Airbnb, the online accommodation booking service, has continued its sports marketing strategy by adding English soccer’s top-tier Women’s Super League to its growing portfolio of partners.
Under the new multi-year deal, Airbnb becomes the WSL’s official accommodation and unique experiences partner, gaining visibility within the league's growing fanbase.
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As part of the new agreement, Airbnb has launched a £1 million ($1.34 million) Player Accommodation Fund, which will provide players joining WSL or second-tier WSL2 clubs with short-term accommodation during every transfer window over the next three years.
Under the scheme, eligible players will be able to apply for $2,000 of Airbnb credit directly through the organizing body, WSL Football.
The fund follows a similar partnership with the International Olympic Committee, which saw Airbnb launch an Athlete Travel Grant offering 500 athletes $2000 a year in Airbnb credit to use for training, qualification, and other travel accommodations for eight years, totalling $8 million for the duration of the agreement.
For Airbnb, the new partnership continues its strategy to capitalize on the growing sports travel industry.
According to the league, attendance at WSL and second-tier WSL2 games has grown by 31% and 65%, respectively, since the 2022-23 season, while Airbnb data showed a 15% year-on-year increase in bookings over the last weekend fixtures of the 2025-26 season.
Most recently, Airbnb added five racetracks from stock car racing’s Nascar to its list of commercial partners. Under the partnership, the company’s listings are displayed directly on the websites of the tracks, giving fans access to book accommodation close to the tracks for race weekends.
The company also secured a major, multi-tournament partnership with world soccer’s governing body FIFA last June covering the 2025 men’s Club World Cup competition, as well as the upcoming men’s 2026 World Cup and 2027 Women’s World Cup.
Last year, Airbnb announced a major partnership with Spain's top-tier LaLiga, with the booking service gaining branding exposure during matches throughout the 2025-26 season.
The company also has a three-year deal with the Tour de France and Tour de France Femmes, the men’s and women’s road cycling tours.
