Women’s football in England has taken a monumental step towards financial stability thanks to the agreement between Barclays and its two main league tiers: the Women’s Super League (WSL) and the Women’s Championship. The sponsorship deal, believed to be the most lucrative to date for these leagues, is valued at around 36 million euros, representing a crucial financial injection for their growth and stability.
Although exact figures have not been disclosed, Barclays has confirmed that it has doubled the value of its previous investment. The Guardian’s sources estimate that the deal will bring in between €11 million and €12 million per season to the top two leagues in title sponsorship alone, not counting the additional support the bank will provide through marketing commitments.
In addition to league sponsorship, Barclays will continue to support the development of women’s football from the grassroots level. The bank has extended its partnership with the Football Association (FA) through the Barclays Girls’ Football School Partnerships programme, which runs until 2028. The programme, which aims to encourage girls’ football in schools, has grown significantly from 3,000 participating schools in 2019 to 20,000 today.
SELF-SUSTAINING GIRLS’ FOOTBALL
This sponsorship deal comes at a pivotal time for the women’s leagues, which recently came under the administration of a new entity called Women’s Professional Leagues Limited (WPLL), after splitting from the FA. The main objective of WPLL is to ensure the financial sustainability of the two top leagues. Until now, the organisation has been funded mainly by a €24m loan from the Men’s Premier League, but the new deal with Barclays is seen as a decisive step towards self-sufficiency.
“This investment is what is needed for future generations.”
Ian Wright, former Arsenal and England striker and Barclays ambassador, stressed the importance of this commitment: ‘We constantly talk about the sustainability of women’s football and the need for increased investment and long-term partners to really accelerate its growth. Barclays is leading the way once again with its commitment. This investment is exactly what is needed to not only continue the growth, but to ensure the game is sustainable for future generations.
Nikki Doucet, CEO of WPLL underlined the significance of the agreement: ‘This record multi-year investment demonstrates a long-term commitment and is important because it provides a positive endorsement and further support for what we are trying to achieve.
This agreement between Barclays and the women’s leagues is not only a financial milestone, but also a symbol of the growing recognition and appreciation of women’s football globally. With such a significant investment, the future of women’s football in England looks to be more secure than ever, opening the door to new opportunities and advancements for women’s sport.
