The latest UEFA Club Benchmarking Report sheds a bright light on women’s football in Europe. Among many themes covered in the report is the commercial context, and more specifically, what’s the leagues naming rights sponsorship landscape looks like?
While the report shares an overview of the sponsorship sector, it does not reveal which brands are involved in each country. Fortunately, Sidelines Media saved you the hassle of compiling this information.
Financial Services Naming Rights
Financial services companies are the most represented industry sector with a total of eight leagues having a financial services brand attached to their name.
Barclays Women’s Super League (England)
The most popular league is benefiting from the support of a well known global brand. Barclays Bank is an ever present supporter of women’s football in England. Acting as the league’s naming rights partner since 2019 in a three year deal valued at over 15M GBP. Towards the end of 2021, the bank announced it’s extending its support by three additional years including a naming rights deal for the FA Women’s Championship as of the 2022/23 season.
AXA Women’s Super League (Switzerland)
The French Insurance giant AXA came on board as the naming rights partner for the Women’s Super League and Cup in Switzerland in the 2020-21 season. The partnership is with the Swiss Football Federation which manages these competitions.
Liga BPI (Portugal)
In 2018, the Portuguese Football Federation announced a partnership with BPI Bank. This Bank sits under the Caixa Bank Group. The deal with Portuguese football includes a naming rights agreement for the women’s league as well as supporting the women’s and men’s national teams.
Gjensidige Kvindeliga (Denmark)
The Norwegian founded and Nordics encompassing insurance company, Gjensidige, is the naming rights partner of the women’s football league in Denmark. The deal started in 2019 and is expected to run until July 2022 is valued at 800K EUR. Interestingly, the deal also includes an injury prevention component.
Danske Bank Women’s Premiership (Northern Ireland)
The bank has been a sponsor of the men’s premiership in NI (Northern Ireland) since the competition’s inception eight years ago and extended this deal to the women’s premiership when it was established in 2016. In February 2020, the bank and both leagues announced a three-year extension of the partnership.
Faroe Island Betri Women’s League
Similarly to NI, in Faroe Island, the women’s and men’s leagues have a joint sponsor, Betri, the local domestic insurance company.
Simple by OTP Women’s League (Hungary)
Part of OTP Bank, simple is an arm of the business which is the naming rights partner for the women’s league in Hungary.
Swiss Capital League (Bulgaria)
No further details.
Other Industry Sectors
An additional 12 leagues have naming rights partnerships with a variety of industry sectors.
Primera Iberdrola (Spain)
The Primera Iberdrola (aka Liga Iberdrola is) Spain’s top women’s football league. The league is run by the Spanish Football Federation and not by LaLiga. A naming rights partner of the league since 2016, the energy company also carries the name for Spain’s second division, Reto Iberdrola, and the Spanish Copa De La Reina and the Super Cup. These competitions will continue to carry the Iberdrola name until 2024/25.
D1 Arkema (France)
D1 Arkema is the highest level of women’s football in France. Arkema is a worldwide leader in the speciality materials industry. Arkema signed a three-year deal in the 2019-20 season to become the naming rights partner of this competition following a sponsorship of the 2019 FIFA Women’s World Cup which took place in France.
SUBWAY Kansallinen Liiga (Finland)
Here’s a brand we all recognize. SUBWAY (what’s your favourite sandwich combination?), is the naming rights partner of the Finnish women’s football league. Announced only two years ago, the partnership has won several awards since including UEFA’s best brand development work in 2021.
Scooore Super League (Belgium)
Scooore is the sports betting brand of the National Lottery in Belgium. The naming rights deal for the league in Belgium comes as part of a wider deal with the Belgian Football Association. The deal began in the summer of 2020 and is expected to run over four years.
Pure Energie Vrouwen Eredivisie (Netherlands)
In February 2021, the Dutch-based renewable energy company became the first-ever naming rights partner of the top women’s football division in the country. The deal is expected to run until the 2023/24 season.
FLYERALARM Frauen Bundesliga (Germany)
Since 2013, The German e-commerce/online printing company FLYERALARM has been supporting women’s football in Germany. First, the company sponsored the national team. In the 2019/20 season, it also became the naming rights partner for the Frauen Bundesliga. The deal is expected to run until the 2022/23 season.
OBOS Damallsvenskan (Sweden)
OBOS, a leading housing developer in Sweden and Norway, became the naming rights partner of the Damallsvenskan in 2018. The deal is valued at 40 million Swedish Krona and spread over a period of five years.
Planet Pure Frauen Bundesliga (Austria)
Dating back to 2018, the eco-friendly cleaning products manufacturer Planet Pure became the naming rights partner for the Frauen Bundesliga in Austria. Two years into the partnership the two parties agreed on an extension until 2023.
Serie A TIMVision (Italy)
TIMVision, part of the TIM Group, is a leader in the Italian information and communication technologies sector. In 2019, TIMVision (the streaming business of the TIM Group) became the naming rights partner of Italy’s top women’s football competition.
Turkcell Kadin Futbol Ligi (Turkey)
Leveraging International Women’s Day in 2021, the Turkish Telco giant Turkcell announced its naming rights partnership with the top division of women’s football in Turkey.
Park’s Motor Group Women’s Premier League (Scotland)
Park’s Motor Group is a privately owned motor dealership that became the naming rights partner of the Scottish Women’s Premier League for the 2021/22 season.
Genero Adran Leagues (Wales)
In September 2021, Genero Creative group, A Cardiff based events agency, teamed up with the Welsh Football Association to launch the Genero Adran Leagues.
Simply put, brands are paying attention to women’s football across Europe. While the majority of brands involved are not household names associated globally, some are strong domestically. It is encouraging to watch brands investing and extending their deals. It also needs to be acknowledged that the cost of entry is lower to secure the top and emerging sports assets. Long may it continue.