The A-Leagues have announced non-bank lender Liberty as the first ever naming rights partner of the newly rebranded A-League Women’s competition for the 2021-22 season.
Commencing today, the multi-year deal 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.
With the season beginning on Friday December 3, this partnership signifies a new dawn for elite football 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”.
Liberty CEO James Boyle was delighted to further the company’s support and involvement in Australian sport.
“Through the Liberty A-League we reaffirm our support for women in professional sport. 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.”
In another milestone, from Friday December 3, the A-Leagues will unify its Facebook and Instagram channels, reinforcing its commitment to providing the best football fan experience across all Leagues.