Avon is set to become the first ever female brand to sponsor an FA Women’s Super League football club.
Liverpool Ladies Football Club has struck a deal with Avon and the cosmetics brand will now be the club’s official Principal Partner and Ladies Beauty Partner.
The partnership is described as heralding a new dawn in women’s football as Avon will become the team’s first independent shirt sponsor to that of its male counterpart.
Andrea Slater, General Manager of Avon UK, said: “This sponsorship aims to inspire women all over the world to drive real change in women’s football – breaking down social barriers, challenging stereotypes, and empowering young girls and women to play the sport that they love.
“This sponsorship is another stride forward in our support for women and one that we’re approaching with whole hearted commitment as we embark on this new and exciting venture together.”
Billy Hogan, Managing Director and Chief Commercial Officer, Liverpool Football Club, said: “Avon is an iconic women’s brand with a rich history and shares the same core values as Liverpool Ladies Football Club. We are looking forward to a fruitful partnership that will help bring women’s football to the top of the agenda.”
Women’s UK football: A brief history
1895: The first women's football match. North beat South 7-1.
1920: The biggest crowd to date for a women’s game. On Boxing Day, 53,000 watch Dick Kerr's Ladies beat St Helen's Ladies 4-0.
1921: The FA bans women from playing on Football League grounds. “…the game of football is quite unsuitable for females and ought not to be encouraged."
1971: The FA Council lifts the ban which forbade women playing on the grounds of affiliated clubs.
1995: Newton Ladies became Liverpool FC Ladies and reached the Women’s FA Cup Final.
2002: The FA announces that football has become the top participation sport for girls and women in the England – three years ahead of schedule.
2011: Liverpool Ladies FC are a founding member of the FA Women’s Super League which began in April 2011.
2015: England won bronze at the FIFA Women's World Cup in Canada and inspired an army of Young Lionesses to take up the game.
2017: FA pledges to double number of women involved in football by end of the decade.