Manchester City Women become the first WSL club to secure stadium naming rights

A significant moment for the club and the WSL overall.

Danny Jones Danny Jones - 14th September 2023

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 now called 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.

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.”


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.


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.”

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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.”


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.

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Featured Image — Supplied