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Manchester City Women name Joie as stadium naming partner

Baby gear brand becomes first stadium naming rights partner for a WSL club.

14 Sep 2023 Josh Sim
Manchester City has announced Joie as the stadium naming rights partner for the Academy Stadium.

Getty Images

English soccer giants Manchester City have agreed a stadium naming rights partnership with Joie for their Academy Stadium, the home of their women’s team.


  • Joie gains internal and external branding across the stadium
  • Baby gear brand to create bespoke content with the women’s team, as well as offer exclusive fan experiences and prizes
  • Manchester City and Joie pledge to introduce and improve family-friendly services at the stadium


The partnership marks the first stadium naming rights deal for a Women’s Super League (WSL) club.

The 7,000-seater venue is the only purpose-built stadium in the WSL and also hosts games played by City’s youth outfits.


“A women’s team partner since March this year, Joie shares our commitment to family values and high standards and we’re delighted the brand has chosen to extend its current relationship,” said Gavin Makel, managing director of Manchester City Women.

“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.”

Coming next:

The newly-renamed Joie Stadium will play host to Manchester City’s second WSL game of the upcoming season against Chelsea on 8th October.

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