One of the biggest barriers to private investment is convincing club owners there is a successful business model – in short, that they can make money.
Some teams, like WSL champions Chelsea, are actively seeking private investors to buy stakes in the club.
London City Lionesses owner Michele Kang – who also owns Lyon and Washington Spirit – believes in the marketability of women’s football, but there are concerns that not all owners feel the same.
“I think for all the owners, we have to find the ones that believe in the future and see the path that will take more investment,” said Doucet.
“That mindset, and what we need to do for women’s football, might be different to what we have done on the men’s side.”
Doucet insists all WSL and Women’s Championship club owners “believe” in the project because they “signed up” to form the company.
A stumbling block in attracting investment for WSL clubs – all of which currently have Premier League counterparts – is they might have existing sponsorship deals.
For example, shirt sponsors or stadium naming rights are likely off the cards.
Another issue is that the 15:00 Saturday blackout is “not an option” the WSL can currently explore when discussing new broadcast deals.
That issue is compounded by a busy international calendar.
“Everything’s been based on either the TV or revenue. As we’re growing, we have to figure out the right ways to partner,” said Doucet.
“I think figuring out the right stadiums is also really important for the fanbase, and for the clubs.”