Liberty Extends Naming Rights Partnership With A-league Women And Major Sponsorship Of A-league Men

Liberty Extends Naming Rights Partnership With A-league Women And Major Sponsorship Of A-league Men
B&T Magazine
Edited by B&T Magazine

The A-Leagues and Liberty, the non-bank focused on financial inclusion, today announced the extension to their partnership.

Liberty will remain the naming right’s partner of the Liberty ALeague women’s competition and a major sponsor of the Isuzu UTE A-League into the 2023/24 season. Liberty first partnered with Australia’s professional football leagues in 2021 and has demonstrated its continuing commitment to supporting the financial wellbeing, development and evolution of the women’s game in Australia through activity on and off the field.

Over the past two seasons, the Liberty A-League Women has made significant advancements in its growth ambitions with gender equity at its core. The competition has evolved with two new clubs (and a third announced for 23/24), an increased season duration (with a full 132 games scheduled for 23/24), a whole-ofleagues collective player agreement with gender equity embedded, and ongoing investment into the growing women’s competition. Fan attendance has increased over the past season and various initiatives including the Liberty A-League Pass, are delivering encouraging signs for further increases.

Commenting on the partnership renewal, Liberty CEO James Boyle said: “We’re proud to reaffirm our support for women in professional sport. The strides the Liberty A-League has taken toward greater gender equality in sport just in the last season align with Liberty’s culture of diversity and inclusion, making this a partnership and a sport we’re thrilled to continue to support.”

“It’s such an exciting time to be involved in women’s football especially in the year that the FIFA Women’s World Cup comes to our shores. Women’s football is rapidly increasing in popularity and we continue to stand by our commitment to help drive the growth of the league and women’s football throughout Australia.”

APL CEO, Danny Townsend, said: “We’re delighted to renew our partnership with Liberty – a partner that shares our vision of investing in the long-term sustainability of women’s football in Australia and delivering a truly engaging fan experience. Together we’ve made remarkable strides in the past two seasons, and the vision for the future is limitless.

“Football is the most inclusive and highest participation sport in the country and through this partnership we have propelled the visibility of women’s football exponentially, with initiatives like Liberty A-League Pass boosting awareness and accessibility at the grassroots level.”

As the 2022/23 season gears up to its Liberty A-League Grand Final on 30 April between Western United and Sydney FC, Liberty will also be supporting the fan experience with the inaugural Liberty Future Stars March. This pre-match event will see Liberty A-Leagues Pass holders take to the ground ahead of the game to highlight the role of grassroots clubs and players in the future of the sport. For over 25 years, Liberty has championed financial inclusion, innovation and flexibility.

Liberty also has strong credentials supporting women’s sport, ramping up its sponsorship plan in 2019 when it partnered with the Melbourne Renegades in the WBBL – the first independent season for the women’s league. Since then, Liberty has continued to support the Melbourne Renegades’ WBBL and BBL teams and is also financial services partner to Essendon Football Club, which enjoyed its first AFLW season this year.

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