--- source: thedugout.football generated: 2026-07-24T22:19:37.361Z last_updated: 2026-07-23T09:56:00+00:00 data_provider: API-Football canonical: https://thedugout.football/clubs/watford/news/aHR0cHM6Ly93d3cud2F0Zm9yZG9ic2VydmVyLmNvLnVrL3Nwb3J0LzI2NDAyNTIyLndhdGZvcmQtYWdyZWUtZGVhbC1zZWxsLXdvbWVucy10ZWFtLWludmVzdG1lbnQtZmlybS8_cmVmPXJzcw --- # Watford agree deal to sell women - **Source:** - **Published:** 23 Jul - **Club:** Watford - **Original URL:** https://www.watfordobserver.co.uk/sport/26402522.watford-agree-deal-sell-womens-team-investment-firm/?ref=rss Watford have agreed a deal to sell their women's team to Norwegian investment firm Pitch15. Following reports from The Athletic on Wednesday evening, The Watford Observer also understands that the deal is due to go ahead, enabling the women's team to take their place in WSL 2 next season with fresh funding. The WSL still have to ratify the deal in order for it to be completed. More: Watford yet to receive acceptable offer for Irankunda Where the Golden Girls' budget stood at less than £500k last season, a minimum input of £2 million was required to take the step up to become full-time for 2026/27 - with minimum salaries of £17,500 for all players aged 18-20, £22,200 for 21-22-year-olds, and £26,900 for those aged 23 and over. The sale was negotiated by senior figures close to the women's team and then presented to owner Gino Pozzo and chairman Scott Duxbury, who it is understood were not the driving forces behind the deal but agreed to it. The club submitted a form underlying a commitment to promotion in February, so funding was agreed to at that stage, but this may well have been the bare minimum and there was an eagerness on the women's side to find new investment to push the team forward. Renee Hector and Helen Ward pose with the trophy (Image: AW Images) Talks were held with three potential companies, one of which was fronted by Geri Halliwell-Horner, one of the Spice Girls, who was present in the directors' box when the Golden Girls lifted the FA Women's National League South title at Vicarage Road in April. At that stage, the FA had ratified promotion to WSL 2 and informed the club that they were welcome to confirm it - but how it was going to be funded was still being worked out internally, and it is notable that at no point have Watford ever acknowledged promotion in any communications, referring to Renee Hector's side as 'champions'. A deal was ultimately struck with Pitch15, who have a commercial partnership to increase the profile of Essex County Cricket Club's women's team and is currently staging the Pitch15 Open, a tournament on the Ladies European Golf Tour Access Series, at Hanbury Manor in Hertfordshire. It is understood the transactional cost of buying the women's team, which will continue to operate under the club's license and brand, is essentially zero. Pitch15 will pick up the funding of the team as they aim to thrive at WSL 2 level next season, and those closest to Watford Women view fresh investment as positive news - an opportunity to genuinely grow. Helen Ward, head of women's football at Watford (Image: Alan Waller Images) The Watford FC Women Supporters Group told The Watford Observer: "As supporters who follow the Golden Girls through every high and low, we see this potential takeover by Pitch15 as an incredibly exciting step forward. "Moving back up to WSL 2 brings new financial demands, and having dedicated investment from an organisation solely focused on women’s sport is a huge positive for the team’s future. "​Crucially, we remain Watford FC - same badge, same colours, and same history - but with the purpose-built backing needed for our squad to compete and thrive at the highest level. "If approved, we’re really looking forward to seeing what this new era brings for the team." Watford Women celebrate (Image: Andrew Waller) While the women's team is now in a position to thrive, the sale is the latest example of Watford cutting costs against what appears to be an increasingly uneasy financial landscape. The Under-21 team was scrapped earlier this summer, and the academy downgraded to Category 3, while the club was served with a winding-up petition from a creditor in June and a number of staff have left behind the scenes this summer. The Hornets lost £16.1m in the 2024/25 and insist they are aiming to run sustainably, with owner Gino Pozzo reluctant to inject more money in to cover costs. The club are currently in debt to their owner to the tune of £53.5m, as per the latest accounts. That has resulted in a transfer policy that has seen the vast majority of business conducted through Udinese so far this summer, with deals for experienced British players reported by Sky Sports to have fallen through because of salary demands. While the deal to sell the women's team is in place, nothing will be announced officially until it is approved by the WSL. Watford are not the first club to take such a step. Sunderland sold their women's team to a multi-club US group earlier this year, after Bristol City took the same action in 2025. Chelsea's holding company bought the women's team from the club, before they, Aston Villa and Everton all sold stakes to US groups. In 2025, Blackburn Rovers were promoted to WSL 2 - like Watford 12 months later - and withdrew from the league after their ownership decided not to meet the league's financial requirements.