A Strategic Move for Women's Football
YMU has signed Emma Hayes, a highly successful coach and broadcaster, to represent her across a range of commercial and media opportunities. Hayes, who currently leads the United States Women’s National Team, brings a wealth of experience from her tenure at Chelsea where she secured multiple Women’s Super League titles and earned The Best FIFA Women’s Coach award.
Her recent visibility on British television during the 2026 World Cup, where her tactical analyses went viral, has cemented her status as a leading voice in the sport. Together with YMU, she plans to develop a broader platform that spans leadership perspectives, influence in sport, media, business, and culture.
Mary Bekhait, CEO of YMU, praised Hayes' impact, stating that her expertise and advocacy are pivotal at a time when women's football is poised for a defining period. "Emma's influence extends far beyond the pitch, and we are excited to partner with her to expand her reach across sport, media, business, and leadership," Bekhait said.
Rebecca Hayes, Emma's sister, will co‑lead the account alongside YMU, ensuring a personal and strategic approach to the partnership. The collaboration will focus on commercial partnerships, broadcasting deals, speaking engagements, publishing projects, and wider brand development.
Emma Hayes expressed enthusiasm about the new chapter, noting that women's football is entering a transformative era. She aims to accelerate growth by establishing the right standards and structures, and she sees YMU as the ideal partner to amplify her work across sport, media, business, and leadership.