Women’s soccer-focused investment group Mercury13 has brought in sports sponsorship specialists PlayMaker to assist with sponsorship operations across its multi-club operations.
A deal announced today entails the PlayMaker Software sponsorship management platform being implemented across Mercury13's portfolio, which currently comprises three clubs.
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The platform will manage group sponsorship operations, accounts, and sales across Italy's FC Como Women, Bristol City Women in England, and FC Badalona Women in Spain.
Mercury13 has struck this deal in an attempt to centralize its sponsorship activities around those three teams, and to provide each of its member clubs "with a real-time view of sponsorship inventory, performance, and deliverables."
Currently, Mercury13's sponsorship portfolio includes brands such as Guinness 0.0, ticketing platform Fever (the front-of-shirt sponsor for Badalona Women), and Catapult.
For PlayMaker, meanwhile, the tie-up signifies its first deal in European soccer and its first case of usage by a multi-club ownership group.
Rafael Molina Harno, commercial marketing manager at Mercury13, commented: "PlayMaker provides the visibility and operational backbone needed to manage partnerships across multiple organisations, while helping us deliver more measurable value for brands. As our partnership portfolio continues to grow, having a unified platform across the group allows us to operate more efficiently and create stronger, more integrated commercial relationships.”
FC Badalona Women, of Spain's top-flight Liga F, only joined the Mercury13 portfolio last month – marking the first time a multi-club group in women’s soccer has invested in the Spanish market.
This latest acquisition was announced just weeks after Mercury13 announced the departure of co-founder, co-CEO, and figurehead, Victoire Cogevina Reynal.
Mercury13 first entered the soccer ownership space with the acquisition of Italian Serie A side FC Como Women in March 2024.
Then, in September 2025, Mercury13 acquired a majority stake in English second-tier side Bristol City Women.
Between those two purchases, Mercury13’s fund expanded, with the group attracting investment from The Avenue Sports Fund, at which point it identified England as the destination for its next purchase.
Hannah Sorkin, PlayMaker Software's founder and chief executive, added: "Mercury13's vision for professionalizing women's football commercially aligns perfectly with what we're building, a platform that brings enterprise-grade sponsorship operations to organizations ready to scale. We see this as the beginning of significant growth in European women's sports."
Last week, Mercury13 unveiled sports technology firm Catapult as its exclusive elite sports performance analytics and GPS partner, alongside a non-exclusive role as official thought leadership partner, under a multi-year agreement.
The deal builds on Catapult’s existing work with Bristol City Women.
