Non-bank lender leads the charge on women’s sport as Liberty A-League launches

Non-bank lender Liberty has become the first-ever naming rights partner of the Liberty A-League women's football competition for the 2021-22 season.

Liberty is also the official partner of the A-Leagues men’s competition and Channel 10 broadcast sponsor.

Liberty Chief Executive Officer James Boyle said the partnership heralded an exciting new chapter for the non-bank as it strengthens its brand with a league whose values strongly align with their own.

“For nearly 25 years now Liberty has championed financial inclusion. We’ve demonstrated our free-thinking approach by helping Australians and New Zealanders from all walks of life.”

“With participating teams across Australia and New Zealand, the A-Leagues share our culture of diversity and our pioneering spirit. The competition has taken significant strides towards creating a more inclusive sport. Like Liberty, the leagues are passionate about fostering gender equality on and off the field.

“Through the Liberty A-League, we reaffirm our support for women in professional sport. Just as we have helped to raise the profile of women’s cricket in the Big Bash League (WBBL), we’re passionate about helping to provide the platform women’s football deserves,” Mr Boyle said.

The non-bank lender first entered the world of sports sponsorship in 2019 when it partnered with the Melbourne Renegades WBBL team in the first season the women’s league ran independently. Since then, Liberty has continued to support the Melbourne Renegades’ WBBL and BBL teams and has also signed on as financial services partner to Essendon Football Club, which will join the AFLW in 2023.

A-Leagues Managing Director Danny Townsend said the leagues are proud and excited to welcome a sponsor with a strong commitment to diversity and inclusion as the new naming rights partner.

“The Liberty team shares our passion for equality, diversity and for empowering women to pursue their dreams. By investing in women’s professional football through the Liberty A-League, we can together offer more pathways for emerging players, ensuring our world-class competition is truly sustainable.

“Football has an unrivalled participation in Australia and we have seen a significantly expanding interest in women’s football from grassroots through to the Matildas. As we work towards achieving equal coverage and pay, our partnership with Liberty is an important step on our journey and an exciting moment for Australian football,” Mr Townsend said.

Liberty A-League teams will debut Liberty-emblazoned uniforms when the season commences on Friday, 3 December, with more games televised on free-to-air channel Ten Bold and Paramount+ streaming service.