Football Association of Wales enters partnership with Boots

The Football Association of Wales has announced a three-year partnership between Boots and the Women’s National team. 

FA Wales Chief Executive Jonathan Ford, commented on the biggest commercial agreement in women’s sport in Wales:  “Boots want to inspire women to be their best self and we at the FAW want to inspire women to be their best self in football and achieve their potential on and off the field, whether that’s as an elite player, someone who plays for fun, a coach, referee or even wider in the game.

“We want to partner with brands who can support us in raising awareness around the women’s game in Wales, to challenge perceptions and come on the journey with us to reach our ambitious target of 20k girls playing in Wales by 2024.

“It’s the biggest sponsorship deal to date for women’s sport in Wales – we hope that a successful partnership with Boots will highlight the benefits to brands considering sponsoring women’s sport in Wales, and we can move forward to secure further investment into the women’s game. Boots are paving the way for commercial brands to get behind Women’s Sport in Wales.”

As part of the deal, Boots have an ‘extensive suite of rights’ which will include matchday advertising and pitch-side branding, as well as possible player appearances and hospitality. 

Helen Normoyle, Marketing Director at Boots UK said: “It’s so exciting to see how women’s football
has evolved and really taken off over the last few years, especially as a retailer who is proud to
champion women’s right to live well, feel better and look great.

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“Boots has always had a strong heritage of supporting women and in fact, we even founded our very
own women’s sports team as early as 1894. 43% of women believe there aren’t many female
sporting role models but we know that this simply isn’t true.

“Via our partnership, we are excited to give these inspirational women to tell their stories to help
encourage other women to experience the transformative confidence sport can bring”.

(Featured Image: Matthew Lofthouse)

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