The Arsenal and England forward is backing Starling Bank's Kick On campaign, which aims to increase funding for grassroots women's football
Alessia Russo has experienced almost every level of the women's game.
From playing football as a youngster to representing England and to follow that journey.
For many girls, the biggest barrier isn't ability. It can be the cost of playing, the distance to their nearest club or whether a local team has enough funding to continue providing opportunities.
That is why Russo is backing Starling Bank's Kick On campaign, which aims to connect 2,000 businesses with local grassroots women's teams while subsidising the cost of kit sponsorship.
For Russo, supporting grassroots football isn't simply about growing the game today. It could help uncover the stars of tomorrow.
The gap between the top and bottom of the game
Women's football in England has experienced remarkable growth in recent years.
The Women's Super League has attracted bigger crowds and increased commercial interest, while the success of the Lionesses has inspired another generation of girls to play.
But that growth isn't necessarily being felt equally throughout the pyramid.
At grassroots level, clubs can still face major financial pressures, with funding affecting everything from kits and facilities to the number of teams they can operate.
According to research highlighted by Kick On, 97% of grassroots female football coaches say their team needs more funding, while 76% of female players say they could leave their team or football altogether if additional funding isn't secured over the next five years.
Russo knows where the journey begins
Before the Emirates Stadium and England shirts, Russo was simply another young player falling in love with football.
That experience is one of the reasons she believes grassroots football deserves greater attention.
"For me, looking back at my grassroots at the time, it was where the love for football began. It's where you start to find the joy and the passion."
The Arsenal forward also remembers players from her younger years who had the potential to progress but ultimately couldn't continue their footballing journeys.
"Unfortunately they lived too far away from teams, or there wasn't a local team that was being funded where they could go and play and really kick on their career."
For Russo, that represents a huge missed opportunity.
"We could miss out on players that could go and be superstars."
Access shouldn't depend on where you live
Russo believes one of the biggest priorities should be making football accessible to girls regardless of where they live.
"I would want to make sure that every girl has access to a local team that is really backing sport."
She believes travelling long distances simply to find somewhere to play shouldn't be normal.
"I don't think you should have to travel miles away to go and find a team. Living where you live shouldn't affect your access to football."
If a girl doesn't have a team nearby, she may never enter the development pathway in the first place.
For Russo, the foundations need to be in place before worrying about what happens at the top.
"The foundation needs to be laid at the bottom to push on the top and make sure that we're not missing anyone."
The next generation is already emerging
There are already plenty of examples of young players making the journey from academy football to the professional game and international level.
At Arsenal, Russo has seen that pathway developing around her.
Michelle Agyemang and Katie Reid have both emerged from the club's academy and been involved with England, while Agyemang became one of the breakout stars of Euro 2025.
Elsewhere, Freya Godfrey came through Arsenal's academy before moving to London City Lionesses, while Chelsea have continued to develop young talents including Aggie Beever-Jones and Chloe Sarwie.
Manchester City midfielder Laura Blindkilde Brown is another example, having progressed through Birmingham's academy before establishing herself at City and earning senior England caps.
Russo believes there are plenty more players waiting for their opportunity.
"We've got so many talented players coming through."
What Kick On is trying to change
That is where Kick On comes in.
The Starling Bank initiative aims to connect local businesses with grassroots women's football teams, helping clubs secure sponsorship and cover some of the costs associated with running their teams.
The campaign plans to match 2,000 businesses with grassroots teams and subsidise kit sponsorship costs.
For clubs operating with limited resources, that support could make a meaningful difference — helping provide equipment and, most importantly, making it easier for teams to continue giving girls somewhere to play.
Building the pathway to future Lionesses
Russo's message ultimately comes down to one thing: opportunity.
The growth of women's football has created more possibilities than ever, but the future of the game depends on making sure girls can access those opportunities from the beginning.
The next superstar could already be playing on a grassroots pitch somewhere in the country.
The challenge is making sure she gets the chance to keep playing.
