September 14, (THEWILL) – Manchester City Women have become the first club in the Women’s Super League to announce a stadium naming rights agreement.
The deal with baby gear brand, Joie, will see the 7,000-seat Academy Stadium renamed, marking the first time the venue has had a sponsored name since opening in 2014. It is a landmark deal that demonstrates the rapid growth and commercial potential of women’s football. City agreed a multi-year partnership with Joie back in March with the aim of improving family-friendly facilities at the stadium.
This latest announcement seems set to take that partnership to the next level. Gavin Makel, Managing Director of Manchester City Women, said the deal was “a huge moment” for the club and women’s sport generally. He highlighted that it reflected the importance, expansion and appeal of the women’s game.
Joie, which started in the UK but now distributes to over 85 countries globally, said it was excited to maximise opportunities for families at City matches. The baby gear company has committed to a deal whose terms remain undisclosed.
The renaming of the Academy Stadium reinforces City’s commitment to growing its women’s team. With investment and infrastructure improving, women’s football continues to go from strength to strength as witnessed in the recently concluded FIFA Women’s World Cup in Australia and New Zealand.
Jude Obafemi is a versatile senior Correspondent at THEWILL Newspapers, excelling in sourcing, researching, and delivering sports news stories for both print and digital publications.
