Mercury 13, the multi-club ownership group focusing specifically on women’s soccer clubs, has appointed the Wasserman agency as its global rights sales partner.
Wasserman – and in particular its women's sport-focused advisory business, The Collective – will act as the exclusive worldwide commercial sales agency for Italian side FC Como Women, the one club currently under Mercury 13 ownership (bought in March 2024).
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However, as Mercury 13 expands its club portfolio, Wasserman and The Collective will also take on any new additions to the stable of clubs. Indeed, the organization – led by Victoire Cogevina Reynal and Mario Malave – has said it is now preparing to take on other clubs across Europe, and GlobalData Sport understands developments are likely to be made public soon.
Wasserman and The Collective will look to put in place bespoke and purpose-driven sponsorship deals (for Como initially, and then for a larger Mercury 13 portfolio), for individual players as well as the clubs.
Como Women will "serve as the launch point for brand activations and partnership storytelling", and the partnership will be activated through a series of events across key global markets.
Cogevina Reynal has commented on the tie-up, saying: "By partnering with The Collective and Wasserman, we’re not only accessing a world-class commercial engine, we’re aligning with a team that shares our belief in the power and potential of women’s football.”
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By GlobalDataIn terms of recent Mercury 13 activity, late last month, the group made two senior hires to boost its leadership team.
Hannah Haynes has joined as chief strategy officer, with Lindsey Eckhouse coming in as chief revenue officer (CRO). The pair have over 30 years of experience in rights holders, sponsorship, and venture capital.
Last December, meanwhile, the group accepted investment from The Avenue Sports Fund, and said at that point that it was targeting a club in England for its next purchase.
Thayer Lavielle, The Collective's managing director, added: "Mercury13 is taking a bold, systems-level approach to changing the women’s football landscape. We are proud to be their commercial partner and to help activate the full power of their vision for brands around the world.”
For Wasserman, the agency's last significant sports tie-up came in late April, when it was appointed as the exclusive global sales agency for women's tennis' WTA.
