07 Sep 2020

By: Sport Industry Group

Vitality has announced new deals with six football clubs, covering both men’s and women’s teams with each.

The health and life insurance company says its commitment to the women’s teams in particular will highlight the gap in physical activity between men and women, something it says has been exacerbated during the coronavirus lockdown.

The brand has announced new deals with Bournemouth Women, Newcastle United Women, and Leicester City Women, as well as the men's and women's teams at Crystal Palace, Leeds United and Southampton. Vitality has additionally confirmed an extension to the partnership it has with the Bournemouth men's team.

Vitality says the exact partnership it has with each club differs, but includes either shirt or short sponsorship or Official Wellness Partnerships, depending on the club.

“We are pleased to announce our partnerships with these six football clubs, across both the men’s and women’s game,” said, Neville Koopowitz, CEO, Vitality.

“Today’s announcements affirms our commitment to the women’s game and our aspiration to inspire many more women and girls to get and stay physically active. There has never been a more important time to get involved in women’s football, and including both the women’s and men’s teams in our football partnerships acknowledges the stark difference between how active men and women are, and the negative impact that COVID-19 has had on women’s activity levels. 

“By working with the clubs we hope to drive visibility of both the women and men’s team, showcasing this great sport and encouraging millions more people to get active and play football, which is all in line with our core purpose to make people healthier and enhance and protect their lives.”

Vitality says it will work with the clubs to drive visibility of the women’s game and inspire girls and women to take up football and other sports.

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