Priceline Pharmacy, Cadbury, Pantene, Rebel Sport, Commonwealth Bank: these are just some of the major brands that women’s football — both the W-League and the Matildas — has attracted to the sport in the past six months.
These aren’t simple sticker-slapping exercises, either; they are multi-year, multi-million-dollar deals with major brands that are both better-suited and more willing to “activate” their partnerships: to more visibly and actively promote the women’s game and its athletes to their wider markets.
In that sense, it’s Football Australia’s partnership with the Commonwealth Bank that is arguably the sport’s biggest financial coup. In early April, the FA announced that the bank recently rated the country’s strongest brand would become the new naming-rights partner and bank of the Matildas set-up (including senior and youth teams) until at least 2024. In addition, the bank will also invest in grassroots initiatives that aim to accelerate the game’s female development pathways. (by Samantha Lewis)
It’s been so good to see these developments, and the potential for growth and benefits extends so far beyond FAus, Sam Lewis puts it so well
Really keen to see how the success of the Matildas (and women’s leagues around the world) continue as more and more people and orgs continue investments such as these