Twelve clubs from the Women’s Super League, Scottish Women’s Premier League, Women’s Championship and National League have signed onto a partnership with AI-powered sponsorship analytics platform, Relo Metrics, collaborating on a new initiative designed to maximise the sport’s sponsorship value.

The ‘Women’s Football Collab’ partnership will allow each participating team to access a full season of social media sponsorship and assets analytics paired with curated workshops and events to promote greater cooperation amongst the teams to grow the women’s game collectively.

Described as an equality platform, the initiative aims to capitalise on the investment in women’s football, following England’s UEFA Women’s Euro 2022 success, which also utilised real-time social media insights.

Commenting on the partnership, Relo Metrics CEO, Jay Prasad, said: “To grow women’s football, we need to measure and demonstrate the value of sponsorships in real time.”

“It’s not just about data, though.

“We’re creating space for regular network events between competing teams, to discuss new ideas for making money and creating value for female players in a broader context,” he said.

Relo’s customer success manager, Maya Hern, added: “The value of sponsorships is either not measured at all, or it’s bundled wholesale with data from men’s teams. This means there’s a continued risk of undervaluing women’s football, with players missing out on lucrative deals – a reality that we’re determined to change,” she said.”

Fulham FC head of strategy, Tim Griffith, added: “By creating the Women’s Football Collab, Relo Metrics is helping to drive a conversation around the true value of women’s football.”

“The more investment we can attract from sponsors and rights holders, the bigger the opportunities will be for generations of girls to come and the future of women’s football,” he said.

In addition to providing data, the collaboration aims to generate visibility and commercial revenue, discussing social strategy optimisation to affect the wider grassroots community.