July 30 – Liverpool have rebranded their women’s team from Liverpool Ladies to Liverpool FC Women in time for the start of the revamped Women’s Super League that kicks off September 8/9.
It is time for all-round rebranding of the women’s game that has changed its calendar from an annual format to a September to May season, and licensed 11 professional teams for the debut season.
The FA unveiled its new look for the WSL last month. Neil Redfearn, new manager of Liverpool, said of the fresh approach across the women’s game: “We are entering a new era for women’s football and this is an ideal time to review every aspect of our team, to ensure we are set up for future success. The renaming of my refreshed squad is just one aspect we’re looking at and fits perfectly with the overall move towards a more modern and inclusive game.”
The new name times the women’s club much closer to the men’s team and the Liverpool philosophy. The Women’s team has created a new set of assets for Liverpool’s commercial team to sell, witnessed by the shirt sponsorship with Avon, already a club partner but able to expand its brand presence and targeted marketing demographic.
Liverpool chief executive officer, Peter Moore, said: “I have witnessed women’s football go from strength to strength over the last few years and I’m excited about this new stage in the game. We are in a prime position to be at the forefront of these changes, so it was an obvious choice to rename the squad before the new season starts.”
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