Alessia Russo shares why she supports an exciting new plan to increase funding for grassroots women’s football.
Arsenal and Lionesses star Alessia Russo is supporting a new project that aims to boost funding and lower costs for grassroots women’s football. Russo is an ambassador for Starling Bank’s ‘Kick On’ initiative, which will connect 2,000 business sponsors with local grassroots teams and help pay for kit sponsorship.
A recent survey showed that 97% of female grassroots football coaches feel their teams need more money. This lack of funds is stopping many players from having the chances they deserve. Plus, 76% of female players say they might quit their team or football entirely if more money isn’t found in the next five years.
The top women’s league in England, the Women’s Super League (WSL), has been growing financially. A report showed that in 2024/25, WSL clubs made £90 million in revenue, up from £65 million the year before. The league also grew from 12 to 14 teams this season, and last year it welcomed over 900,000 fans—a 2.7% increase. Arsenal, playing at the Emirates Stadium, had an average of nearly 34,000 fans per game last season.
However, things aren’t as good further down the women’s football levels. For example, Forest Green Rovers announced they won’t run a women’s team in the fifth tier next season, focusing instead on their men’s team. Southampton cut back their women and girls academy program, and Wolves had to stay in the third tier last year because of paperwork issues.
When asked about what might be lost if grassroots funding doesn’t improve, Russo said, “Grassroots football is where the love for the game begins. It’s where players find their passion. Seeing three-quarters of girls might quit without sponsorship is really sad. These young girls grow up playing there, dreaming of playing for teams like Arsenal and the Lionesses. We do a lot of great work at the top, but the grassroots need attention to keep the game growing.”
Russo also shared that she knew players growing up who stopped playing because of no funding or no nearby teams. “I really believe it’s important because we could miss out on future stars. England does well at the top, but the base needs to be strong so no one gets left behind.”
If Russo ran grassroots football, she says she’d make sure every girl has a local team nearby. “You shouldn’t have to travel far to play. Football can be played anywhere—you just need a pitch and some grass, and we have plenty of that in England.”
At the highest level, clubs like Arsenal are spotting and growing young talent. Players like Katie Reid and Michelle Agyemang came through Arsenal’s academy and have featured with the Lionesses. Both have faced injuries recently but showed great promise. Other talents include Freya Godfrey, Aggie Beever-Jones, Lexi Potter, Chloe Sarwie, and Laura Blindkilde Brown. Russo is excited about the future, saying, “There are so many talented players coming through. Katie, Misha, Freya, and Chloe all have huge potential.”
Alessia Russo is encouraging local businesses to join Starling Bank’s Kick On initiative to help sponsor grassroots women’s teams. This support will fund underfunded teams and help create the next generation of Lionesses. Jill Scott, another supporter, is sponsoring a local team through her coffee shop BOXX2BOXX in Manchester. Together, they hope to keep women’s football growing from the ground up.