A-Leagues: Liberty Partnership


The A-Leagues are excited to announce that non-bank lender Liberty, has become the first-ever naming rights partner of the newly rebranded ALeague Women’s competition for the 202122 season, which kicks off on Friday 3rd December.

The multi-year deal, commencing today includes naming rights partnership of the ALeague Women’s competition, Final Series, and the Official Lending Partner of the A-Leagues. Liberty will also be an official Partner of the Isuzu UTE A-League, ALeague Youth and ALeague eSports,

This partnership heralds a new dawn for elite football competitions in Australia, as men’s and women’s competitions become partners at the top of the A-Leagues game: furthering football’s position as the country’s most inclusive sport to grow the game for everyone.

The investment also marks a milestone in women’s professional football, with interest in the game increasing in the lead up to the FIFA Women’s World Cup 2023 to be held in Australia and New Zealand.

Announcing the partnership, ALeagues Managing Director Danny Townsend stated, “The A-Leagues is proud and excited to welcome Liberty as a new naming rights partner. The team shares our passion for football, for diversity and for empowering women to pursue their dreams.

“We have seen a significantly expanding interest in women’s football – from grassroots through to the Matildas. By investing in women’s professional football through Liberty ALeague, we offer more pathways for emerging players, ensuring our world-class competition is truly sustainable”.

And Liberty is delighted to further its support and involvement in Australian sport.

“Through the Liberty ALeague we reaffirm our support for women in professional sport,” said Liberty CEO, James Boyle. “We are passionate about helping to provide the platform that women’s football deserves.”

“As a pioneer of financial inclusion, we support those who forge their own path, both on and off the field. The athletes currently playing in the Liberty ALeague embody this spirit – they are the trailblazers at the top of their game.”

Liberty’s investment in the women’s competition is the latest milestone in the ALeagues’ ambitious growth and commercial development strategy.

“This is an exciting and important moment for the game of football in Australia and for the growth of the women’s game in particular. At ALeagues we want to see equality and equity across football, including fair access to facilities, coaching, pathways into the game, as well as equal

coverage. We know this is a work in progress, but the partnership with Liberty is a great step on the journey,” said Ant Hearne, Chief Commercial Officer.

The partnership follows on from the Isuzu UTE ALeague naming rights partnership, with the 2021/22 men’s season kicking off two weeks ago, as well as the recently unveiled content partnership with 10 ViacomCBS across both free-to-air and their new streaming service Paramount+. The APL has also recently launched KEEPUP, the digital home of global football in Australia, which will be used as a key tool in expanding the coverage of the Liberty ALeague. It also comes just ten months after the APL took over the running of Australia’s elite club competitions.

The naming rights agreement covers a broad range of marketing opportunities including player kit branding, signage and branding rights across all ALeagues channels, digital content and activation rights at all ALeague Women’s matches.

About Liberty

Liberty is a free-thinking non-bank lender offering flexible loan solutions designed to help more people get financial. With a range of home, car, business and personal lending options as well as SMSF lending and insurance products, Liberty can help customers get financial support even when others say it’s not possible. Their innovative approach has seen them help over 600,000 customers by advancing more than $36 billion in funds over 24 years, and Liberty remains the only non-bank lender with an investment-grade credit rating. Today, Liberty is a market leader offering innovative solutions and personalised service to help households and businesses achieve greater choice and freedom.

Liberty are Essendon Football Club’s official Financial Services Partner and sponsor of the WBBL and BBL Melbourne Renegades Women’s Cricket teams. They have a commitment to diversity and empowering women to pursue any venture they wish.