The last panel of the second day of SFS, in collaboration with Fortune Italia, shed light on female leadership in sports, exploring experiences and strategies that have contributed to transforming the sector.

In recent years, the role of women in football has become increasingly significant, with tangible progress yet still many challenges to overcome. The panel featured prominent figures from the Italian sports scene: Silvia Salis, Vice President of CONI, Milena Bertolini, former head coach of the Italian women’s national team, and Regina Baresi, former professional footballer and DAZN commentator, moderated by Massimo Maria Amorosini from Fortune Italia.

The three female figures shared their professional and personal experiences, discussing the prejudices they had to face throughout their careers. Despite the progress made in recent years, cultural and structural barriers still persist, making it difficult for women to access key roles in the football industry.

Milena Bertolini highlighted the growth of women’s football in Italy, particularly after the FIGC’s 2015 decision to require professional men’s clubs to also have a women’s team. A pivotal moment came in the 2019 Women’s World Cup, which brought significant attention to the Azzurre and accelerated the transition to professionalism. However, change remains partial: the number of female coaches and executives is still extremely low, with female representation in technical staff positions below 10%.

One striking fact is that in 2021, Silvia Salis was appointed Vice President of CONI, becoming the first woman in Italian sports history to hold this position. However, currently, only one national sports federation—the Federation of Dance Sport and Musical Sports, led by Laura Lunetta—is headed by a woman. Salis explained that one of the main obstacles to reaching executive positions is related to the structure of the Italian sports system, which heavily relies on volunteer work: “Women often do not have control over their free time in the same way that men do, and this penalizes them in electoral processes. To change this trend, a combined effort is needed: bottom-up action through increased awareness, and top-down action with policies aimed at promoting inclusion,” said the executive”.

During the panel, the discussion also focused on the characteristics that women can bring to the world of football, not only on the field but also within technical staff. According to Milena Bertolini, female leadership stands out for its greater relational capacity and a more circular approach to problem-solving, integrating both rationality and emotional intelligence. However, in modern football, where the technical-tactical aspect is prioritized, these elements are often undervalued, hindering women’s presence.

How can this trend be facilitated and changed? One possible solution could be investing in the training and development of female coaches from the lower divisions, creating a pool of qualified professionals capable of leading major teams. However, the problem is not one of competence but of culture: if most head coaches are men, they will tend to surround themselves with male staff, perpetuating the gender gap.

Another issue addressed was the possible introduction of gender quotas to balance female representation in executive roles. While this could accelerate change, the real challenge lies in creating a culture that values female presence for the added benefit it brings, rather than simply as a regulatory requirement.

Regina Baresi also highlighted the fundamental role of media in promoting women’s football: “In recent years, media attention has grown exponentially, thanks to platforms like DAZN, which have given great visibility to women’s competitions, increasing audience interest and engagement”.

The panel concluded with advice for women aspiring to enter the football world, whether as players, executives, or coaches. The key, Bertolini emphasized, lies in strategic investments in training, technical skills, and personal development.

Cultural change is already underway, but to make it structural and long-lasting, it is essential to continue promoting female leadership, investing in new role models, and creating tangible opportunities for growth. Football needs more inclusive and representative governance, and women have all the right qualities to take center stage.