YMU, the specialist talent agency known for shaping high‑profile sport and media careers, announced today that it has signed Emma Hayes, the award‑winning coach and broadcaster, to represent her across a range of commercial and public‑facing opportunities.
A Strategic Partnership
Mary Bekhait, chief executive of YMU, said the collaboration reflects Hayes’ unparalleled influence on and off the pitch, adding that the agency is eager to amplify her voice in both traditional and digital platforms.
Hayes, who recently guided the United States Women’s National Team to an Olympic gold medal, brings a decorated résumé that includes multiple Women’s Super League titles earned during her tenure at Chelsea, where she also secured The Best FIFA Women’s Coach award.
Advocacy and Vision
Beyond the tactical board, Hayes has emerged as a leading advocate for the structural growth of women’s football, arguing that the sport is poised for a defining expansion if it adopts consistent standards and investment frameworks.
Her sister, Rebecca Hayes, will co‑lead the account at YMU, ensuring a seamless transition of her brand strategy while leveraging family insight into the athlete’s public persona.
The partnership will see Hayes featured in brand collaborations, speaking engagements and media appearances, with the aim of translating her on‑field success into broader commercial ventures.
Both parties expressed confidence that the alliance will accelerate the visibility of women’s football in markets such as the United Kingdom and the United States, where recent broadcast deals have already begun to reshape the financial landscape.