The English Football Association (FA) has signed up health and life insurance company Vitality as the title sponsor of the Women’s FA Cup.
The brand extends its commitment to women’s football in the UK by acquiring the naming rights to the premier domestic cup competition for the next three seasons.
The deal will begin from the quarter-finals of the 2019-20 edition, which was delayed due to the Covid-19 outbreak.
It is reportedly the most lucrative sponsorship deal in the history of the women’s FA Cup.
Vitality replaces previous title sponsor, mobile network SSE in the role after the expiry of its four-year contract.
Vitality has recently signed a number of sponsorship deals with clubs in football, including: AFC Bournemouth (women), Crystal Palace (women and men), Leeds United (women and men), Leicester City (women), Newcastle United (women), and Southampton (women and men).
The brand has also appointed former England women international Alex Scott as its latest ambassador.
Last year, banking group Barclays became the first title sponsor of the Women’s Super League in a three-year deal from 2019-20 to 2021-22 thought to be worth more than £10m ($13m/€10.9m) over the term.
Kelly Simmons, the FA’s director of Women’s Professional Game, said today (Wednesday): “I was confident that with the fantastic momentum that had been built in the women’s game, we would come back strongly and keep building on that.
“You’d think at the moment sports sponsorship would be a difficult space to get new partners in, because nobody knows the true impact yet of Covid in any industry or walk of life. Just as we don’t in football, because we don’t know when fans will come back.
“We recognise that during a very difficult time for everyone, this is a big commitment that Vitality has made in becoming primary sponsor of the Women’s FA Cup, and I’m really looking forward to working with them as we look to grow the competition.”
The 2019-20 women’s FA Cup final is due to be played on Sunday 1 November at Wembley Stadium.