Why Guinness has ended its 40-year front-of-shirt football exile to back this unlikely team - and what it says about the women’s game’s new commercial power, writes TARA ANSON-WALSH
Now, decades later, Guinness has returned to the football shirt, placing its logo on one of the game’s more unexpected recipients: Bristol City Women. Beyond those leading sides, women’s teams affiliated with men’s clubs typically share in the commercial arrangements of their male counterparts. ‘The data that you can see and feel if you’re a fan of women’s sport is being quantified in real terms. Last year the number of hours of broadcast time for women’s sport went over 10,000 hours for the first time. And, according to Mercury/13’s Chief Revenue Officer Lindsey Eckhouse, this helps grow the distinct fanbase that follows their women’s team.
Source: Metro February 28, 2026 11:14 UTC
