WSL Football has strengthened its commercial portfolio with a new multi-year partnership with Tesco, bringing the supermarket giant on board as the official supermarket partner of the Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2).
The partnership will combine Tesco’s community and health initiatives with WSL Football’s efforts to increase match attendance and deepen engagement with the women’s game. At its core is a matchday activation that will see every fan attending a BWSL or BWSL2 fixture during the 2026–27 season generate a contribution towards Tesco’s Free Fruit & Veg for Schools programme.
For every attendee, WSL Football will donate 10 pence to the Federation of Groundwork Trusts, with the funding supporting the programme’s work to improve children’s access to fresh fruit and vegetables in schools. Tesco has set an ambition to help one million children access free fruit and vegetables through its school and community programmes.
The structure of the partnership creates a direct commercial and social connection between the growth of the women’s game and community impact. As WSL Football and its clubs seek to increase stadium attendances, every additional supporter through the turnstiles will also contribute to the initiative.
Suzanne Quinn, Customer Director, Tesco, said, “We’re very excited to partner with the WSL Football to help support our Free Fruit and Veg for Schools programme, while driving attendance at matches this season. We’re committed to supporting the health of communities around the country, and we know that keeping active and making healthier choices are fundamental to this mission. We’ve set an ambition to help one million children access free fruit and veg through our school and community programmes, and this partnership is a brilliant opportunity to raise awareness of that work through the growing popularity of women’s football. It is such an exciting time for the game, and we’re proud to collaborate with WSL Football to not only support women’s football, but also inspire the next generation of players and fans.”
Zarah Al-Kudcy, Chief Revenue Officer, WSL Football, added, “We are thrilled that our final Official Partner is one of the most recognisable names in the country. Tesco’s decision to come on board is a real endorsement of the direction of travel and a testament to the momentum behind the women’s game. A key priority for WSL Football and our clubs is driving attendance, and this unique collaboration with Tesco offers real mutual benefit. From working with local communities and schools to ensure more children are making healthier choices to unlocking a partnership which will benefit the health and nutrition of our players. The partnerships we have built are helping to transform women’s football, and we hope this partnership can go some way towards transforming society too, by helping to build healthy habits for children across the country.”
Beyond the matchday initiative, Tesco will provide WSL Football with access to its product development capabilities, supplier network and nutritional expertise. These resources will support the league’s wider health and nutrition objectives, extending the partnership beyond traditional brand visibility.
The agreement reflects the growing role of purpose-led commercial partnerships in sport, with brands increasingly using sponsorship platforms to connect audience growth with measurable community outcomes. For WSL Football, the Tesco partnership links one of its key commercial and sporting priorities: growing attendances, with a tangible social impact programme.
