The Women’s A-League Signs New Naming Rights Deal With Liberty Lending Group
Earlier this year, the Australian Professional Leagues (APL), which took over control of Australia’s elite soccer leagues, recently decided to bring the men’s, women’s, and youth teams under one banner, the A-Leagues, to strengthen gender equality in Australian soccer.
And just recently, the top division women’s soccer association in Australia, the Women’s A-League, announced a new naming rights deal with Liberty Lending Group.
The league is now known as the Liberty A-League since the beginning of its season on December 3rd.
“Through the Liberty A-League we reaffirm our support for women in professional sport,” stated James Boyle, chief executive of Liberty.
“We are passionate about helping to provide the platform that women’s football deserves.”
As part of the multi-year partnership, Liberty also becomes the official lending partner of the A-Leagues, giving it activation rights across the men’s Isuzu UTE A-League along with both esport and youth competitions.
Additionally, the deal gives Liberty activations within the stadium during matches and on the women’s uniforms as well as brand exposure across all of the A-Leagues digital properties.
“This is an exciting and important moment for the game of football in Australia and for the growth of the women’s game in particular,” stated Ant Hearne, chief commercial officer of the A-Leagues.
“At A-Leagues we want to see equality and equity across football, including fair access to facilities, coaching, pathways into the game, as well as equal coverage. We know this is a work in progress, but the partnership with Liberty is a great step on the journey.”
Liberty’s sponsorship comes at an exciting time as Australia is preparing to co-host the 2023 Women’s World Cup with New Zealand.
