Equality and Inclusion in Women's Football with Michaela Gooden, founder of the sports agency MRS GRAY

1.9 billion viewers The 2023 Women's World Cup followed, a record that testifies to the spectacular rise of the sport. Far more than just a ratings success, this enthusiasm reflects a profound transformation of sport and attitudes. Yet, despite this growing visibility, inequalities persist, particularly regarding remuneration. In 2023, a UNESCO study revealed that only 13% of global sporting revenue was allocated to women, highlighting the challenges that still need to be overcome.

Progress has been made, however, such as the complete parity between female and male athletes at the Paris 2024 Olympic Games, a historic first. For the first time, as many women as men participated in the event, a major step towards more equitable representation in elite sport. But beyond major competitions, it all starts at a very young age: encouraging girls to play sports, giving them access to the same opportunities as boys, lays the foundations for a fairer future.

It is with this in mind that Michaela Gooden chose to act. A former professional player, she faced the realities of elite-level competition and the obstacles encountered by female athletes. Drawing on this experience, she founded MRS GRAY Sports, a women-led agency dedicated to supporting athletes and advocating for a more inclusive and equitable environment.

In this interview, she shares her journey, the challenges she has faced, and her commitment to transforming the world of sport. Through her role as an agent, she works to ensure that equality is no longer a distant goal, but a concrete reality.

1. Could you tell us about your sporting career and what encouraged you to create your agency MRS GRAY Sports?

My love for football began in my childhood, playing in the streets with my friends. It was much more than just a game; it was a passion that shaped the person I am today. I was fortunate enough to be spotted by my primary school teacher, Mr. Gray, who played a crucial role in my development. He arranged my first professional trial at Fulham's Centre of Excellence in West London, which I joined at the age of nine. I was the youngest player ever to join the Under-13 team and remained there throughout my childhood, progressing through the ranks and developing my skills.

At 16, I signed my first semi-professional contract, a significant step in my career. Three years later, I received a full scholarship to study and play football in the United States. This experience was incredible, both on and off the field. I spent four exciting years there before returning to England.

Upon my return, I had the opportunity to play for prestigious clubs such as Crystal Palace, AFC Wimbledon, and Fulham, fulfilling my dream of playing at the highest level. After a rewarding career, I finally retired as a professional player.

However, my journey in football didn't end there. In 2020, I qualified to become an agent, with the idea of ​​continuing to contribute to the world of football in a different way. Over time, I realized there was a gap in the industry: the need for more independent, female-led agencies with a different approach.

Football is a sport traditionally dominated by men, and only 7% of registered agents worldwide are women. I felt it was time to bring a fresh perspective, an approach that values ​​empathy, inclusivity, and an understanding of the specific needs of both male and female players.

This is how the MRS GRAY Sports agency was born in July 2022. An ambitious project, but above all a necessity to develop the sport. Of course, the road hasn't been easy. There have been challenges, moments of doubt, but also many lessons learned.

2. As an agent, you are often associated with the role of negotiator, but your mission goes far beyond that. Can you tell us more about the extent of your responsibilities?

The role of an agent extends far beyond the negotiating table. Athletes face a complex set of challenges, both on and off the field, and it's essential to support them at every stage of their careers. As a female agent, I believe my personal experiences allow me to connect with athletes on a deeper level, offering not only professional guidance but also emotional and mental support.

For me, understanding who my players are outside of football is just as important as focusing on their athletic development. By knowing their personalities, values, and interests, I can help them plan for life after their playing careers. We start discussing next steps early on, exploring opportunities and ensuring they lay the right foundations during their playing season.

3. The pay gap between male and female footballers is staggering. How do you approach negotiating better contracts and sponsorship deals for your clients, and what steps can the industry take to address and close this gap?

Women's football is on an exciting trajectory globally, which is incredible to witness. However, with this rapid growth comes a major challenge for clubs, organizations, and brands: keeping up. Developing grassroots talent is proving difficult in the UK, and as the game progresses, the gap between academy and professional levels is widening. There are discussions about the need to change academy infrastructure, and I hope these changes will have a positive impact on player development.

But every challenge brings its share of opportunities, and it's great to see the fan base growing and professional opportunities multiplying around women's football.

4. In your opinion, what are the main obstacles that hinder young girls in their path towards a career in football? And how does your agency work to overcome them and offer them more opportunities?

There are several major obstacles that young girls face when pursuing a career in football, and many of these stem from a lack of diversity and accessibility in the sport. There is a shortage of female role models at the highest level with whom girls can identify, making it more difficult for them to envision themselves in those positions.

Furthermore, accessibility remains a major problem. Many young girls lack access to training facilities, particularly those from disadvantaged backgrounds or working-class neighborhoods. This disparity can be even more pronounced for those from communities where cultural prejudices combine with fewer local teams or programs to support them.

We are committed to addressing some of these barriers by offering high-quality training camps at all levels, ensuring that girls from diverse backgrounds can participate without facing difficulties. The agency has partnered with Sports Development Network (a sports psychology organization) to create a training camp specifically for girls aged 12 to 16 from underprivileged neighborhoods. This camp offers technical skills training, psychology workshops, and mentoring. Our mission is not only to create pathways to excel at higher levels in soccer, but also to open doors to pursue a career in sport. Our goal is to support the next generation of female talent by providing them with the essential opportunities and resources to thrive, both on and off the field.

5. Finally, who are some of your favorite female athletes, both in football and other sports, and what do you think inspires you about their careers or personal qualities?

Growing up, I didn't really have a favorite female athlete. The few exceptions were Rachel Yankey and Mary Phillips. Rachel Yankey is one of the most respected figures in women's football in England. She played for the England national team for over 15 years. Mary Phillips, for her part, is also a former British international footballer who has also made her mark on women's football history, particularly with the Welsh national team.

These two athletes were role models I could identify with. Aside from them, I don't have any favorites. However, I've always been fascinated by the mindset and determination of elite athletes, regardless of gender. I've always been particularly drawn to those who stand out not only for their talent, but also for their rebellious spirit and willingness to challenge the status quo. Their ability to push boundaries and question established norms has always deeply intrigued and inspired me.