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Industry News

Joie for City in Women’s Super League stadium first

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Baby gear brand Joie has signed up as the naming-rights partner of Manchester City’s Academy Stadium, which hosts the club’s English Women’s Super League matches.

The deal is claimed to be the first stadium naming-rights agreement for the home of a top-tier women’s team in England.

The length and value of the multi-year deal were not disclosed. However, the two parties pledged to introduce and improve family-friendly services at the stadium, which was built in the shadows of the club’s main Etihad Stadium at a cost of £200m and opened in late 2014.

The facility has an overall capacity of 7,000, including nearly 5,000 seats, with many of City’s elite development squad and youth team matches also taking place in the stadium.

“Not only is this a huge moment for Manchester City Women, but also for the wider club as the stadium changes name for the first time since its opening in 2014,” said Gavin Makel, managing director of Manchester City Women.

“A Women’s team partner since March this year, Joie shares our commitment to family values and high standards and we’re delighted the brand has chosen to extend its current relationship.

“It is a further reflection of the importance, growth and commercial appeal of Manchester City Women and the wider women’s game and we are excited to work together with Joie to maximise opportunities for families at our matches.”

Internal and external branding featuring the Joie logo will appear across the stadium.

David Welsh, senior managing director of Joie, added: “Joie is a family-first brand committed to making childhood and family days out as joyful as possible.

“We believe that football offers an unforgettable experience for families and by partnering with Manchester City Women and becoming the official stadium naming partner, we aim to make it truly accessible for all – whether that’s families with babies or parents of older children who will love playing in the Fan Zone.

“We’re incredibly proud of the steps we are making to help provide an all-inclusive experience and are committed to further developing our offer and ensuring that the Joie Stadium is one of the most family-friendly in the Women’s Super League.”

Image: Manchester City