A-League Women Rebranded as ‘Ninja A-League’ in New Naming Rights Deal

The Women’s A-League will be known as the ‘Ninja A-League’ following a new naming rights sponsorship announced by the Australian Professional Leagues (APL). The multi-year partnership with household appliance brand SharkNinja, starting in the 2023-2024 season, marks a significant move in the commercial growth of women’s football in Australia.

In addition to the naming rights, SharkNinja, APL, and Network Ten have collaborated to expand the league’s broadcast reach, increasing the number of free-to-air games on 10 Bold from one to ten for the 2024-2025 season. This increase is part of a broader effort to elevate the visibility of the women’s game and provide more opportunities for fans to engage with the A-League Women.

Beyond the naming rights and broadcast expansion, SharkNinja is set to implement various sponsorship activations designed to enhance the fan experience. These activations aim to bring fans closer to the action, further integrating the brand into matchday experiences and driving engagement.

The deal follows a series of high-profile partnerships for the APL, with the A-League Women recently securing broadcast deals that have widened its reach. SharkNinja’s sponsorship adds another layer of support, providing the league with the financial resources needed to further professionalize the competition and attract top talent.

Nick Garcia, A-Leagues Commissioner, highlighted the alignment between the two partners, stating, “SharkNinja joins the A-Leagues with aligned ambitions: to grow women’s football in Australia and New Zealand, increase the opportunities and pathways for players, and help make the game more visible and accessible for our fans.”

This partnership signals strong confidence in the future of A-League Women, offering opportunities for commercial growth and increased fan engagement. The success of the deal will hinge on how effectively the league leverages SharkNinja’s sponsorship activations to expand its audience and strengthen its brand.

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