Barclays Sign Record Multi-Year Deal With WSL In A Major Boost To Women’s Football

The Women’s Super League (WSL) and Women’s Championship have closed a multi-year title sponsorship deal with Barclays, amounting to  £45 million (S$77.5 million) according to British media reports. This is the most lucrative commercial agreement to date in English  women’s football.

With the new deal-reportedly £15 million a year for three years– the lender doubled down its investment to strengthen its support of the women’s game, which were taken over by Women’s Professional Leagues Limited (WPLL) in August.

“Barclays has been a leading light when it comes to supporting women’s football, and they become a founding partner for WPLL as we embark on a transformational journey to grow the game,” WPLL chief executive officer Nikki Doucet said in a statement.

“This record multi-year investment demonstrates long-term commitment and is important because it provides positive endorsement and increased support for what we are trying to accomplish.”

Additionally, the company extended its partnership with the Football Association (FA) for an additional three years, lasting until 2028. It has also renewed its men’s Premier League sponsorship for an additional four years, where it remains as the official banking partner until 2029.

Former Arsenal and England striker Ian Wright, who is an ambassador for Barclays, said, “We constantly talk about the sustainability of women’s football and the need for increased investment and long-term partners to truly accelerate the growth.

“Barclays are once again leading the way with their commitment. This investment is exactly what’s needed to not only continue the growth but also to ensure the game is sustainable for future generations.”

The deal is understood to be in the region including investment and marketing. Barclays became the title sponsors in 2019 and the renewal is said to be the biggest deal in women’s domestic football.

In addition, the WSL has struck a deal with ESPN to see the network broadcast games across the US, South America and the Caribbean.

The WSL has reported increasing viewership and attendees over the past few years. The league has experienced significant growth especially in the wake of England women’s triumph at  Euro 2022. According to Barclays data, the league now attracts 3.2 million followers, with average attendance at matches up 283% since the 2021-22 season.

Barclays became the title sponsor of the WSL in 2019 and the renewal is said to be the biggest deal in women’s domestic football.

Tom Corbett, group head of sponsorship at Barclays said, “This latest agreement solidifies our long-term commitment to supporting the game at every level and creating opportunities for everyone to benefit from it.”

The partnership will provide financial support to the WPLL, enabling them to invest in key areas such as player development, infrastructure improvements, and marketing initiatives.

As part of its commitment to women’s football across the United Kingdom, the lender also serves as the title sponsor for the Scottish Women’s Championship and League One. 

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With a history spanning over 325 years, the company is a prominent British multinational bank headquartered in London. The bank offers a wide range of financial services to individuals, businesses, and institutions globally. Barclays provides services in over 40 countries and is a global leader in the financial services industry.

The Women’s Super League (WSL) is the top tier of women’s football in England which was established in 2011. Teams like Chelsea FC Women, Manchester City WFC, Manchester United WFC and Arsenal WFC are top teams in the league.