Exclusive Interview: In Conversation with Helen Ward - Full Circle, Changing Games, and What Comes Next

Sophie Hurst
2 days ago
7 min read

Whilst women’s football sits in a very different place to how it used to, the game we see today isn’t always how it used to be. Players often had to carve out their own pathways and opportunities all whilst often juggling jobs outside of football too. These are players that fought for space, investment and equity - they are the trailblazers of the game. And so, we sat down with former Welsh International, Helen Ward, to discuss it all. Helen's career in football doesn’t follow a neat, modern blueprint, and that’s exactly what makes it so interesting. Long before academies, full-time contracts and carefully mapped pathways became the standard, Ward, just like many players of this era, was playing just because she loved it. The passion of football took priority, and everything around it was figured out as she went along. Now, having stepped away from playing and into a leadership role off the pitch, her perspective stretches across multiple eras of the women’s game.

Photo Credit: Football Association Of Wales

Born in Brent, London, Ward began her career with Watford, the club she supported growing up, and where she would spend 14 years developing into a prolific striker and captain. Her journey would later take her to Arsenal and then to Chelsea, where she joined in 2010 and spent three seasons, before eventually returning to Watford to close out her playing career. Alongside her club football, she became one of Wales’ most important players, scoring 44 goals in 105 caps and holding the national scoring record for years (until the legend, Jess Fishlock, took that crown…!). Now Head of Women’s Football at Watford, Ward’s story is one of longevity, adaptability, and a deep connection to the game at every level.

When she reflects on that journey now, there’s a clear line of journey to it all. Watford wasn’t just where her career began, it was also her introduction to football in its entirety. “I’ve been a supporter of Watford my whole life,” she says. “It was my first real experience of football. Even when I left, there was always that feeling that it would be nice to come back one day.” That return wasn’t always guaranteed, particularly as the club went through uncertain periods - a recurring problem for women’s teams, still - but when the opportunity came just before the birth of her son in 2017, it felt like the right moment. “It really did feel full circle,” she says. “And a really nice way to spend the last few years of my career.”

Growing Up Without a Pathway

For players coming through now, the structure of the women’s game feels increasingly structured and genuinely thought of through systems like academies and contracts, and even down to the increase in visibility of female footballers, creating more role models for young children, in particular young girls. However, for Ward’s generation, this didn’t exist.

“When I was younger, there wasn’t really a pathway,” she explains. “You didn’t see women’s football on TV, you didn’t know who the players were. You just played because you enjoyed it.” It wasn’t until she was around 15, stepping into senior football, that she realised the game could extend beyond youth level. Even then, it still wasn’t framed as a career in the way it is today.

The shift was gradual through moves to clubs like Arsenal, exposing her to a more structured environment, and by the time she signed there in 2009, the game began to feel more serious. “That was the first time I was actually being paid to play,” she says. “I was 22. Now you’ve got players signing professional contracts at 17 or 18 - it’s completely different.”

Despite that, there’s no sense of regret in how her journey unfolded. You’d probably expect players that didn’t get to experience the game in the shape it is today would want a chance to have a redo. But, if anything, Helen sees value in the unpredictability of it. “You can’t compare because it was out of our control,” she says. “But I really enjoyed my path. Maybe if it had been more professional earlier, it wouldn’t have suited me. You never know.”

The Changing Role of a Striker

As a traditional number nine, Ward built her game around movement in the box, finishing chances, and playing on the shoulder of defenders. In the modern game of football - men’s and women's included - this strict 9 role is rare to find, it has instead, evolved.

“There aren’t many out-and-out number nines anymore,” she says. “Everyone wants to drop deep, get involved in build-up play. It’s a completely different style.” While she appreciates the technical quality of the modern game, she also says that “There’s maybe less freedom now. Everything is more structured, more tactical.”

It’s not hard for her to imagine how she’d fit into the current landscape. “Sometimes I watch games and think I’d score a lot of goals in that team,” she admits. “But then I also think, would I even get picked? Because I’m not that type of player.”

When it comes to strikers she enjoys watching today, one stands out. “‘Bunny Shaw is the one for me,” Ward says. “She’s a proper number nine. She wants to be in the box, finishing chances, but she can also link play. She’s got everything.”

International Football Then and Now

Ward’s international career with Wales spanned over a decade, during a time when the structure of international football looked very different. With fewer games, less rotation, and a heavier reliance on core players, Helen, like some of her teammates, accumulated both minutes and goals consistently.

“I knew for a long period that I’d be playing every minute of every game,” she says. “That’s just not how it works anymore.” The modern game, with its focus on squad rotation, load management, and tactical flexibility, spreads opportunities more widely across the team.

That shift, she believes, will impact records too. “It’s not impossible for someone to break those numbers,” she says, referencing Jess Fishlock overtaking her Wales goal record, “but it’s harder now. Players aren’t getting the same volume of minutes over long periods.”

One of the defining moments of Ward’s post-playing career came as a fan watching Wales qualify for their first major tournament at UEFA Women’s Euro 2025.

“I was doing co-commentary the night they qualified,” she recalls. “When the final whistle went, me and Cath Morgan just looked at each other and burst into tears.” The emotion wasn’t just about the result, but what it represented for generations of players who had contributed to that moment.

“There are so many people who played a part in that journey,” she says. “To see it finally happen, and then to be part of the tournament in a different way, was really special.”

Motherhood and Football

Ward’s career also intersected with another reality many players of her generation faced, which was balancing elite football with motherhood, often without the support structures that exist today.

“It was tough,” she says plainly. Contracts weren’t always secure, and decisions around family could directly impact career opportunities. She recalls being told a new deal might not be appropriate because she wanted children, a reflection of the uncertainty players faced at the time, and one that women in any work place still face today. The stigma around motherhood and having a career is prevalent in any work sector you look at.

Despite that, Helen found ways, like all mothers do, to make it work, returning to football after both of her pregnancies and continuing to perform at a high level. “Having my kids actually gave me a different perspective,” she says. “It took the pressure off football in a way. You come home and realise there are more important things.”

The women’s game is in a much better position today with motherhood and the systems in place to support pregnant players, or players who are mothers and have families. Helen sees this slow improvement too. “There’s still work to do, but the support is much better,” she says. “And it’s amazing to see more players having children during their careers.”

Life After Playing

Like many players in the women’s game, Ward had to think about life beyond football long before retirement. Whilst post-playing-career planning is something female footballers still have to do, the weight of those decisions were much heavier back when the sport wasn't fully professionalised. Most players were not on full time contracts, and had to find external work in order to have a steady income.

Like many of these players, Helen worked throughout her career, and alongside playing, studied Professional Sports Writing & Broadcasting, and gradually built a foundation for what would come next.

“I think it’s really important to have something outside football,” she says. “Not just for financial reasons, but for your identity.” The transition out of the game can be difficult, particularly when the structure and community of a dressing room suddenly disappear. “Football moves on quickly,” she adds. “You have to be ready for that.”

Building the Future at Watford

Now in her role as Head of Women’s Football at Watford, Ward is involved in almost every aspect of the club, from operations and logistics to recruitment, strategy, and long-term planning. It’s a role that has given her a new appreciation for the work that happens behind the scenes.

“As a player, you just turn up and train,” she says. “Now I see how much goes into everything ; every session, every matchday, every decision.”

Helen’s ambition at the club is clear, in that she wants to take the club to the next level and establish stability in higher divisions. “The next step is promotion,” she says. “But more importantly, it’s about staying there and building something sustainable.” For the first time, the club is thinking beyond immediate survival and looking towards a long-term future that could, once again, include the Women’s Super League and competing at a high level.

What the Game Still Needs

Having experienced the game at every stage of its development, Ward is clear on what comes next. Growth isn’t just about money, although that plays a role, but what is also key is mindset.

“We need people to take the game seriously and give it the respect it deserves,” she says. “Investment helps, but it’s not everything.” Media coverage, storytelling, and fan engagement all play a crucial role in pushing the game forward.

“There’s always talk about how great women’s sport is to invest in,” she adds. “But we’re not always seeing that reflected. There needs to be a shift in how it’s valued.”

Ultimately, though, the responsibility doesn’t just sit with clubs or investors. “Get people to games,” she says. “Bring your friends, your family. That’s how the game grows.”