The Australian Professional Leagues (APL) has announced a significant partnership with global appliance company, SharkNinja. The multi-year deal sees SharkNinja become the title sponsor of the elite women's soccer competition, A-League Women.
With this sponsorship, the league will now be known as the Ninja A-League. As part of this agreement, SharkNinja will receive prominent branding throughout the league’s operations. This collaboration also extends to joint initiatives with the APL such as maintaining and enhancing broadcast of Dub Zone - a dedicated magazine show for the league.
Expanding broadcast reach
This new partnership brings an expansion in free-to-air (FTA) broadcast reach for women’s soccer in Australia. Network Ten, which is currently broadcasting one game per season under its existing commitment, will now increase its match coverage to 10 games per season.
APL Commissioner Nick Garcia expressed his enthusiasm about this development stating that it would significantly boost visibility and engagement for women's soccer in Australia.
APL commissioner, Nick Garcia, said:
“This partnership is another exciting step in the growth of the league, as we increase the investment in the game and expand our partnership group to help us elevate the league.”
The newly rebranded Ninja A-League Women’s season is set to begin on November 1 and run through its grand final on May 17.
Transition from previous sponsorship
SharkNinja replaces financial services firm Liberty as title sponsor of the A-League Women. Liberty had been sponsoring since early 2021-22 campaign through till end of 2023-24 season that concluded in May. GlobalData Sport estimated that Liberty's annual sponsorship was worth $1.5 million for the APL at its most recent renewal in 2023. Despite ending their title sponsorship, Garcia confirmed that Liberty would continue being a major partner for both men’s and women’s leagues moving forward.
In addition to sponsoring women's football competition, SharkNinja also becomes a major partner of the A-League Men’s competitions. The men's league is currently known as the Isuzu UTE A-League, following a sponsorship deal with car brand Isuzu that runs through 2026.
This partnership signifies SharkNinja's commitment to supporting and promoting soccer in Australia, both for men and women. It also highlights the growing interest and investment in women's sports globally. This new sponsorship deal between SharkNinja and APL not only brings financial support but also promises increased visibility for women’s soccer in Australia. This is indeed an exciting time for fans of Australian football.
