The London Football Association (London FA) is proud to announce the appointment of Julia Cove-Smith as its new Independent Non-Executive Chair for the 2025–2029 term.

Her appointment, following a rigorous recruitment process led by London FA’s Nominations & Remuneration Committee and supported by specialist recruitment agency Perrett Laver, was ratified by the London FA Board of Directors in December 2024.

Julia will be London FA’s first ever female Chair and succeeds James Middlehurst, who served as Chair from 2018 to 2024 and played a key role in driving grassroots football growth across London and ensuring compliance with the Code for Sports Governance and the FA’s Code of Governance for County FAs.

A seasoned executive leader, Julia brings extensive experience from her 14-year tenure at Emma Bridgewater Ltd, where she served as CEO for eight years, steering the company through substantial growth, securing £8m in investment, and achieving B Corp certification. Her expertise spans senior marketing, business development, and e-commerce roles, with prior leadership positions at Waterstones and WHSmith.

She is also a member of the Keele Business School Advisory Board, a governor at Chiswick School and a Board Trustee at the Girls Friendly Society and Chair of their Quality & Impact Committee.

Outside of work, Julia is a London-based football and netball coach. She runs a grassroots U16 Girls football team in the Surrey Sunday League, volunteers in the sports team at WEST Youth Zone in Shepherd’s Bush and has been volunteering regularly for the past 8 years at a local state primary school, running inclusive after school netball clubs encouraging children to participate in team sports. 

On her appointment, Julia said: “I’m delighted to be appointed as Chair of the London FA at such a pivotal time for grassroots football in our capital. With an ambitious new strategy informed by member consultation, I’m looking forward to working alongside our CEO Paul Bickerton and the wider London FA team to enhance the positive impact of football across London.

“I've been passionate about grassroots football for a long time, and as a London resident I feel privileged to play my part in shaping the future of something that means so much to so many across our great capital city.”

London FA CEO, Paul Bickerton, added: “Julia’s exceptional leadership, commercial acumen, and deep passion for grassroots sports make her the ideal choice to take London FA forward. Her passion and interest in supporting anyone, especially young people, to keep active and enjoy playing sport at all levels align perfectly with our mission to make football accessible and impactful for all.

“I would also like to pay tribute to James Middlehurst, our outgoing Chair, who has led the organisation admirably over the past six years and leaves a firm legacy of good governance and participation growth behind.”

Julia Cove-Smith will start as the new London FA Chair on 01 February 2025.