FAWNL Northern Premier Division side Liverpool Feds donned a new shirt sponsor for the weekend’s fixture against Wolverhampton Wanderers WFC after Liverpool-based sports marketing agency, Creative Players, stepped in to provide an essential funding boost for the club.
After talks with a proposed private investment partner for the club stalled in recent weeks, Creative Players has committed several thousand pounds worth of funding for the remainder of the 2024/25 season. In exchange, the agency becomes a club main sponsor with the logo adorning home shirts for the first time during Sunday’s FAWNL Northern Premier Division fixture against Wolves.
Creative Players’ relationship with Feds dates back to 2022, when the agency agreed to cover the annual costs of gym access for the squad over a three-year period. This was driven by the agency’s desire to invest back into women’s football, following a successful client campaign around the 2022 UEFA Women’s Euros, and extensive experience in working with stakeholders in the women’s game.
As part of the original partnership, Creative Players also committed to funding a documentary about the club, filmed through the highs and lows of their rollercoaster 2022/23 season.
Leigh Moore, founder of Creative Players, who are based in Royal Albert Dock, Liverpool, said the agency was delighted to be able to step in: “Supporting women’s football has been integral to my own career and the heritage of Creative Players where we’ve worked extensively in the women’s game,” he explained. “Having worked closely with Feds over several years, we wanted to help the club because I believe in the need for a strong football pyramid and the impact clubs can have on their community.
“In my opinion, the future of the women’s game depends on clubs like Feds as much as it does the elite teams. Feds are developing homegrown players and the stars of tomorrow, whilst also providing on-loan players from Man Utd, Man City, Liverpool and Everton, with game time. They are literally the future of the game.”
Abby Pope, general manager, Liverpool Feds, added: “We are incredibly grateful for the continued support of Creative Players. In a time when financial challenges have made it harder for grassroots clubs like ours to thrive, their partnership is not only a vital source of funding, but a testament to their dedication to the local community and the future of the sport. Creative Players’ unwavering commitment ensures that we can continue to develop and compete in Tier 3.
“This partnership is more than just a sponsorship; it’s a lifeline that helps us maintain the quality of training, equipment, and facilities that are essential for our team. As a club, we are proud to wear their name on our shirts, knowing that their support is helping shape the future of our football club.”
Creative Players was founded by Moore in 2016 and provides a range of creative marketing services for the likes of Warner Bros Discovery, adidas, TAG Heuer, Pepsi, Sky Sports and Panini.
Liverpool Feds was formed in 1990, originating from Liverpool Hope University. Over the years, the club has steadily progressed up the ladder in women’s football, winning successive divisional titles before promotion to its current spot in the FAWNL Northern Premier Division.
During the 2021/22 season, the first team gained promotion into Tier 3 of the Women’s Football Pyramid, losing only one game all season, reaching a national cup semi-final and progressing to the third round of the Adobe Women’s FA Cup for the first time in the club’s history.
You can check out the full, hour-long Creative Players-backed doc on the club here:
