WPLL appoints Anomaly to create new visual identity

Women’s Professional Leagues Limited (WPLL) has appointed Anomaly as its lead creative agency, in partnership with London-based Ten Toes.

Anomaly has been given the brief of developing a new brand platform and visual identity for the WPLL, the new organisation that oversees the top two tiers of English women’s football, the WSL and Women’s Championship.

‘New model’ agency Anomaly will aim to create a ‘distinctive brand positioning’ for the WPLL, with a view to driving fan growth and engagement.

The WPLL recently took over from the FA as the leagues’ governing body ahead of the 2024/25 season.

Anomaly was appointed by the organisation following a pitch process led by Creativebrief.

Ten Toes, the sports marketing agency born from Anomaly, will offer specialist category expertise.

The WPLL’s roster of agencies also includes Two Circles, Little Dot Studios, Threepipe, and the Fan Experience Company.

“This is a critical appointment that will define how the women’s professional football leagues will be viewed for years to come,” said Ruth Hooper, CMO at WPLL.

“It was not an easy brief; we have big ambitions to sit alongside the biggest sporting brands in the world creating a distinctive brand that will shape the next chapter of the sport. Anomaly fully grasped the brief and the needs we have for a business at our stage in the growth journey.”

Camilla Harrisson, CEO at Anomaly, added, “The opportunity to define the future of women’s football is uniquely exciting and the brief of dreams.

“The WPLL team have an inspiring vision and incredible ambition and we will be harnessing every skill set within the Anomaly model as we partner them on this awesome and important journey to create real change and impact.”

Last month, WPLL secured a reported £65m domestic rights extension for the WSL, which will see the league remain on Sky Sports and BBC Sport until 2030.

Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.