YMU has signed of Emma Hayes, the influential women’s football manager and sports broadcaster.
This comes after UK agency YMU launched a women’s football division, and has the popularity of the sport continues to grow globally.
Hayes has had among the most successful coaching careers in football, winning multiple titles and trophies while Manager at Chelsea in the Women’s Super League. She is now Head Coach with the United States Women’s National Team, where she led the team to Olympic gold and was recognised with The Best FIFA Women’s Coach award.
Also know as a leading advocate for the growth and development of women’s football globally, she has been seen more recently on British screens during the 2026 World Cup, offering insight into tactics and match preparation as a pundit and broadcaster on ITV. Her tactical masterclasses in the studio have gone viral several times.
At YMU, Hayes will be represented across commercial partnerships, broadcasting, speaking engagements, publishing opportunities and wider brand development. The agency will also work with her to develop a broader platform around her leadership perspective and longer-term influence across sport, media, business and culture.
Hayes sister, Rebecca Hayes, will jointly lead the account, working in partnership with YMU to identify and develop opportunities across sport, media, business and culture.
Mary Bekhait, CEO of YMU, said: “Emma is one of the most respected leaders in world sport. Her impact extends far beyond football; she is a cultural force, an exceptional communicator and an advocate for progress and excellence in everything she does.
“As we continue to build our Women’s Football division, there are few individuals who better embody the ambition, influence and opportunity that exists within the modern game. We are delighted to welcome Emma to YMU.”
Hayes said women’s football is “entering a defining period,” adding: “The game is growing quickly, and the opportunity is to now accelerate that growth with the right standards, structures and ambitions for the women’s game.
“I’ve spent my career working to push the game forward, and I’m excited to partner with YMU to expand that work further across sport, media, business and leadership. Their belief in the women’s game, combined with their expertise across talent, broadcasting, brand partnerships and wider platform building, makes this a natural and exciting partnership.”
