‘No-brainer’: American-based tech company SharkNinja new naming rights sponsor for the A-League Women’s competition

A global technology company has thrown it support behind the A-League Women’s competition in a move that will see it back on free-to-air television. And one Matildas’ star has already given the deal a ringing endorsement.

The A-League Women’s competition has a new naming rights sponsor. Picture: Bradley Kanaris/Getty Images

An American based technology company has thrown a huge financial lifeline to the A-League’s Women’s – with the deal almost double the previous sponsor’s putting the league back on free-to-air television.

A-League’s Commissioner Nick Garcia described the deal with new naming rights sponsor SharkNinja as a “no-brainer”.

It will see 10 women’s matches aired on 10Bold – a huge increase from the two broadcast last season. 

All remaining fixtures will be available via the 10Play streaming service.

Garcia said the deal with the global technology company, known best for their kitchen appliances, was up 40 per cent on the previous deal with Liberty – who remain as a major partner.

A-League Commissioner Nick Garcia says the new sponsorship is an exciting step. Picture: Matt King/Getty Images for APL

Due to commercial in confidence Garcia couldn’t reveal the exact figure or term of the contract- just that it was significant and a multi-year deal.

“This is very much a long-term partnership,” Garcia said.

“The deal is up 40 per cent on the last cycle, you’d expect in a normal commercial cycle maybe going up 5 or 10 per cent – this is a reflection of a number of things such as the growth in the league and women’s football globally.

“It’s not just about the cash element – it’s a commitment to activate and raise the game.”

Matildas star and Brisbane Roar midfielder Tameka Yallop said it was exciting to see an international brand invest in the A-League women’s competition – especially in a deal that puts the competition back on free-to-air TV.

Tameka Yallop was recently part of the A-League All Stars Women team. Picture: Daniel Pockett/Getty Images

“I think visibility is everything and making it more accessible as well is great for those who follow the game but also for those who don’t and just turn the TV on a Saturday or Sunday and have it pop up on their screen is huge for us,” Yallop said.

“Getting this major sponsor to invest so much in the women’s game specifically is something that stands out by itself and then to get all these extra benefits, and vision to build for the future as well and create a platform for women to continue playing and grow the game is something we haven’t had before.

“It’s definitely something that leads to gender equity.”

SharkNinja, a global product design company of which football legend David Beckham is an ambassador, has shown a keen interest in women’s football.

It was also the sponsor of the recent Perth International Football Cup which brought PSG, Manchester City, Leicester and West Ham to Perth for a multi-day tournament.

SharkNinja recently sponsored the Perth International Cup featuring Paris Saint-Germain and Manchester City. Picture: Paul Kane/Getty Images

Their sponsorship will also ensure magazine show Dub Zone continues and a new junior pass granting free access to matches for fans 16 and under.

SharkNinja will also become a major partner of the men’s competition.

SharkNinja VP Commercial Judy Darling said the sponsorship arrangement matched their company goals.

“Our mission is to positively impact people’s lives every day in every home around the world.

This is exactly what our incredible Australian and Kiwi female footballers do – having become

such powerful role models for the young and old alike. We’re excited for this partnership with

the APL, the players and broadcast – and the impact we can make together to grow the game,” Darling said.

The league kicks off on November 1, before all teams head to Sydney for the second edition of Unite Round. Finals will take place from April 25.

Fixtures, released on Thursday afternoon confirmed there would be 22 home and away fixtures – with Unite Round a bonus.

League organisers have also taken into account fan feedback with up to 30 double-headers and the number of simultaneous kick offs during each round minimised as much as possible.

Originally published as ‘No-brainer’: American-based tech company SharkNinja new naming rights sponsor for the A-League Women’s competition