The A-Leagues today announced that non-bank lender Liberty has become the first ever naming rights partner of the newly rebranded A-League Women’s competition for the 2021-22 season, which kicks off on Friday 3 December.
The multi-year deal, commencing today includes naming rights partnership of the A-League Women’s competition, Final Series, and the Official Lending Partner of the A-Leagues. Liberty will
also be an official Partner of the Isuzu UTE A League, A-League Youth and A-League eSports.
This partnership heralds a new dawn for elite football competitions in Australia, as men’s and women’s competitions become partners at the top of the A-Leagues game: furthering football’s position as the country’s most inclusive sport to grow the game for everyone.
The investment also marks a milestone in women’s professional football, with interest in the game increasing in the lead up to the FIFA Women’s World Cup 2023 to be held in Australia and New
Zealand.
Announcing the partnership, A-Leagues Managing Director Danny Townsend stated, “The A-Leagues is proud and excited to welcome Liberty as a new naming rights partner. The team
shares our passion for football, for diversity and for empowering women to pursue their dreams.
“We have seen a significantly expanding interest in women’s football – from grassroots through to the Matildas. By investing in women’s professional football through Liberty A-League, we offer more pathways for emerging players, ensuring our world-class competition is truly sustainable.”
And Liberty is delighted to further its support and involvement in Australian sport.
“Through the Liberty A-League we reaffirm our support for women in professional sport,” said Liberty CEO, James Boyle. “We are passionate about helping to provide the platform that women’s
football deserves.
“As a pioneer of financial inclusion, we support those who forge their own path, both on and off the field. The athletes currently playing in the Liberty A-League embody this spirit – they are the
trailblazers at the top of their game.”
Liberty’s investment in the women’s competition is the latest milestone in the A-Leagues’ ambitious growth and commercial development strategy.
“This is an exciting and important moment for the game of football in Australia and for the growth of the women’s game in particular. At A-Leagues we want to see equality and equity across
football, including fair access to facilities, coaching, pathways into the game, as well as equal coverage. We know this is a work in progress, but the partnership with Liberty is a great step on
the journey,” said Ant Hearne, Chief Commercial Officer.
The partnership follows on from the Isuzu UTE A-League naming rights partnership, with the 2021/22 men’s season kicking off two weeks ago, as well as the recently unveiled content partnership with 10 ViacomCBS across both free-to-air and their new streaming service Paramount+. The APL has also recently launched KEEPUP, the digital home of global football in Australia, which will be used as a key tool in expanding the coverage of the Liberty A-League. It
also comes just ten months after the APL took over the running of Australia’s elite club competitions.
The naming rights agreement covers a broad range of marketing opportunities including player kit branding, signage and branding rights across all A-Leagues channels, digital content and
activation rights at all A-League Women’s matches.
