AIG is deepening its strategic relationship with Salford City by agreeing in principle to become the largest minority equity investor in Salford City Lionesses, extending the insurance group’s involvement into the club’s women’s football operations.
The move represents the latest expansion of a partnership that has rapidly evolved from commercial sponsorship into a broader investment relationship. AIG initially became a minority investor and strategic commercial partner of Salford City in 2025 before becoming the club’s largest shareholder later that year. The wider commercial agreement runs through the 2029-30 season.
As part of the latest development, AIG will support the growth of the Lionesses through investment in high-performance environments, player development and pathways for women and girls. The initiative will also encourage greater integration across Salford City’s men’s team, women’s side and academy, with the Lionesses set to make increased use of AIG Stadium.
AIG will continue as the front-of-shirt partner for Salford City, the Lionesses and the academy, while its branding will also feature across training apparel. The club’s teams are set to introduce a new AIG blue colourway for the 2026-27 season.
The partnership has also been strengthened through the appointment of former England international Jill Scott MBE as Salford City’s Chief Women’s Football Advisor. Scott will contribute to the technical development of the Lionesses and academy, while helping establish stronger pathways for emerging female players.
AIG President & Chief Executive Officer Eric Andersen said, “Our interest in supporting the Lionesses reflects AIG’s long-term commitment to advancing opportunities for women in business, sport and society, building on our investment in the AIG Women’s Open, which has elevated women’s professional golf.”
If completed, the transaction would make AIG the first Fortune 500 company to hold an ownership stake in a UK women’s football club. The financial terms and percentage of the proposed investment have not been disclosed.
The expansion underlines AIG’s strategy of using Salford City as more than a traditional sponsorship platform, combining equity investment, commercial rights, technology, infrastructure and community initiatives across the club.
