Ahead of the start of the 2021/22 A-League Women’s season on Friday 3 December, the A-Leagues have announced a multi-year league naming rights deal with non-bank lender, Liberty.

The competition will now be named Liberty A-League, with Liberty taking naming rights of the finals series as well, becoming the official lending partner of the A-Leagues, and also becoming an official partner of the Isuzu UTE A-League, A-League Youth, and A-League eSports.

A-Leagues managing director, Danny Townsend, said the partnership signals a new dawn for elite football in Australia, in line with the recent announcement of Isuzu UTE as the naming rights partner of the A-League men’s competition.

“The A-Leagues is proud and excited to welcome Liberty as a new naming rights partner,” Townsend said.

“The team shares our passion for football, for diversity and for empowering women to pursue their dreams.

“We have seen a significantly expanding interest in women’s football, from grassroots through to the Matildas.

“By investing in women’s professional football through Liberty A-League, we offer more pathways for emerging players, ensuring our world-class competition is truly sustainable,” he said.

Liberty CEO, James Boyle, said: “Through the Liberty A-League we reaffirm our support for women in professional sport.”

“We are passionate about helping to provide the platform that women’s football deserves.

“As a pioneer of financial inclusion, we support those who forge their own path, both on and off the field.

“The athletes currently playing in the Liberty A-League embody this spirit, they are the trailblazers at the top of their game,” Boyle said.

A-Leagues chief commercial officer, Ant Hearne, confirmed the partnership will cover a range of marketing opportunities for Liberty including player kit branding, signage, and rights across all A-Leagues channels, digital content, and activation rights at all A-League Women’s matches.

“This is an exciting and important moment for the game of football in Australia and for the growth of the women’s game in particular,” Hearne said.

“At A-Leagues we want to see equality and equity across football, including fair access to facilities, coaching, pathways into the game, as well as equal coverage.

“We know this is a work in progress, but the partnership with Liberty is a great step on the journey,” he said.