The “Missing Managers” campaign isn’t just about awareness; it’s about action. It unites three major players – Xbox, Football Manager, and Sky Sports – to create a tangible pathway for aspiring female managers. Consider the stats: less than 9% of professional football managers in the UK are women, and only a handful hold top-tier UEFA Pro Licenses. The disparity is stark, and the campaign aims to change that.
From Gamer to Coach: The “Everyday Tactician” Model
Building on the success of Xbox’s “Everyday Tactician” initiative, this campaign scales up the opportunity. It invites female players to demonstrate their managerial prowess within Football Manager 26. Those who excel gain access to fully-funded professional coaching courses, delivered in partnership with The Powerhouse Project.
Successful applicants will earn UEFA qualifications and gain invaluable work experience at Barclays Women’s Super League (WSL) clubs. The program aims to transform virtual talent into real-world expertise, providing the skills and credentials needed to break into the professional coaching ranks.
The campaign’s impact extends beyond training and qualifications. Participants will also be immortalized as playable coaches in future editions of Football Manager, creating visibility for women in leadership roles within the game itself.
Spearheaded by US Women’s National Team Head Coach Emma Hayes, the campaign features a hero film and social series hosted by Mollie Kmita, co-founder of The Powerhouse Project and former professional player. The series includes discussions with Anita Asante, Izzy Christiansen, and Anton Toloui, exploring the realities of football management and the skills required for success.
“We talk a lot about visibility and opportunity — this campaign delivers both. Missing Managers uses creativity to open real pathways for women in football,” said Emma Hayes.
The “Missing Managers” campaign will be promoted across Sky Sports’ broadcast and digital channels, as well as Xbox’s platforms, and a dedicated online hub: www.footballmanager.com/xbox-missing-managers. A Powerhouse Project x Xbox community event on December 2nd will provide an initial opportunity for coaches to engage with the program.
The initiative isn’t a one-off; it’s a multi-year commitment. The campaign will extend into 2026, with follow-up stories highlighting the journeys of the program’s participants. This sustained effort aims to create lasting change and inspire future generations of female football managers.
Ultimately, “Missing Managers” is more than just a gaming campaign. It’s a bold attempt to address a systemic problem in football, using the power of technology and collaboration to create a more inclusive and equitable future for the sport.
