Manchester City have become the first Women’s Super League team ever to secure an official stadium naming rights deal, with the formerly known Academy ground nowcalled the Joie Stadium.
Unveiling their new stadium partnership with baby gear brand Joie on Thursday, 14 September, Man City‘s Academy Stadium was given its new moniker, making them not only the first purpose-built women’s stadium in the league but the only club to boast an official naming partner.
The new multi-year agreement is an extension of Joie’s current partnership with City’s women’s team which began back in March when the brand was first named as the Club’s Official Family Partner.
Now set to bear their name around their home ground for the foreseeable, the expanded commercial collaboration has arrived just in time for the new WSL season.
Credit: Supplied
The deal comes after City Football Group pledged to “introduce and improve family-friendly services and building on the club’s commitment to delivering the best possible matchday experience for fans of all ages across all stadium facilities.”
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Lionesses Chloe Kelly, Steph Houghton, Demi Stokes and various other City stars were in attendance, with the first-team trio helping cut the giant ribbon to celebrate the newly renamed Joie Stadium on a rainy morning in Manchester.
Opened in 2014 as part of the club’s continued investment into East Manchester and further development of the wider Etihad Campus, the 7,000-capacity stadium is also home to many Elite Development Squad and youth team matches.
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Manchester City Women’s Managing Director, Gavin Makel, said of the unveiling: “It is a further reflection of the importance, growth and commercial appeal of Manchester City Women and the wider women’s game and we are excited to work together with Joie to maximise opportunities for families at our matches.”
As for the company renowned across Europe for the brand of prams, children’s car seats, highchairs and more, Joie’s senior MD David Welsh added: “We believe that football offers an unforgettable experience for families and by partnering with Manchester City Women…We aim to make it truly accessible for all – whether that’s families with babies or parents of older children who will love playing in the Fan Zone.
“We’re incredibly proud of the steps we are making to help provide an all-inclusive experience and are committed to further developing our offer and ensuring that the Joie Stadium is one of the most family-friendly in the Women’s Super League.”
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The Joie logo will be rolled out across stadium assets and during various City Women’s fixtures, with the brand also promising to offer exclusive prizes and experiences to fans alongside creating bespoke content with members of the first team this year.
The 2023/24 WSL season gets underway on Sunday, 1 October with Man City, who came fourth in last year’s tightly-run campaign, playing West Ham away at 1pm. You can the full list of fixtures HERE.
Just to pre-empt any Manchester United fans fearing they’re still in total delirium the next time they see that iconic red shirt, we can confirm it isn’t just your rose-tinted glasses deceiving you – the club will be wearing a special one-off shirt with a notable difference very soon.
All eyes may now be on Wednesday, 21 May but this limited edition kit has already caught the eye of many supporters for one very obvious reason.
In case you haven’t seen it for yourselves already, Man United have confirmed that both the men’s and women’s squads will be will be wearing a slight variation on their home shirt for their next two matches as part of a special campaign for an important charitable cause.
Joining forces with their usual primary shirt sponsors Snapdragon and global health campaigners Product RED, this one-off alternative strip will be unveiled on the pitch this week.
Product Red, or simply (RED) as it will read on the jersey itself, is a worldwide charity that’s been working to fight global health crises since 2006.
(RED)’s key aim is to end the AIDS epidemic and related injustices by raising money for the Global Fund to Fight AIDS, Tuberculosis, and Malaria.
The organisation officially partnered with the club and Snapdragon back in January in an effort to help drive awareness and generate further backing for their work – it just so happens that teaming up with one the planet’s biggest brands and one synomyous with that colour made for the perfect collaboration.
With that in mind, putting together a one-off Man United kit with (RED) slap bang in the middle as is close to a commercial/charitable tap-in as you’re probably ever going to get.
Set to be debuted by Manchester United Women in their WSL fixutre against Arsenal this Saturday, 10 May and then again by Ruben Amorim’s side in the Premier League the following day (Sun, 11 May); plus, a select few limited edition replicas shirts will be made available for fans to purchase.
Be first in the know, Reds 👀
Get notified when our limited-edition @RED collection drops ⤵️#MUFC || @Snapdragon
It goes without saying that given the nature of the front-of-shirt sponsor swap, these will no doubt become somewhat of a special item among kit collectors from the off.
More importantly, however, the funds raised through selling these one-off Man United shirts will provide much-needed income for the non-profit and their crucial efforts.
The unveiling of the comes not long after the bedlam that ensued inside Old Trafford during the second leg against Athletic Club, in which United booked their return trip back to Bilbao for the Europa League final, leaving plenty of fans of seeing nothing but the colour red ever since.
MUWFC also sealed their spot in the Women’s Champions League next season to with an important point in the Manchester Derby this past weekend, confirming a finish above Man City this year.
Safe to say it’s been a good few days to be a (RED).
Manchester’s legendary AO Arena will once again host an almighty football fan zone later this year, welcoming in fans for the Europa League Final.
The huge venue previously hosted a Road to Victory fan zone for the Euros, and is now ready to replicate all the atmosphere and excitement of the beautiful game once again.
This time it’s in honour of Manchester United, who romped their way into the Europa League Final this evening with a spectacular 4-1 victory (7-1 on aggregate) over Athletic Club.
The Red Devils will be heading to that same team’s home stadium of San Mamés in Bilbao in Spain on 21 May 2025, and you’ll be able to watch all the action right here at home in Manchester.
The AO Arena Europa League Final Screening & Fan Zone will be presented by Red Square.
If you think that name rings a bell, you’re right: they’re the same folks behind the regular events held over at Victoria Warehouse for any big United games, and 21 May will be no different – other than being arguably their biggest date ever.
There’ll be space for thousands upon thousands of football fans who’ll be able to watch Ruben Amorim’s side potentially take home their first piece of silverware since his arrival.
If you saw the scenes at Road to Victory in the AO during Euro 2024, you’ll know how unbelievable a venue this is to watch the footy.
As the promoters have billed it: “Get ready to immerse yourself in the electrifying atmosphere of the Europa League Final, presented by Red Square.
“Join us for an unforgettable event as we bring together passionate Manchester United fans for the largest indoor fan park extravaganza ever witnessed!
“MANCHESTER UNITED head to the UEL final on Wednesday, 21st May – Secure your tickets now!”
The Europa League Final Screening & Fan Zone will be at the AO Arena on 21 May.
Danny Jones -
14th September 2023 
