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Breaking Barriers in Women’s Soccer

We recently interviewed Crystal Cuevas, founder of FindHerFootball and FindYourFootball, two platforms dedicated to growing visibility and accessibility in soccer. Her journey has been about breaking barriers, amplifying untold stories, and creating opportunities for players and fans alike. From media coverage to grassroots pickup games, she’s building a movement that ensures women’s soccer gets the recognition it deserves. With exciting expansions and new initiatives on the horizon, Cuevas continues to shape a more inclusive and connected future for the game.

Interview with Crystal Cuevas

Role in Football: FindHerFootball & FindYourFootball founder

Q&A:

Q: How would you define your journey as a woman in the soccer industry? What inspired you to step into this space and create platforms like FindHerFootball and FindYourFootball?

A: My journey in the soccer industry has been about breaking barriers, creating space, and making sure the game is accessible to everyone, especially women and underserved communities. I’ve always loved the sport, but I noticed early on that visibility and opportunities for women in soccer weren’t where they needed to be. I launched FindHerFootball to change that, to highlight the game, the players, and the stories that deserve to be seen. And with FindYourFootball, I wanted to ensure that the game is accessible at the grassroots level, connecting people through pickup soccer and community events.

Q: For those unfamiliar, can you introduce FindHerFootball and its mission? What gap in the soccer world did you see that led you to create this platform?

A: FindHerFootball is a media and publishing platform that grows visibility for women’s soccer. Our mission is to empower players, inspire fans, and elevate communities by showcasing the women’s game at every level, from local leagues to the biggest international tournaments. The gap I saw was that coverage of women’s soccer wasn’t consistent. There were big moments like the World Cup, but the day-to-day storytelling, the club game, the player journeys—those weren’t getting enough attention. FindHerFootball was created to fill that gap and give the women’s game the coverage it deserves.

Q: FindHerFootball is dedicated to bringing more visibility to women’s soccer. What have been some of the biggest challenges in increasing that visibility, and how do you work to overcome them?

A: One of the biggest challenges is fighting against outdated narratives that women’s soccer isn’t as marketable or profitable as men’s. That’s simply not true. There’s a passionate audience, but the infrastructure hasn’t always been built to serve them. We overcome this by creating our own ecosystem of storytelling, sponsorship, and community-driven engagement, shining a light on players, teams, and brands that believe in the future of the game.

Q: Can you elaborate on the types of events and activities FindYourFootball & FindHerFootball organizes? What’s the impact been like so far?

A: We do a mix of media coverage, community events, and activations. FindYourFootball hosts weekly pickup soccer sessions in NYC, creating spaces for people to just play. FindHerFootball focuses on digital media but also organizes events like watch parties, networking events for women in sports, and collaborations with brands that want to support the game. The impact has been incredible, bringing together fans, players, and businesses who care about growing the women’s game.

Q: Many women’s soccer players don’t receive the same media attention as their male counterparts. What role do grassroots efforts like FindHerFootball play in leveling the playing field for exposure?

A: Grassroots efforts are the foundation of change. While mainstream media may only cover big moments, platforms like FindHerFootball make sure players are consistently in the conversation, whether through highlights, interviews, or storytelling. We bridge the gap between fans and players, helping build a stronger, more connected community around the game.

Q: What has been the most rewarding moment since launching FindHerFootball? Any standout experiences that made you realize the impact of your work?

A: There have been so many, but one that stands out is when players reached out saying they felt seen because of our coverage. Whether it’s a player getting recognized or feeding fans the passion for their favorite players, those moments remind us WHY WE DO THIS. Seeing more brands come into the women’s game proves that our vision is a big win. It proves that change is happening and we are shaping a better belief in tomorrow for girls and women playing soccer.

Q: FindYourFootball focuses on local soccer activities and experiences in New York. How does this initiative create more opportunities for soccer fans to engage with the sport beyond just watching?

A: FindYourFootball isn’t just about playing, it’s about building a culture around the game. We’re creating experiences where people can show up, play, connect with others, and feel part of something bigger. Whether it’s through pickup sessions, tournaments, or brand activations, we give people a way to actively engage with soccer, not just as spectators but as participants.

Q: How do you see FindYourFootball & FindHerFootball expanding in the future? Are there plans to take the concept beyond New York or introduce new initiatives?

A: Absolutely. The vision is to scale FindHerFootball globally and bring FindYourFootball-style pickup leagues to more cities. We also want to create more structured partnerships with brands and sponsors who are ready to invest in women’s soccer. Another big goal is launching a SaaS dashboard to help media, marketing agencies, and stakeholders get real-time insights on the women’s game.

Q: What do you think needs to happen for women’s soccer to be more widely recognized in the soccer landscape?

A: Consistent coverage. Not just during major tournaments, but all year round.

Investment from brands and broadcasters. More sponsorships and media deals will help grow the game. Better storytelling. Fans connect through narratives, and women’s soccer has incredible stories to tell.

Q: How can everyday soccer fans help grow and support the women’s game? Whether through attending matches, engaging with content, or advocating for more visibility, what steps can they take?

Buy tickets. Support your local team. Engage with content. Share, like, and comment on women’s soccer posts. Support brands that invest in women’s soccer. Show companies that there’s a return on investment in the space. Talk about the game. Word of mouth is powerful. Introduce someone new to women’s soccer. Sign up for FindHerFootball weekly insider news.

Q: Are there any upcoming projects or collaborations that you’re particularly excited about? What can the FindHerFootball and FindYourFootball communities look forward to?

A: Yes. We’re working on a sponsorship accelerator program to help brands navigate investment in women’s soccer. We’re launching a weekly in-person event series at Chelsea Piers to bring together athletes, businesses, and community leaders. We’re also expanding our digital content with more interviews, highlight reels, and behind-the-scenes storytelling to showcase the women’s game.

Bonus Question: The Ultimate Mixt Team

Q: If you could create your dream 5-a-side team, mixing current and past players, who’s making the squad? 👀⚽

A:

Marta – The queen of creativity

Aitana Bonmatí – Pure midfield mastery

Crystal Dunn – Versatility and power

Birgit Prinz – A goal-scoring legend

Hope Solo – A game-changer between the posts