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German car giant Mercedes-Benz has added English soccer’s Women’s Super League (WSL) to its growing portfolio of women’s sports sponsorships.
Key details:
- Mercedes-Benz becomes official automotive partner of WSL
- Exclusive multi-year partnership covers top flight and second-tier WSL2
- Agreement also includes presenting partner status for new playoff game between bottom WSL side and third-placed WSL2 club
Context:
This is the second major women’s sports partnership in as many months for Mercedes, which in December became the new premier partner of the Women’s Tennis Association (WTA) in a deal reportedly worth US$50 million per year. The automotive company has also been an official patron of golf’s Women’s Open major since 2024.
The partnership sees the WSL continue its commercial momentum after securing new deals with energy firm British Gas and tech giant Apple, as well as a renewal with its ball supplier Nike.
The increase in commercial activity follows last year’s appointment of Two Circles as the exclusive sponsorship agency for the WSL and WSL2.
Comment:
“Partnering with Mercedes-Benz UK at this defining moment in the season reflects the scale, momentum and commercial potential of the women’s game,” said WSL Football chief revenue officer Zarah Al-Kudcy. “Bringing a brand of this calibre into WSL Football as our official automotive partner will help us elevate the game, deepen engagement with fans and players and accelerate long-term growth across both leagues.”
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