1
Challenge
Female players face structural uncertainty around life after sport. Across women’s football globally, only a minority earn enough to retire comfortably and many worry about balancing career progression and football.
Case study
F.C. Como Women
Building a Player-Centred Club Model Through Off-Field Development and Commercial Platform Design
BEYOND was created as a lean, modular off-field development and empowerment platform for female football players, connecting career education, personal branding, financial literacy and life after football with the club’s broader identity and commercial narrative.
2
Insight
Como Women’s internal survey showed that most players were either pursuing a degree or already held one, and many were considering further education. In women’s sport, club culture and personal development opportunities are among the top drivers of player attraction and retention.
3
Solution
Creation of BEYOND: a lean, modular platform focused on financial literacy, fertility, personal branding, career development and life after football.
4
Action & Results
Delivered expert-led sessions across non-traditional themes; used BEYOND as a brand pillar to attract players and purpose-driven partners; culminated in the Jersey-Resume campaign with Alia Guagni, a symbolic activation highlighting post-career uncertainty and earning international media coverage.