Turkish Airlines reportedly signs £300 million front-of-shirt deal with Liverpool Women ✈
Turkish Airlines will become Liverpool Women's front-of-shirt sponsor from June 2027 in a five-year deal reportedly worth £60 million per season, a total commitment of more than £300 million that would rank among the largest front-of-shirt deals in women's football globally. The sponsorship covers WSL, Premier League and Academy match shirts through 2032. Standard Chartered, Liverpool's outgoing sponsor after 17 seasons, moves into a global partner role.
"The front of the Liverpool shirt holds a special place in the history of our club. said in a team statement. Turkish Airlines is a globally recognized organization with an extensive international network."
— Ben Latty, Chief Commercial Officer, Turkish Airlines
AIG becomes first Fortune 500 company to take equity stake in a UK women's football club 💰
AIG has agreed in principle to become the largest minority equity investor in Salford City's Lionesses women's team, marking the first time a Fortune 500 company has taken an ownership position in a UK women's football club. The deal expands AIG's existing 2025 strategic investment in Salford City FC, adding front-of-shirt branding across Lionesses, Ammies and Academy shirts, a stadium renaming to "AIG Stadium" and an official Financial Services Partner designation.
“Our interest in supporting the Lionesses reflects AIG’s long-term commitment to advancing opportunities for women in business, sport and society, building on our investment in the AIG Women’s Open, which has elevated women’s professional golf.”
— Eric Andersen, President & Chief Executive Officer, AIG
Amazon signs three-year partnership with Poland's ORLEN Women's Ekstraliga ⚽
Amazon has partnered with the Polish Football Association for a three-year deal covering the ORLEN Women's Ekstraliga and Women's Polish Cup, extending its existing involvement in Polish football alongside a 2026-2028 partnership with the men's Ekstraklasa. Country manager Katarzyna Ciechanowska-Ciosk was explicit that the partnership is independent of Poland hosting the U-20 Women's World Cup, framing it instead around building a sustained domestic audience for women's club football across the full season.
"The partnership with Ekstraliga is a natural extension of Amazon's footprint in Polish football, following our agreement as an Official Partner of Ekstraklasa for 2026-2028. Football in Poland unites communities regardless of gender, and fans are at the very heart of the game"
— Katarzyna Ciechanowska-Ciosk, Country Manager, Amazon.pl
Dublin Airport becomes official sponsor of Ireland Women's Rugby Team 🏉
DAA has announced Dublin Airport as an official sponsor of the Ireland Women's Rugby Team, combining practical travel support with a wide-reaching promotional platform. The partnership will see player appearances, digital content, competitions and fan activations deployed across Dublin Airport's terminals and channels, giving the IRFU access to an audience well beyond traditional rugby fans. The deal builds on Dublin Airport's long history with Irish sport and follows Vodafone Ireland's recent headline sponsorship of the team.
“Women’s rugby continues to go from strength to strength, and we’re incredibly proud that Dublin Airport will play a part in that journey. This partnership gives us a real opportunity to help increase the visibility of the sport in Ireland and bring the team closer to even more fans.”
— Nick Cole, Deputy CEO, DAA
Tissot extends global FIBA partnership into a third decade following Women's World Cup 🏀
Swiss watchmaker Tissot has extended its global partnership with FIBA, pushing a collaboration that began in 2008 into a third decade. The renewal was announced following the conclusion of the FIBA Women's Basketball World Cup 2026 in Berlin and covers an upcoming cycle anchored by the FIBA Women's Basketball World Cup 2030 in Japan. Tissot retains its role as FIBA's Official Timekeeper and Global Partner across Olympic qualifying tournaments, continental cups and youth championships.
“We are delighted, since both the length of the extension and the fact that we will be working together with Tissot into a third decade is the strongest possible indicator of just how successful this partnership has been, and also how closely aligned we are in our aims.”
— Andreas Zagklis, Secretary General, FIBA
