The her-story of Women’s Football in Maidstone (so far…) Part 3

In recent years (some more recent than you would care to think) there has still been push back against the growth of the women’s game, be that unintentional or otherwise, but one of those changes came as recently as 2018, when Maidstone United followed the example of Arsenal and Chelsea, top division teams from the Women’s Super League which started back in 2010/11, by changing the name of their female team.

They dropped the word ‘Ladies’ and would henceforth be known as Maidstone United Women. This was seen as a big move to step in line with the modern women’s game. John Jackson, head of women’s football at the time, said: “We hope that we’ve never intentionally used the word ladies to be demeaning or belittling or anything like that. In fact, we’ve always seen it as a mark of respect in much the same way you might us the term gentlemen. The main reason we’ve changed is it seems that’s the modern trend that clubs are becoming a women’s side, rather than a ladies’ side. That’s the thinking behind it, to get in line with the modern game.”

Then manager Flavio Valentino echoed his support for the rebrand too, saying: “It’s a new chapter in the club. It’s a modern take on football, on how the club wants to move forward. I think women is a more empowering word.”

A link between the current top flight of English Women’s football and Maidstone United is of course, one Alessia Russo, she is now a household name, having scored a Puskas goal contender as well as a goal in a major final for England, but before the Euro finals in England in 2022, not many outside of Manchester or Maidstone may well have heard of her. Russo, who went to East Farleigh Primary School, got into football thanks to older brothers Giorgio and Luca. She played for the West Farleigh junior side, run at the time by her dad, Mario, before joining Bearsted. As a girl playing in a boys’ team there was the odd comment from opponents but nothing that bothered the youngster, a familiar story for many of the current squad at Maidstone United.

Russo was picked up by Charlton while still playing for Bearsted but it was her move to Chelsea as a teenager that accelerated her ambition to make something of herself in the women’s game. There was also a spell at Brighton before a big move to study and play in America took her game to another level and taught her how to be independent, living away from family. She then got her dream move to Manchester United before her most recent move to Arsenal, where just this summer, she won the Champions League and that second European Championship with England under Sarina Wiegman. Alessia has received both civic recognition and a mural at her first club, Bearsted FC, in recent years.

Speaking ahead of Maidstone United men’s trip to Coventry in the FA Cup fifth round a couple of seasons ago, she spoke about how she honed her craft on the old pitch at Maidstone United’s Gallagher Stadium while attending St Simon Stock Catholic School. She said: “I played a few school games at the Gallagher Stadium; school cup finals and stuff like that. I also had a Kent Schools FA game in a big County Cup game. I remember I had all my family there, which was cool because Kent is quite a big place so for it to be in Maidstone was really nice because all of my friends and family could come. I used to go down and train there sometimes with my old boys’ academy too, so I have lots of good memories from the Gallagher Stadium.” Maybe we could see her play at the Gallagher for the Stones one day?…

As recently as March 2024, the club put out a statement of intent, to raise the profile of their women’s first-team to a level more aligned with that of the men’s first-team, playing in the National League (Step 3). The club sought to appoint a new distinct first team coaching staff, reporting directly to the club board as well as seeking support and sponsorship for the women’s first-team from its existing and from new business partners.

Co-owner Oliver Ash said at the time: “The club wishes to place on record their sincere thanks to all those who have so far given time and great effort to working as volunteers with the women and girls teams. We welcome your support and help going forwards. As women’s football in general grows in importance these changes are intended to enable the Stones women and girls to contribute even more to the club’s high profile in years to come.”

The club also appointed Zach Foster-Crouch as Community Football Co-ordinator to oversee all women and girls football at the club with particular responsibility for driving these changes. With Tori Campbell now in her second season in the role of player manager, and plenty of local businesses on board as sponsors, the future is looking bright for Maidstone.

To the very current day then, and those changes helped the team finish fourth last season in the league along with two cup semi-finals to their name, the team find themselves having made their own history in the FA Cup already this season, and looking to better last season’s league position and gain promotion to the next step and beyond.

I personally have enjoyed getting to know this squad over the last year or so and putting a voice to the match footage during that time, hence why I wanted to write about Maidstone’s Women, past, present and future. And the way things are going, we cannot wait to see where their journey continues to take them, and we sure are excited to share it with you and them…