Crux Football, the European women’s football multi‑club ownership group dedicated to transforming women’s football in Europe and founded by former New Zealand captain Bex Smith, has appointed Clément Barouillet as its new Director of Marketing & Intelligence.
Crux Football is building a dedicated, multi-club model, acquiring control positions in women’s clubs across Europe and operating them as independent, player‑first businesses with their own identities, supported by shared world‑class infrastructure in performance, commercial, media, and data. In October 2025, Crux announced the acquisition of its first club, Première Ligue Division 1 team Montpellier HSC Féminines and will be announcing its second acquisition very soon.
In his new role, Barouillet will lead marketing, fan intelligence, and commercial strategy across Crux Football’s growing network of clubs, with a particular focus on unlocking the full commercial potential of women’s football through diversified, data‑led revenues; encompassing ticketing and membership, as well as sponsorship, media, and fan‑centric, data‑driven engagement.
Barouillet said: “I have had a front‑row seat to the most successful women’s football projects of the last decade, and I’ve seen first-hand the challenge of turning that momentum into sustainable club businesses. Audience growth, brand building, and commercial development will be the key pillars for our clubs, with data and insights guiding our decisions on and off the pitch. I am joining a ‘Dream Team’ at Crux Football – the right combination of vision, leadership, and expertise to redefine how women’s football clubs are built for their players and their fans.”
Bex Smith, Founder & CEO of Crux Football, said: “Clément understands exactly where the women’s game is right now with incredible growth, but still a long way to go in terms of sustainable, standalone club businesses. At Crux, we believe that women’s football deserves its own structures, not a copy‑paste of the men’s model. Clément’s blend of commercial creativity and data discipline is a perfect fit for building clubs that can genuinely scale: clubs with strong identities, deeper fan relationships, and partnership models that deliver real value for brands and for the women’s game.”
