How do you imagine something that doesn’t yet exist? That is what those working for the new company, NewCo, which will take over the running of the Women’s Super League and Championship from the Football Association this summer, have been trying to do.
The organisation’s CEO, Nikki Doucet, got it up and running last year with “Project Moonshot”, as she called it, the work that got the clubs and the FA to the next stage of the process in November. That is when the clubs formally signed up to the proposals, and the phrase was born from her time at Nike, most recently as general manager of Nike Women UK & Ireland.
