will be called upon for women’s and para football’s drive to generate new revenues and inspire greater visibility, engagement, performance and participation.

Baroness Sue Campbell will pass the baton to Sue Day at the end of the year, after eight highly successful years in the role.  

Speaking of her appointment, Sue Day MBE, said: “It is an honour to be able to join The FA in this incredibly exciting role, at a pivotal moment in the history of the sport.  

“Women’s football has the opportunity to change the sporting and societal landscape forever, and I am very excited to be part of that. 

“The challenge to develop disability football from the grassroots to the elite is also deeply motivating. I grew up playing football every day in the school playground, then one day I was told I wasn’t allowed to play with boys on the school team.

“I am passionate about making sure that future generations have the equal opportunities that weren’t afforded to so many girls like me. I’m really looking forward to working with the brilliant team at The FA and the many external stakeholders to bring all of these possibilities to life.”

The FA CEO, Mark Bullingham, added: “We’re delighted to welcome Sue Day into The FA at the end of this year. Sue’s professional expertise and passion for women’s sport, combined with her business acumen made her the standout candidate for this role.

“Her credentials show she has the vision and leadership to make the most of this moment in time to take the women’s game and para football to new heights.”