April 20 – Liverpool Ladies Football Club have signed Avon as the women’s team shirt sponsor, the first time the shirt sponsorship has been sold separately to the men’s shirt sponsorship which is currently held by Standard Chartered.The deal points the way to a separate and wider sponsorship pathway for brands that target the female demographic and the growing support for the women’s game in England.
It also creates revenue opportunities for the club to move towards funding its womens team and programme so that it is not wholly dependent on the mens game.
In a three-year deal, Avon becomes the principal partner and official ladies’ beauty partner of the team. Avon is the first female-focused brand to sponsor a top-tier women’s club team in England.
Billy Hogan, Liverpool FC’s managing director and chief commercial officer, said: “We are thrilled to welcome Avon to the Liverpool Ladies FC family as their first principal partner… We are looking forward to a fruitful partnership that will help bring women’s football to the top of the agenda.”
Liverpool will wear team kit featuring Avon’s logo for their first game of the WSL Spring Series against Yeovil Town Ladies at Huish Park this weekend.
Andrea Slater, general manager of Avon UK, said: “Avon’s purpose is to inspire and create a world with more empowered women. This sponsorship aims to inspire women all over the world to drive real change in women’s football – breaking down social barriers, challenging stereotypes, and empowering young girls and women to play the sport that they love.
“This sponsorship is another stride forward in our support for women and one that we’re approaching with whole-hearted commitment as we embark on this new and exciting venture together.”
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