The New Gaffer: Meet the Godmother of Grassroots Football

Photo: Jade Keshia Gordon

East London Ladies FC and MOLO have teamed up to premier their documentary to shine a light on Viv Jeffers’ impact on women’s football.

With the UEFA Women’s Euro’s 2025 fast approaching, since 2022 there has been a significant increase in interest for women’s football – with Sport England reporting that 10,300 more women and girls playing football in grassroots clubs. East London Ladies has been at the forefront of this wave, receiving thousands of applicants per year, more than fully staffed teams can handle let alone one woman.

The short film, titled The New Gaffer, celebrates Viv’s profound impact on the game since 2014 and her dedication to building a football community for women and girls of all ages and abilities.

Viv has been instrumental in providing football opportunities for everyone, from her Little Dribbles team (aged 2 to 5) to her ‘Mum Squad’, supporting over 150 girls and women per week.

The short documentary shares Viv’s story – from her early days as a schoolgirl goalkeeper to her transition into coaching and her unwavering commitment to creating opportunities for women and girls in East London.

In the film, Viv reflects on her journey, sharing her experiences as one of the few women in the game during a time when football was often seen as a “boy’s sport.” The documentary also highlights how her efforts have changed the lives of many players, including four who are currently playing professionally.

Additionally, Viv speaks candidly about the realities of being a woman of colour (WOC) coach in 2025, a time when the women’s game is experiencing unprecedented growth and attention.

2024 marked a milestone year for Viv, celebrating ten years with East London Ladies FC, receiving the London FA’s Grassroots Club of the Year award, and being named the number one grassroots coach by Sky Bet Football.

By 2025, she’s widely regarded as the “Godmother of Grassroots Women’s Football” — and the documentary sheds light on how one person is managing eleven teams, hundreds of players, and all the training and development, all for the love of the game.

The New Gaffer documentary is available now exclusively on MOLO’s YouTube channel.

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