Fast food chain signs multi-year deal with WPLL worth ‘over UK£1m’.
Fast food restaurant chain Subway has been announced as the new title partner of English soccer’s Women’s League Cup.
Contract:
- Subway inks multi-year deal with Women’s Professional Leagues Limited (WPLL)
- Competition to be renamed Subway Women’s League Cup from this season
Context:
The deal is reportedly worth over UK£1 million (US$1.3 million) and includes a committed marketing spend from Subway, according to The Telegraph. The Women’s League Cup has been searching for a new title sponsor since Continental Tyres’ deal, which was reportedly worth half of the Subway agreement, expired at the end of the last season.
Subway’s other soccer sponsorships include serving as naming rights partner of the Socceroos men’s national team. That tie-up with Football Australia, signed in September 2022, is reportedly worth almost AUS$12 million (US$7.6 million) over three years.
The new pact marks the latest commercial milestone for WPLL since it took over the running of the Women’s Super League (WSL) and Women’s Championship from the Football Association (FA) this summer. Since then, Barclays has extended its title sponsorship of both competitions, while a five-year rights extension with Sky Sports and the BBC was hailed by WPLL as the ‘most significant broadcast partnership ever’ for women’s soccer in the UK and Ireland.
Comment:
“The partnership with WPLL represents a significant step forward in our Fresh Moves initiative,” said Kirstey Elston, EMEA brand and UK and Ireland marketing director at Subway.
“By partnering with the Women’s League Cup, we’re not just investing in a well-established domestic competition, we’re investing in the future of women’s football, aligning with our mission to make sport more inclusive and accessible in the UK.”
Nikki Doucet, chief executive of WPLL, added: “We are thrilled that Subway have come on board as title partner for the Women’s League Cup as we continue on our journey to build the most distinctive, competitive and entertaining women’s football club cup competition in the world.
“We need partners like Subway who believe in our vision to transform the game and are committed to developing opportunities both on and off the pitch for women in football”.
Coming next:
The partnership announcement coincides with the quarter-final and semi-final draw of the Women’s League Cup, which takes place on 16th December.
Credit: https://www.sportspro.com/news/womens-league-cup-subway-title-sponsorship-wpll-december-2024/