A European women’s football multi-club platform focused on scaling the women’s game
Founded by former New Zealand Captain, Bex Smith, we take a player-first, incubator-style approach, creating high-performance environments where players thrive and clubs are built on strong foundations.
Our Approach
By combining accelerated growth with long-term sustainability, we unlock each club’s full sporting and commercial potential.
With global best practices and deep local commitment, Crux honours the unique identity and culture of every club we support, giving them the resources, expertise, and network to win on and off the pitch.
Why I Started Crux Football
For as long as I can remember, football has been the heartbeat of my life. I’ve seen it from every angle — as a player, as a leader, and as someone privileged to work alongside extraordinary talent in the women’s game. I’ve also seen the barriers.
I started Crux Football because I don’t believe the structures of European women's club football, as they exist today, truly work for the women’s game.
The Landscape of Women’s Football
Understanding the market, the opportunity, and why Crux is different.
The Market
Women’s football is growing fast – more players, more fans, more investment.
Revenues in women’s elite sports are surging.
Broadcast & sponsorship deals are growing at a rapid rate.
UEFA Women’s Euros broke records on all fronts: sales, viewership, engagement, attendances.
Yet most teams still run on limited budgets.
The Opportunity
Our thesis centres on driving operational excellence of independent women’s football clubs.
Commercial propositions and partnerships focused on the women's teams.
Marketing and social media speaking a language directly to target women's football fans.
Development of a new and valuable inclusive, varied, and celebratory fan base.
Overall market tailwinds at local club and broader investment levels.
Why Crux?
Founded and led by a former professional, our strategy starts on the pitch.
Storytelling & community built around players.
World-class scouting & data, led by StatsBomb founder.
Shared services with local execution.
Network & expertise to unlock growth.
The Model
We are not waiting for each club to build scale individually — we are creating a model for change. We will jump-start their growth by creating a shared infrastructure of supporting resources of the highest quality.
When a club joins Crux Football, it will have access to best-in-class, experienced resources with the required understanding of the unique dynamics of the women’s game, and a single-minded focus on the sport.
Scouting & Recruitment
Identifying talent and building a pipeline of players
Match & Performance Analysis
Providing data-driven insights to improve strategy
Sports Science
Enhancing performance
Branding & Marketing
Building distinct identities and engaging fans globally
Player Career Development & Post-Career Transitions
Supporting players during and after their professional careers
Technology Procurement
Equipping clubs with best-in-class digital and physical solutions
Commercial Partnerships
Building strong relationships and innovative concepts with major brands
Match Day Experience & Revenue Growth
Delivering exceptional products for spectators and partners
We pool resources and share knowledge and expertise across our clubs. Player-centric, we start on the pitch, but winning is not our only metric for success. The Crux Football approach is a model built for positive growth — on the field, in the community, and for our partners and investors.
It’s a new framework for success — one the women’s game deserves.
The Team
Led by former New Zealand captain Bex Smith, the Crux team unites global experience from football, data, business, and marketing. With leaders from FIFA, EY Parthenon, Visa, and StatsBomb, we bring the knowledge and network to grow women’s football on and off the pitch.
Latest News
Discover the latest news, club updates, and articles from Crux Football.
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Contact Us
Join us in building the future of women’s football.
Whether you’re an investor, a partner, or part of the media, we’d love to hear from you.
Investment Enquiries:
Media Enquiries:
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