Vitality has become the new sponsor of the Women’s FA Cup, signing a deal with The FA which will run for a three-year period.
The health and life insurance and investment company will sponsor the competition until July 2023, and will see the tournament rebranded as the Vitality Women’s FA Cup.
According to The FA, Vitality will use the partnership to help drive visibility of women’s football and will aim to inspire more girls and women to take up football or other sports.
The brand, which won the Event or Competition Sponsorship Award in association with CSM Live at the Sport Industry Awards 2020, has also signed former England player (and Sport Industry Awards host) Alex Scott as an ambassador.
"I’m delighted that a recognised brand such as Vitality has signed up to partner with us and sponsor such a prestigious competition as the Women’s FA Cup," said Kelly Simmons, Director of the Women’s Professional Game, The FA.
“We recognise that during a very difficult time for everyone, this is a big commitment that Vitality has made in becoming primary sponsor of the Women’s FA Cup, and I'm really looking forward to working with them as we look to grow the competition.
“This partnership not only highlights the affection that so many have for the Women’s FA Cup, but it also demonstrates the growing interest in the women’s game, which is something I know Vitality is keen to develop alongside us.”
Nick Read, Managing Director, Vitality, added: “We're incredibly excited to be announcing this new partnership with The FA today.
"We've been involved in both football and supporting women’s sport for many years, and today’s announcement highlights our commitment to the women’s game.
“There's never been a more important time to be involved in women’s football, and by working with the FA we hope to drive visibility of the women team, showcasing this great sport and encouraging millions more people get active and play football, in line with our core purpose to make people healthier and enhance and protect their lives.”
This week, Vitality also announced former England footballer Alex Scott as a new ambassador for the brand and speaking about their sponsorship of the Vitality Women’s FA Cup, she said: “This announcement today is great news for the sport and profile of women’s football.
"I'm pleased to be joining a brand that is shining a light on the game and driving visibility of the women’s game and hopefully inspiring many more women and girls to take up football, or whatever other activity might be right for them.”
The relationship between the pair will officially begin from the start of the 2019/20 FA Cup quarter finals, which take place on 26th and 27th September. The competition is still to be completed because of the impact of the coronavirus pandemic, but will restart in September with the final set to take place on Sunday 1st November at Wembley Stadium.