September 14 – Manchester City have announced baby gear brand Joie as the Official Stadium Naming Partner of the Academy stadium, home to Manchester City Women, making it the first club in the Women’s Super League to secure a commercial agreement for its stadium naming rights.
The announcement marks the next phase of a multi-year partnership between the two organisations which began in March with the brand named as the Club’s Official Family Partner.
The newly-named Joie Stadium opened in 2014 specifically for the club’s women’s team and still stands as the only purpose-built stadium in the Women’s Super League.
MCFC Academy and Youth matches are also often hosted in the 7000-seater stadium, which neighbours the 55,000-seater Etihad Stadium, home of the men’s first team, as part of the club’s facilities complex in East Manchester.
The club say that internal and external branding featuring the Joie logo will appear across stadium assets, as well as the brand working with the club’s social media team to create content with MCFC women’s team.
Gavin Makel, Managing Director, Manchester City Women, said: “Today is a really significant moment for Manchester City, as we welcome Joie as Official Stadium Naming Partner. Not only is this a huge moment for Manchester City Women but also for the wider club as the stadium changes name for the first time since its opening in 2014.
“A Women’s team partner since March this year, Joie shares our commitment to family values and high standards and we’re delighted the brand has chosen to extend its current relationship.”
No value was given for the naming rights.
David Welsh, Senior Managing Director, Joie, said: “We believe that football offers an unforgettable experience for families and by partnering with Manchester City Women and becoming the Official Stadium Naming Partner, we aim to make it truly accessible for all – whether that’s families with babies or parents of older children who will love playing in the Fan Zone.
Manchester City Women begin their Women’s Super League campaign away against West Ham on the October 1, with the ambition of taking the first steps towards lifting the trophy for the first time since 2016.
Contact the writer of this story, Harry Ewing, at email@example.com