Subway named as Women’s League Cup title partner
Subway has become the new title partner of the Women’s League Cup, after signing a multi-year agreement with Women’s Professional Leagues Limited (WPLL).
Taking immediate effect, the deal sees the tournament renamed as the ‘Subway Women’s League Cup’ from the 2024/25 season.
Although terms were not disclosed, the deal is worth £1m according to The Telegraph.
Through its partnership with WPLL, the Connecticut-headquartered fast food franchise will aim to help drive the growth of women’s football across the country.
Subway’s latest deal forms part of the company’s Fresh Moves initiative, which was launched earlier this year, and intends to promote physical activity through partnerships with sports organisations including GB Basketball, Skateboard GB, and Breaking GB.
Fresh Moves‘ strategy was developed by global sustainability and social change consultancy Think Beyond.
News of the Subway sponsorship comes ahead of today’s draw for the Women’s League Cup quarter and semi-finals.
The quarter-finals of the competition will take place on 22nd and 23rd January, with the semi-finals slated for 5th and 6th February.
“The partnership with WPLL represents a significant step forward in our Fresh Moves initiative,” said Kirstey Elston, EMEA Brand & UK & Ireland Marketing Director at Subway.
“By partnering with the Women’s League Cup, we’re not just investing in a well-established domestic competition, we’re investing in the future of women’s football, aligning with our mission to make sport more inclusive and accessible in the UK.”
Nikki Doucet, CEO of WPLL, added, “We are thrilled that Subway have come on board as Title Partner for the Women’s League Cup as we continue on our journey to build the most distinctive, competitive and entertaining women’s football club cup competition in the world.
“We need partners like Subway who believe in our vision to transform the game and are committed to developing opportunities both on and off the pitch for women in football.”
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
