Liberty extends naming rights partnership with A-League Women and agrees major sponsorship with A-League Men

The A-Leagues and Liberty have today announced the extension to their partnership with the ‘non-bank’ to remain the naming right’s partner of the Liberty A-League women’s competition and a major sponsor of the Isuzu UTE A-League into the 2023/24 season.

Liberty first partnered with Australia’s professional football leagues in 2021 and has demonstrated its continuing commitment to supporting the financial wellbeing, development and evolution of the women’s game in Australia through activity on and off the field.

Over the past two seasons, the Liberty A-League Women has made significant advancements in its growth ambitions with gender equity at its core. The competition has evolved with two new clubs (and a third announced for 2023/24), an increased season duration (with a full 132 games scheduled for 2023/24), a whole-of-leagues collective player agreement with gender equity embedded, and ongoing investment into the growing women’s competition.

Fan attendance has increased over the past season and various initiatives including the Liberty A-League Pass, are delivering encouraging signs for further increases.

Welcoming the extended partnership, Australian Professional Leagues Chief Executive, Danny Townsend stated “we’re delighted to renew our partnership with Liberty - a partner that shares our vision of investing in the long-term sustainability of women’s football in Australia and delivering a truly engaging fan experience. Together we’ve made remarkable strides in the past two seasons, and the vision for the future is limitless.

“Football is the most inclusive and highest participation sport in the country and through this partnership we have propelled the visibility of women’s football exponentially, with initiatives like Liberty A-League Pass boosting awareness and accessibility at the grassroots level.”

 As the 2022/23 season gears up to its Liberty A-League Grand Final on 30th April between Western United and Sydney FC, Liberty will also be supporting the fan experience with the inaugural Liberty Future Stars March. This pre-match event will see Liberty A-Leagues Pass holders take to the ground ahead of the game to highlight the role of grassroots clubs and players in the future of the sport.

For over 25 years, Liberty has championed financial inclusion, innovation and flexibility.

Liberty also has strong credentials supporting women’s sport, ramping up its sponsorship plan in 2019 when it partnered with the Melbourne Renegades in the WBBL - the first independent season for the women’s league. Since then, Liberty has continued to support the Melbourne Renegades’ WBBL and BBL teams and is also financial services partner to Essendon Football Club, which enjoyed its first AFLW season this year.