Manchester City Women have agreed a stadium naming rights partnership with Joie for their Academy Stadium, the home of their women’s team.
Joie started their partnership with City Women’s team in March earlier this year to become the club’s Official Family Partner and will continue that deal alongside acquiring the stadium naming rights.
Both parties pledge to improve family friendly services at the stadium, as well as offering the best possible matchday experience for fans of all ages across all stadium facilities.
This marks significance as it becomes the first stadium naming rights deal for a Women’s Super League club. The newly renamed Joie Stadium will play host to Manchester City’s second WSL game of the upcoming season against Chelsea on October 8.
The stadium, which opened in 2014, is the only purpose-built stadium in the Women’s Super League and is the home of Manchester City Women. Its current capacity is 7,000 and also hosts many of City’s Elite Development Squad and youth team matches.
Founded in 2011 and originating in the UK, Joie is a family brand that works tirelessly, with families at its heart, to create safety inspired, innovatively designed products that makes parents’ lives that bit easier.
Drawing on decades of industry experience, their devotion to infant products is aimed at doing what is right for parents, children and the environment.
Further internal and external branding featuring the Joie logo will appear across the stadium, with Joie continuing to get involved at every Women’s team fixture.
Gavin Makel, Managing Director of Manchester City Women, explained the importance of this deal for the team in a club press release.
“Today is a really significant moment for Manchester City, as we welcome Joie as Official Stadium Naming Partner,” he said.
“Not only is this a huge moment for Manchester City Women but also for the wider club as the stadium changes name for the first time since its opening in 2014.
“A Women’s team partner since March this year, Joie shares our commitment to family values and high standards, and we’re delighted the brand has chosen to extend its current relationship.
“It is a further reflection of the importance, growth and commercial appeal of Manchester City Women and the wider women’s game, and we are excited to work together with Joie to maximise opportunities for families at our matches.”
David Welsh, Senior Managing Director of Joie, echoed the positive sentiment of the club in regard to this new deal.
“Joie is a family-first brand committed to making childhood and family days out as joyful as possible,” he added via media release.
“We believe that football offers an unforgettable experience for families and by partnering with Manchester City Women and becoming the Official Stadium Naming Partner, we aim to make it truly accessible for all – whether that’s families with babies or parents of older children who will love playing in the Fan Zone.
“We’re incredibly proud of the steps we are making to help provide an all-inclusive experience and are committed to further developing our offer and ensuring that the Joie Stadium is one of the most family-friendly in the Women’s Super League.”
The deal is another step forward for Manchester City women’s team and Women’s football as they gear up for the most anticipated Women’s Super League season in history which kicks off on October 1.