Following the partnership, Liberty continues to be the naming rights partner for the A-League Women’s, along with the major sponsor of Isuzu UTE A-League 2023/24 season.
The leading business service company came into an alliance with the marquee tournament in 2021 and has been a huge catalyst in showing commitment and support to the financial well-being, development, and evolution of the women’s game in the country through its activities on and off the ground.
The company has worked with the league a lot in the past two seasons and has made remarkable growth with a major emphasis on gender equity.
Speaking on the partnership extension, James Boyle, CEO of Liberty, said, “We’re proud to reaffirm our support for women in professional sport. The strides the Liberty A-League has taken toward greater gender equality in sport just in the last season align with Liberty’s culture of diversity and inclusion, making this a partnership and a sport we’re thrilled to continue to support.”
He further added, “It’s such an exciting time to be involved in women’s football especially in the year that the FIFA Women’s World Cup comes to our shores. Women’s football is rapidly increasing in popularity and we continue to stand by our commitment to help drive the growth of the league and women’s football throughout Australia”.
APL CEO, Danny Townsend, said, “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”.
He also said, “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.”
Liberty is a significant financial services company with operations in Australia and New Zealand. Liberty has constantly used technological developments to seek different speciality finance markets through customised risk management and operational practices.