Mercedes-Benz signs major multi-year deal with the WSL as commercial momentum surges 🚀

WSL has signed a deal with Mercedes-Benz, which has now tripled its commercial revenue since going independent from the FA.

They became the official automotive partnership covering flight and the second-tier WSL2. The agreement also includes presenting partner status for the new playoff game between the bottom WSL side and the third-placed WSL2 club. 

This is the second major women’s sports partnership in as many months for Mercedes. In December, Mercedes became the new premier partner of the Women’s Tennis Association in a deal reportedly worth US$50 million per year. 

They also have an official patron of the women’s golf open major since 2024. 

This shows the car manufacturers' long-standing commitment to supporting women’s sports worldwide.

This continues WSL's long string of commercial momentum, including British Gas and tech giant Apple, as well as a renewal with its ball supplier Nike.

This increase in commercial activity follows last year’s appointment of Two Circles as the exclusive sponsorship agency for the WSL and WSL2.

This is an exclusive multi-year partnership. Mercedes is also becoming the Presenting Partner of the first-ever play-off match. This season, the third-placed WSL2 club could secure promotion to the top tier by beating the club that finishes bottom of the WSL table, as the WSL expands to 14 teams. 

"The Mercedes-Benz story began 140 years ago with a bold idea that changed the world. Now, that same spirit of innovation and ambition drives our partnership with WSL Football. We are proud to collaborate with WSL Football to inspire and engage the next generation of players and fans." Olivier Reppert, Chief Executive Officer and Managing Director, Mercedes-Benz UK

Partnering with Mercedes-Benz UK at this defining moment in this season reflects the scale, momentum and commercial potential of the women's game. Bringing a brand of this calibre intoWSL Football as our Official Automotive Partner will help elevate the game, deepen engagement with fans and players, and accelerate long-term growth across both leagues.” Zarah Al-Kudcy, Chief Revenue Officer, WSL Football.