April 24 – Football jerseys represent prime advertising real estate in the sports marketing world, prompting England’s Women’s Professional Leagues Limited (WPLL) to enlist Two Circles, an international sports and entertainment firm, to secure a principal sleeve sponsor for the Women’s Super League (WSL).
As the exclusive sponsorship agency, Two Circles will be responsible for identifying and securing various partners for both the WSL and Women’s Championship through to the end of the 2028-29 season.
The successful partner will have its logo featured on the sleeves of all 24 WSL and Women’s Championship teams – a groundbreaking arrangement that would be the first of its kind for any men’s or women’s leagues in European football.
While this concept is novel in Europe, sleeve advertising has been well-established in the National Women’s Soccer League (NWSL) in the United States, where Ally Financial currently holds the exclusive sleeve sponsorship rights.
Since assuming management of women’s professional football in England, the WPLL has secured several impressive commercial deals, including recruiting Subway as the new title partner for the Women’s League Cup, extending a multi-year agreement with Barclays for naming rights to the WSL and Women’s Championship, and renewing domestic broadcast partnerships with Sky Sports and the BBC.
“We are committed to creating a sustainable, world-class league that players and fans can be proud of,” said WPLL chief revenue officer Zarah Al-Kudcy. “With its proven expertise in commercial strategy and a deep understanding of women’s sport, Two Circles is the perfect partner to help deliver on our vision.”
Gareth Balch, chief executive and co-founder of Two Circles, added: “Women’s football is experiencing unprecedented growth, and WPLL has a bold ambition to elevate the game to new heights. We’re excited to bring brands into this movement, creating partnerships that will enhance the league’s commercial strength while ensuring long-term investment in the players, clubs, and fans who are driving this brilliant transformation.”
Contact the writer of this story, Nick Webster, at moc.l1745499947labto1745499947ofdlr1745499947owedi1745499947sni@r1745499947etsbe1745499947w.kci1745499947n1745499947