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Atlanta’s new National Women’s Soccer League (NWSL) expansion franchise have signed a record-breaking front-of-shirt partnership with insurance company Aflac.
Key details:
- Pair sign seven-year partnership beginning in 2028
- Clubs says agreement is the largest deal in women’s sports history for a jersey or front-of-kit sponsorship
- Aflac will also receive matchday activations at Mercedes-Benz Stadium, integrated brand presence across digital and social, and serve as the presenting partner of key programming leading up to the club’s debut
Context:
The deal is worth US$28 million over seven years, according to Sportico.
The Portland Thorns and Amazon-owned home security company Ring signed a multi-year front-of-shirt partnership last February that was the richest deal of its kind in the NWSL at the time, according to multiple reports, although no financial terms were disclosed. The Thorns’ pact reportedly exceeded the agreement between Bay FC and Sutter Health, which is worth around US$2.5 million per year.
In the Women’s National Basketball Association (WNBA), the Golden State Valkyries are believed to have the richest jersey logo deal through their agreement with JPMorgan Chase, according to Sportico.
Aflac, which is already an official partner of the Atlanta Drive TFL golf team, signs on with the Atlanta NWSL expansion franchise after the league confirmed last November it will join the competition in 2028. The as-yet-unnamed side will be owned by Arthur Blank’s AMB Sports + Entertainment (AMBSE), whose portfolio includes Atlanta Drive, the National Football League’s (NFL) Atlanta Falcons, Major League Soccer’s (MLS) Atlanta United, and the Mercedes-Benz Stadium, where the future NWSL club will play its home games.
AMBSE is reportedly paying a record NWSL expansion fee of US$165 million.
Comment:
“When the NWSL awarded a new expansion franchise to Atlanta and AMBSE, we made a commitment to establish a world-class organisation for the fans of our city and state,” said AMBSE president Tim Zulawski.
“Identifying the right partners is a key aspect of building a new club. We are thrilled to partner with Aflac – a Georgia-based corporation with a storied tradition in the sports industry and a shared focus on giving back to the community – and represent their brand on the front of NWSL Atlanta 2028’s official kit.”
Virgil Miller, Aflac Incorporated and Aflac US president, added: “Aflac and AMBSE have shown that together, we can have a profound impact on the national sports landscape, while also making a difference in the places where we work and serve.
“Aflac is honoured to continue our partnership with AMBSE and help build NWSL Atlanta 2028 into a world-class organisation that will positively influence our community and the rapidly growing base of women’s sports fans.”
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