On August 14, Fulham Women announced that American professional wrestling company All Elite Wrestling (AEW) will be the club’s front-of-shirt sponsorship for the upcoming season.
In a statement on the club’s website, Fulham’s Director of Football Tony Khan said:
“Both Fulham Football Club and All Elite Wrestling hold a special place in my heart, and the partnership established here represents not only an elevation of both organisations on the global stage, but also a reminder of our investment and commitment to furthering women’s creative and athletic endeavours at all levels.”
The sponsorship runs deeper beneath the surface, as Tony Khan is indeed the son of Shahid Khan, owner of Fulham FC. Khan, 74, owns NFL side Jacksonville Jaguars and Fulham, but is also a co-owner of All Elite Wrestling alongside his son Tony, who is the founder and day-to-day president at the ever-growing wrestling company.
For those unfamiliar with AEW, it is the best alternative to WWE’s monopoly over the last few decades and since its inception in 2019, and has promoted diversity and inclusivity in wrestling through many means in the wonderful world of over-the-top characters.
Furthermore, it has targeted UK wrestling fans as a centrepiece to their marketing endeavours. Last year’s inaugural All In pay-per-view broke records at Wembley Stadium as the all-time record for paid attendance at a wrestling show.
Part of that marketing has featured British wrestling stars such as Mariah May, PAC, Anthony Ogogo and Will Ospreay. For the latter, much of his attire has been to promote wrestling apparel that is sold in the same design as a football shirt, courtesy of BLCKSMTH. Therefore, it makes much sense for AEW to feature as a front of sponsorship deal for an actual football club that is at the heart of the Fulham ownership.
Fulham Women – History:
Fulham Women play in the London and South East Women’s Regional Football League. That is quite a mouthful, but it equates to the fifth tier of English football which is a mighty moment of reflection considering the history of the club.
The West London outfit were the first women’s football club in Europe to become full-time in 2000, which is a trailblazing achievement considering the growth of the game in the last 10 to 15 years. It feels like a massive shame that Fulham Women are not part of the new history surrounding the globalisation in the game where many of the current Premier League men’s team have the women’s team playing in the Women’s Super League and/or Championship.
2003 feels like a long distant memory where the team won the treble. The glories of being crowned league champions in the First Division by finishing undefeated with 49 points across 18 games was further boosted by winning the FA Cup and League Cup. Despite being spearheaded by the likes of Rachel Yankey and Katie Chapman, an abrupt decision by former chairman Mohamed Al Fayed to cut the teams’ funding reverted the Cottagers to part-time status once again, leading to its downfall. The team dissolved in 2006 since most of the squad was depleted because of their non-professional status.
In 2006-07, an offshoot version of the club was reformed under the name of WFC Fulham. A relegation, subsequent promotion and relegation again led to the club dissolving in 2010 because of sponsors withdrawing. WFC Fulham was no more.
In 2014, the club re-entered into competitive football under the umbrella of Fulham as Fulham FC Foundation Ladies. Four years later, they became Fulham Women and have since progressed forward as an entity with the rise of women’s football but still find themselves nowhere near the levels of where the majority of Premier League teams find their teams to be.
For the last two and a half decades, it has felt like a battle to survive despite reaching the pinnacle of the English game. It made little difference to owners who care, but the Khan family have the correct principles and foundations to make Fulham Women a sustainable football club.
The history of the club has given anyone with an association with Fulham Women a rollercoaster journey with more twist, turns, ups and downs than a ride at Alton Towers. However, the front-of-sponsorship deal to a degree will give Fulham Women a great deal of exposure and more importantly, stability going forward.
All Elite Wrestling returns to Wembley Stadium this weekend, as it features its biggest pay-per-view of the year – All In.
