WSL Football has agreed a multi-year partnership with Mercedes-Benz UK to become the league’s new official automotive partner
The exclusive deal covers both the Barclays Women’s Super League (Barclays WSL) and Barclays Women’s Super League 2 (Barclays WSL2) and comes into effect on 7th January 2026.
As part of the agreement, Mercedes-Benz UK has also become the presenting partner of the first-ever play-off match. For the current season, the third-placed Barclays WSL2 club could secure promotion to the top tier if they defeat the club that finishes bottom of the Barclays WSL.
The move strengthens the brand’s commitment to women’s sports on a global level. Mercedes-Benz AG has been an official patron of the Women’s Open golf tournament since 2024. Additionally, on 1st January 2026, the brand entered into a long-term agreement with the Women’s Tennis Association (WTA) to become both its premier partner and exclusive automobile partner.
Olivier Reppert, Chief Executive Officer and Managing Director, Mercedes-Benz UK, said, “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.”
Zarah Al-Kudcy, Chief Revenue Officer, WSL Football, added, “Partnering with Mercedes-Benz UK at this defining moment in the season reflects the scale, momentum and commercial potential of the women’s game. Bringing a brand of this calibre into WSL Football as our Official Automotive Partner will help us elevate the game, deepen engagement with fans and players and accelerate long-term growth across both leagues.”
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
