Guinness inks deal with unexpected women's football team

Guinness has made a significant return to football shirt sponsorship by partnering with Bristol City Women. This collaboration marks the first time Guinness has appeared on a football shirt since the late 1980s and notably targets a second-tier women's team, not a Premier League or Women's Super League club.

This endorsement underscores the exponential growth and strengthening commercial ecosystem within the women's game. Value is increasingly being recognized beyond the top-tier clubs, as demonstrated by other recent sponsorships of elite teams by major brands. Independently owned clubs like Bristol City Women, now owned by Mercury/13, possess greater flexibility to forge unique partnerships.

Jamie Brooks, Guinness' Sports Partnerships Lead, stated the partnership is a "commercial proposition" offering a tangible return. He noted the significant increase in broadcast hours for women's sports, surpassing 10,000 hours last year, and the record viewership for the Women's Euro final. This suggests a pivotal moment for increased investment.

Lindsey Eckhouse, Chief Revenue Officer at Mercury/13, emphasized that operating dedicated women's clubs allows for more adaptable strategies concerning partners, fans, and player-centric experiences. The Guinness deal, the largest in Bristol City Women's history, aims to shape a matchday experience that resonates with the realities of women's football support, including a higher proportion of alcohol-free options and social event focus.

Bristol City Women, currently fourth in their league, are aiming for promotion to the Women's Super League, a prospect bolstered by the league's expansion to 14 teams next season. This deal signifies growing confidence in the commercial viability of clubs across the entire women's football pyramid.