The Women’s Super League (WSL) will look to create new branding opportunities to fuel fan engagement as it brings on Anomaly as its new creative agency partner.
Signed by the Women’s Professional Leagues Limited (WPLL), Anomaly will be tasked with overseeing both brands of the WSL and Women’s Championship, creating a new visual identity and creative platform for fans to associate with.
The WPLL revealed that during its pitch process, Anomaly “demonstrated a clear understanding of WPLL’s purpose, principles and position within the sport landscape and presented well-researched, insight-led ideas focused on being distinctive, not derivative”.
The partnership will also see Anomaly bring onboard its sports marketing agency Ten Toes, who have previously worked with the UEFA Champions League for a campaign with Expedia and Cesc Fabregas.
Camilla Harrisson, CEO of Anomaly, said: “The opportunity to define the future of women’s football is uniquely exciting and the brief of dreams.
“The WPLL team have an inspiring vision and incredible ambition and we will be harnessing every skill set within the Anomaly model as we partner them on this awesome and important journey to create real change and impact.”
Anomaly will now begin developing a long-term brand strategy that informs communication across all channel platforms followed by the development of a new brand architecture and visual identity.
Despite existing for more than a decade, the WSL has been growing in popularity through increases in total revenue, matchday attendances and sponsorship agreements.
The formation of the WPLL this year not only became the owner of the UK women’s football league, but also a recognised body to take over the reigns from the Football Association to find new opportunities to grow the league’s image and prospects over the next several years.
Under the leadership of CEO Nikki Doucet, the WSL and Women’s Championship has struck sponsorship deals with Barclays, and a new broadcast media rights deal with Sky and the BBC.
With Anomaly joining the likes of Two Circles, The Fan Experience Company and Little Dot Studios, the WSL will look to enhance its visibility, brand and digital content strategies to engage with existing fans and attract new ones.
Ruth Hooper, Chief Marketing Officer, WPLL, commented: “This is a critical appointment that will define how the women’s professional football leagues will be viewed for years to come.
“It was not an easy brief; we have big ambitions to sit alongside the biggest sporting brands in the world creating a distinctive brand that will shape the next chapter of the sport.
“Anomaly fully grasped the brief and the needs we have for a business at our stage in the growth journey. We can’t wait to see what we can achieve together.”
