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The non-bank lender has become the official naming partner of the newly rebranded Liberty A-League Women’s competition for 2021/22.
Australia’s top women’s football competition, A-League Women, will commence the 2021/22 season with its first naming rights partner, following the confirmation that non-bank lender Liberty Financial (Liberty) has successfully secured the deal.
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Under the two-year deal, the competition will be named Liberty A-League Women.
As confirmed by Liberty, the arrangement will also see the lender become an official partner of the A-League Men and a broadcast partner of Channel 10.
The development marks the latest deal Liberty has signed with professional sports, with the non-bank lender partnering with the Women’s Big Bash League’s Melbourne Renegades in 2019.
In 2020, this partnership extended to the Melbourne’s Renegades Big Bash League side.
The following year, Liberty confirmed it had become the official financial services partner of the Australian Football League’s Essendon Bombers.
Liberty chief executive James Boyle said that this latest partnership reflected a new step for the lender, with both competitions sharing mutual values with Liberty.
“For nearly 25 years now Liberty has championed financial inclusion. We’ve demonstrated our free-thinking approach by helping Australians and New Zealanders from all walks of life,” Mr Boyle said.
“With participating teams across Australia and New Zealand, the A-Leagues share our culture of diversity and our pioneering spirit. The competition has taken significant strides towards creating a more inclusive sport. Like Liberty, the leagues are passionate about fostering gender equality on and off the field.”
Australian Professional Leagues – the operational body in charge of both A-Leagues – managing director and Sydney FC CEO Danny Townsend said that he believes this partnership reflects the competition’s ethos and will pave the way for greater opportunities.
“The Liberty team shares our passion for equality, diversity and for empowering women to pursue their dreams,” Mr Townsend said.
“By investing in women’s professional football through the Liberty A-League, we can together offer more pathways for emerging players, ensuring our world-class competition is truly sustainable.
“Football has an unrivalled participation in Australia and we have seen a significantly expanding interest in women’s football from grassroots through to the Matildas.
“As we work towards achieving equal coverage and pay, our partnership with Liberty is an important step on our journey and an exciting moment for Australian football.”
[Related: RedZed confirms BBL partnership]
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