Football Federation Australia (FFA) has signed up haircare brand Pantene to sponsor its women’s team.
The contract will run through to May 2021 and begins ahead of the team’s two-match friendly series against Chile which begins on November 9.
The agreement will focus on inspiring young women‘s participation in sport. Several players from the team known as ‘the Maltidas’, will feature in Pantene’s ‘Ribbon of Strength’ campaign which promotes women’s participation in sport.
Pantene’s associate marketing director, Jane Wecker, highlighted how central the development of women’s sport was to the brand’s association with the FFA.
She said: “Pantene is delighted to be working with the FFA and the Westfield Matildas in their ongoing efforts to amplify female excellence in sport.
‘’Through our sponsorship of the Matildas, we are proud to support the FFA’s Football Your Way programme, which aims to increase female participation in football nationally.”
Shopping centre brand Westfield is the naming partner of the Australian women’s football team, a and is title sponsor of the W-League in a deal until 2021.
David Gallop, chief executive officer of the FFA said: ‘’This [Pantene] partnership ties in well to FFA’s ten-year Gender Equality Action Plan, which includes a target to reach fifty-fifty grassroots participation for males and females,” he said.
The deal swiftly follows news this week that the FFA has struck a collective bargaining agreement with Professional Footballers Australia (PFA) to close the pay gap between the country’s men’s and women’s national teams.
The new terms will see each gender receive the same 25-per-cent cut of commercial revenue and female players will see their central contract salaries increased to fall in line with those earned by the male players. The allocation of tournament prize money will also now be equal at 40 per cent.