The rebranding of the Championship to WSL2 has been a long time coming, and it's a move that's being hailed as a much-needed injection of life into the division. According to Zarah Al-Kudcy, the chief revenue officer for WSL Football, the league was in dire need of "a bit more love" and attention. This sentiment is echoed by the introduction of the WSL Panini sticker album, which features 64 WSL2 collectibles, including 48 players and each club represented, for the first time.
The inclusion of WSL2 players in the Panini sticker album is a significant milestone, and it's a testament to the growing status of the league. Al-Kudcy notes that WSL2 is "super competitive" and that the teams are pulling in impressive crowds and YouTube numbers. The league is also the only one in Europe with two professional leagues, making it a unique and exciting prospect for players, fans, and sponsors alike.
The rebranding of WSL2 is not just about aesthetics; it's about creating a cohesive brand that represents both leagues and strengthens the bond between them. As Al-Kudcy explains, "We wanted to build the strength of the race to get into WSL from WSL2. You see it now across our website and via our partners. You'll see it when the app launches, the sticker album. It's now about positioning us as having 24 clubs, soon to be 26, and not two completely separate competitions."
The league is capitalizing on its growing status by striking a number of commercial deals, including partnerships with sportswear giant Nike and tech giant Apple. Nike is providing boots and gloves to all 24 clubs, while Apple is providing the same products to Durham as it does to top-tier teams like Arsenal. Al-Kudcy notes that when speaking to partners, the league is now talking about both leagues as a single brand, with dedicated activation for all 24 clubs.
The introduction of new minimum standards has also made the league fully professional, with all games available on YouTube. The Professional Footballers' Association (PFA) has lent its support, and the upgrade is already being felt across the second tier. As Al-Kudcy notes, "I genuinely feel very humbled. When I speak to some WSL2 players who are like: 'We just feel seen, we feel seen by WSL Football and the fact that you're making sure you're rolling out the same support to us.'"
Not just commercial, it was a real gamechanger to have the Professional Footballers' Association [PFA] come on board and expand to supporting both leagues, that was huge. I talk about the commercial side but I look at the work that has been done with the PFA, in bringing in a minimum salary, in making sure we have roles like performance wellbeing managers and safeguarding officers.
One of the players feeling the benefit of their improved standing in the women's game is Nottingham Forest's Amy Rodgers. The 25-year-old midfielder joined newly promoted Forest in the summer and has noted the significant rise in level and recognition for WSL2 players. As she explains, "Until a couple of years ago WSL2 was really disregarded, and you felt that as a player at times. Now, we're getting a bit more recognition. It's nice, as a player. Hopefully, it will help lead to bigger attendances as well to create more sustainability in the league."
The rebranding and commercial deals are not just about recognition; they're also about creating opportunities for players and clubs. With the WSL expanding to 14 teams next year, there will be two automatic promotion spots available and a playoff for the third-placed team against the side who finishes bottom of the WSL. Rodgers, who has competed in both leagues, notes that the rise in level is palpable, and the increased recognition is a welcome change.
The future of WSL2 is looking brighter than ever, with a growing fan base, increased recognition, and a slew of commercial deals and partnerships. As Al-Kudcy notes, "We just feel that WSL2 is a league that needs a bit more love. It's super competitive, and we're seeing the teams pulling in crowds and getting really solid YouTube numbers." With the league's rebranding and the introduction of the Panini sticker album, it's clear that WSL2 is finally getting the recognition it deserves.
The impact of the rebranding will be felt across the league, from the players to the fans, and it's a move that's being hailed as a significant step forward for women's football. As Rodgers notes, "It's nice, as a player. Hopefully, it will help lead to bigger attendances as well to create more sustainability in the league." With the WSL expanding and the recognition of WSL2 players on the rise, it's an exciting time for women's football, and the future is looking brighter than ever.
The future of women's football is looking bright, and the rebranding of WSL2 is just the beginning. With a growing fan base, increased recognition, and a slew of commercial deals and partnerships, it's clear that the league is on the rise. As Al-Kudcy notes, "We wanted to build the strength of the race to get into WSL from WSL2. You see it now across our website and via our partners." The rebranding of WSL2 is a significant milestone, and it's a move that's being hailed as a major step forward for women's football.
Original: The Guardian
Image: The Guardian
Written by Npsports
