The National Women’s Soccer League (NWSL), the top women’s competition in the US, has appointed sports marketing agency Allied Sports as its lead partner for sponsorship sales.

Under the partnership, Allied Sports will work alongside the NWSL’s partnership marketing team to broker and develop new multi-year category deals. 

The league, which is entering its tenth anniversary season, is looking to capitalize on its growing popularity with more lucrative sponsorship deals. It now features 12 clubs and is enjoying greater coverage across the league’s domestic broadcast partners CBS, Paramount+, and Twitch.

Mitch Poll, chief revenue officer at NWSL, said: “Our corporate partners serve as champions for the growth of women’s sport in the US and around the world.

“In looking at opportunities to expand our commercial business, we believe Allied Sports is the perfect partner because they are not just selling a brand – they are bought into it.”

The partnership comes after NWSL struck its largest sponsorship deal in November with sportswear giant NIKE, which extended its existing agreement (from 2020 to 2022), through 2030.

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Last week, the NWSL named airline Delta Air Lines as the league’s official airline and travel partner ahead of the 2022 season. Delta joins 10 official league sponsors Ally, Budweiser, CBS, Deloitte, Mastercard, Nationwide, Nike, Twitch, Verizon, and Voyager.

Greg Luckman, chief executive of Allied Sports, said: “We are proud to partner with the NWSL as the league readies for its historic season.

“Building on that momentum, we see tremendous opportunity for modern marketers to be part of the bright future in professional women’s soccer and look forward to working with the NWSL to deliver that.”

The partnership also comes at the start of a new personnel era for the NWSL, under the leadership of new commissioner Jessica Berman, a former executive for the National Lacrosse League and National Hockey League, who was appointed earlier this month.

Berman was hired to replace Lisa Baird, who resigned last October, after being criticized by players for her response to sexual coercion allegations made against former North Carolina Courage manager Paul Riley.

Earlier this month, meanwhile, Allied Sports was hired by the NHL’s Florida Panthers to lead the search for a new arena naming rights partner.