Two Circles has been appointed as the exclusive sponsorship agency for English soccer's top-tier Women's Super League, through 2028-29.
The four-season deal, which also covers the second-tier Women's Championship, has been unveiled today, having been struck with Women's Professional League Limited (WPLL), the body launched in that guise last August, which is responsible for governing both leagues, as well as the Women's League Cup.
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The deal will see London-headquartered Two Circles work on securing sponsorship contracts for the two leagues and their member teams, with the agency specifically now working on securing a league-wide principal sleeve partner for all 24 sides [split evenly] across the WSL and Championship. The chosen brand will have its logo feature on the left sleeve of all member clubs, with Two Circles having called this "a first for any men's or women's league in Europe."
Two Circles has said it will, overall, be responsible for "identifying and securing a range of transformational partners whose support will help accelerate the sport's development on and off the pitch."
Both the WSL and Championship are title-sponsored by UK bank Barclays, in a deal – extended last September – running through 2027-28, which GlobalData Sport has valued at almost $60 million annually.
Their domestic media rights partners, meanwhile, are the BBC public-service broadcaster, and pay-TV heavyweight network Sky Sports.
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By GlobalDataIn late November, a GlobalData report predicted that the WSL would bring in a transformative $10 million in domestic media rights revenue during 2024-25.
Zarah Al-Kudcy, chief revenue officer at WPLL, has commented on the Two Circles tie-up: "We are committed to creating a sustainable, world-class league that players and fans can be proud of. With their proven expertise in commercial strategy and a deep understanding of women's sport, Two Circles is the perfect partner to help deliver on our vision."
The WSL and Women's Championship are coming to the end of their 2024-25 campaigns, with the top league's final gameday set for May 11.
Gareth Balch, Two Circles' chief executive and co-founder, added: "Women's football is experiencing unprecedented growth, and WPLL has a bold ambition to elevate the game to new heights. We're excited to bring brands into this movement, creating partnerships that will enhance the league's commercial strength while ensuring long-term investment in the players, clubs, and fans."
In terms of recent Two Circles activity, late March saw the agency appointed to distribute and market the media rights (internationally) for French men's rugby union's top two divisions. A seven-year deal was struck with the LNR organizing body.
Two Circles was also brought in as a partner of the Cricket Australia governing body last month.
In the last 24 hours, meanwhile, the agency's North American managing director, Adam Davis, has announced his departure.
Davis, who was appointed to that position in October 2021, posted via LinkedIn that he is now leaving the agency.
Before joining Two Circles, he was the chief commercial officer at the Harris Blitzer Sports and Entertainment property for over four years, while prior to that he worked for organizations including ice hockey's New Jersey Devils and the Madison Square Garden sports and entertainment venue.
Davis has said he will now, at least initially, be open for consultancy work, while he explores "the next opportunity to help grow and scale a business in sports and entertainment."
