Liberty announced as major sponsor for A-League Women

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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.

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Australian Sports Group reveals ambitious blueprint for Canberra United

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Image Credits: Canberra United

New Canberra United owners, Australian Sports Group, have outlined an ambitious investment blueprint for the future of the club.

The plans centre around strengthening the club’s foundations, establishing elite academy pathways, and the introduction of an A-League Men’s team. More broadly, it aims to create a stronger football ecosystem that connects players, clubs and communities across the Australian Capital Territory.

A key pillar of the strategy is the development of an elite academy. The proposed pathways will create opportunities for emerging talent to progress towards professional football, strengthening the connection between grassroots participation and the elite game. The academy would form an important foundation for the proposed A-League Men’s team. ASG are targeting an entry into the Men’s competition from 2028/29, pending required process.

The introduction of a men’s team would expand the club’s professional offering and create additional opportunities for players, coaches and football staff. It would also give local talent a clearer pathway towards senior football without having to leave the region.

Infrastructure investment is another central component of the blueprint. The group plans to improve football facilities and secure a long-term home for the club. These developments would support the women’s program while laying the groundwork for future expansion.

The strategy also prioritises stronger engagement across the ACT football community. The ownership group plans to work with local stakeholders and government to align the club’s growth with broader priorities for sport and community development.

The immediate focus remains on stabilising the women’s program and building the structures needed for long-term success. This approach provides a foundation for the club to expand its operations while maintaining its existing identity and community connections.

The investment blueprint signals a broader ambition for Canberra United. By combining elite player development, improved infrastructure and the potential introduction of a men’s team, the group aims to establish a sustainable professional football model for the capital. The vision positions Canberra United as a platform for growth across the region, with a pathway to connect grassroots participation, academy development and professional competition.

Ford Australia joins Newcastle Jets as major partner for 2026/27

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The Newcastle Jets have secured Ford Australia as a major partner for the 2026/27 season. This brings one of the country’s most established automotive brands onto the club’s A-League Men’s playing shirts.

Announced on 16 October, the partnership will see Ford Australia feature on the sleeve of the Jets’ men’s jerseys throughout the season.

The agreement connects Ford with a club that has a strong identity in the Hunter region. In addition, it provides a platform to engage with local supporters, families and the wider community through football.

Ford Australia Marketing Director Ambrose Henderson said the partnership would help the company connect with Jets fans across the region.

“Sport brings people together, and the Jets are an important part of the Hunter region,” Henderson said. “We’re looking forward to sharing that connection with the club’s fans and families – and helping them make the most of every journey, from match day to weekend adventures.”

For the Jets, the deal adds another major brand to their commercial portfolio as the club enters the 2026/27 campaign. Executive Chairman Maurice Bisetto welcomed Ford’s involvement.

“It is fantastic to have a partner on jump on board with enormous calibre such as Ford Australia,” Bisetto said.

The partnership also provides Ford with a connection to a growing football audience following a hugely successful 2025/26 season through a club whose reach extends beyond matchday, creating opportunities to engage with supporters through the season.

Financial terms and the duration of the agreement beyond the 2026/27 season were not disclosed.

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