Liberty signs flagship sponsorship deal with A-League

by Mike Wood01 Dec 2021

Liberty has announced that it will be the naming rights sponsor of Australia’s leading women’s football league, the Liberty A-League Women, for the next two years.

The sponsorship will tie in with their existing sponsorship deal with the A-League Men and the television network that broadcasts both A-Leagues, Channel Ten.

It is the biggest involvement yet in sports sponsorship for Liberty, who have preexisting deals with Melbourne Renegades in both the women’s and men’s Big Bash League cricket competitions, and with Essendon in the AFLW.

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The A-Leagues made a landmark decision to rebrand away from men’s and women’s competitions earlier this year, but will retain separate naming rights partners.

“For nearly 25 years now Liberty has championed financial inclusion,” said Liberty CEO James Boyle. “We’ve demonstrated our free-thinking approach by helping Australians and New Zealanders from all walks of life.”

“With participating teams across Australia and New Zealand, the A-Leagues share our culture of diversity and our pioneering spirit.”

“The competition has taken significant strides towards creating a more inclusive sport. Like Liberty, the leagues are passionate about fostering gender equality on and off the field.”

“Through the Liberty A-League, we reaffirm our support for women in professional sport. Just as we have helped to raise the profile of women’s cricket in the Big Bash League (WBBL), we’re passionate about helping to provide the platform women’s football deserves.”