Xbox, Sky Sports, and Football Manager have teamed up to launch Missing Managers — a nationwide campaign designed to tackle football’s gender coaching gap and discover the next generation of female leaders in the sport.
The initiative follows the release of Football Manager 2026 (FM26) on Xbox Series X|S, Xbox One, PC, and Xbox Game Pass Ultimate, marking the first time women’s football has been fully integrated into the iconic simulation series. Despite the rapid growth of the women’s game, women currently represent just 9% of professional managers in England, highlighting how far the industry still has to go.
Empowering Women to Step Into Coaching
To help close that gap, the campaign has enlisted one of the most influential figures in world football — Emma Hayes, head coach of the US Women’s National Team. Hayes has long been an advocate for increasing opportunities for women in elite coaching.
“We need creative solutions to bring more women into coaching,” Hayes said. “This campaign is a fantastic example of giving aspiring coaches the confidence, education, and support they need. With the right chances, we’ll see more women thriving at the top level.”
How the Missing Managers Programme Works
Female FM26 players are encouraged to complete the new “First Victory” in-game achievement, celebrating the historic introduction of the women’s game into the franchise.
From those who complete it, up to eleven winners will receive:
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Fully funded scholarships to earn their UEFA coaching licenses
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Hands-on coaching placements at professional football clubs
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Mentorship and training delivered by The Powerhouse Project, an organisation dedicated to empowering women and girls in sport
Sports Interactive studio director Miles Jacobson emphasised the studio’s ambition to make a real-world impact beyond the game:
“Integrating the women’s game authentically into FM was only the first step. Now we’re thrilled to support real-life pathways for the next wave of female coaches.”
And for the first time ever, each winner will also be added as an in-game coach in the next edition of Football Manager, allowing players worldwide to hire them — a major step for representation in football.
Xbox: “Let’s Find the Missing Managers”
Xbox’s Senior Marketing Manager Mohan Gehlot highlighted why this moment is the perfect time to elevate women in sport:
“What better way to celebrate women’s football entering Football Manager than by helping real women take their first steps into coaching? We want to see representation across every level of the sport.”
How to Apply
Applying to become one of the Missing Managers is simple:
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Complete the “First Victory” achievement in Football Manager 26 on Xbox Game Pass
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Visit the official campaign webpage to submit your entry
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Review the competition T&Cs before applying
For full details, visit the official Missing Managers page via Xbox.
