Women’s football chief says banking giant doubling investment in top two divisions is a ‘landmark moment’
NIKKI DOUCET says a new deal with Barclays to double its sponsorship of the WSL and Women’s Championship is a “historic” moment for the game.
The English women’s football chief was sharing her thoughts on the new multi-year agreement thought to be worth £45million.
AlamyBarclays has doubled its sponsorship of the Women’s Super League (WSL) and Women’s Championship[/caption]
WPPL chief Nikki Doucet described the new agreement as a landmark moment for women’s football
The deal, announced today, is claimed to be double the value of the bank’s previous investment as a title sponsor of the WSL and Women’s Championship.
It is thought to be around £15m annually over three years.
It is the first multimillion sponsorship agreement to be sealed by the Women’s Professional Leagues Limited’s (WPLL) since its takeover of the top two tiers of the game.
WPLL chief Nikki Doucet told Sky Sports: “This is a landmark historic moment for women’s football.
“No one can question Barclay’s commitment. They’ve been a long-term partner.
“They’ve seen their investment and what’s happening with all the growth in the women’s game and their belief in the growth going forward.
“It’s incredible to see them double their investment and to continue to partner with us.”
When Barclays commenced its title sponsorship of the WSL in 2019, the deal was the largest investment into women’s sport in the UK made by a brand.
In the past five years the league has become the most followed women’s domestic sports division.
Average attendances at games are claimed to have risen by 283 per cent since the 2021-22 season.
Doucet adds: “The aim is for us to continue to grow and to put on the best football competition we possibly can and continue to watch exciting football.”
Barclays partnership with the FA has also been extended for another four years.
The banking firm intends to use it to focus on improving equality on and off the pitch through a girls’ football partnerships with schools.
The announcement comes four days after respondents to a Sky Sports study said watching female athletes on television inspires young women to take part in sport.
Findings from the research, which explored increased visibility of sportswomen, were released before the start of the 2024-25 WSL season which kicked off last Friday (September 20).
According to Sky, 70 per cent of the 2,000 18 to 29-year-olds questioned see professional athletes as the most influential role models in sport for young women.
And more than three quarters (78%) believe female footballers are becoming more prominent in both celebrity culture and fashion.
Last weekend’s WSL season-openers saw Chelsea, Brighton, Manchester United and Tottenham pick up wins from their first games of this campaign.
And last term’s title runners-up Manchester City drew 2-2 with Arsenal at the Emirates while Leicester also claimed a point on the road drawing 1-1 with Liverpool.
Meanwhile in the Women’s Championship Charlton are currently top of the table and unbeaten after three games.
GettyDoucet is hopeful this term’s Women’s Championship and WSL contests will be most the competitive yet[/caption]
And their promotion chasing rivals Birmingham and London City are on seven points each and with Durham, who are fourth, on six.
WPLL boss Doucet said: “You’re going to see probably the most competitive WSL season yet. This past weekend showed a lot of that.
“I think the Championship is going to be equally incredibly competitive”.
