December 1 – Australia’s A-Leagues have signed financial lender Liberty as the naming rights partner of its A-League Women’s competition with the deal starting with the season start this Friday (December 3).
Described as a multi-year deal, Liberty will have naming rights to the A-League Women’s competition, Final Series, and will be designated the official lending partner of the A-Leagues – it has an existing partnership with the A-Leagues’ men’s competition.
Liberty will also be an official partner of the Isuzu Ute A League, A-League Youth and A-League eSports. No value was given for the deal.
A-Leagues managing director Danny Townsend said: “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.”
Following a commercial split of the professional club game from the Football Australia last year, the A-Leagues made a decision to rebrand away from being gender specific with the marketing of their competitions earlier this year (it is all football, whether it is men’s or women’s) but has kept separate naming rights partners.
The Australian Professional League (APL), which overseas the A-Leagues, recently signed a five-year broadcast deal with Ten’s parent company ViacomCBS to broadcast the A-Leagues across its free-to-air channels and also new streaming service Paramount+.
“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,” said Ant Hearne, A-Leagues chief commercial officer.
“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.”
Contact the writer of this story at moc.l1735091950labto1735091950ofdlr1735091950owedi1735091950sni@n1735091950osloh1735091950cin.l1735091950uap1735091950
