Commercial revenue in the Women’s Super League has tripled since the league became a standalone entity, emphasising both its off-pitch success and growing economic potential.
As of January 7th 2026, Mercedes-Benz became the new multi-year Official Automotive Partner of the Women’s Super League across both the Barclays WSL and WSL2.
Not only does the recent partnership with Mercedes mark another massive milestone for the commercial value of the Barclays Women’s Super League, but it also demonstrates the rapid growth of the league since it became separate from the Football Association.
As the new partners of the WSL, they will also become the Presenting Partner of the first ever play-off match. This season, the third placed team within the WSL2 has the chance to secure promotion if they beat the bottom finishing team within the WSL.
This partnership strengthens the commitment Mercedez Benz demonstrates across women’s sport. This extended to the brand being an Official Patron of the Women’s Open golf tournament since 2024. As well as this, as of January 1, 2026, the brand entered into a long-term agreement with the Women’s Tennis Association, becoming both the Premier Partner and Exclusive Automobile Partner.
Olivier Reppert, Chief Executive Officer and Managing Director, expressed:
“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.”
The WSL has proven to be a valuable opportunity for investors. During the 2023/24 season, the league reached another key milestone, with revenues rising by 34% to £65m. This growth has been driven by increased fan engagement and higher matchday revenues, which in turn have fuelled a rise in commercial partnerships and broadcasting income. The success of the WSL, highlighted by high-profile, high-revenue clubs such as Chelsea Women, valued at £200m, demonstrates that it is more than just a sporting competition. The league operates within a highly engaged fanbase and an eager market seeking authentic and inclusive experiences, qualities that are particularly attractive to investors.
Increased investment will not only drive continued revenue growth but also contribute to job creation and wider economic activity across the league. This represents more than an opportunity to be involved in the playing side of the game; it offers immense potential to reshape and elevate the women’s football industry as a whole.
