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Manchester City Women Partner with Joie: A New Chapter for Family-Friendly Football Experience.

Roger Hampel


Manchester City has taken a significant step in the commercial appeal of women’s football by announcing a multi-year partnership with Joie, a brand known for its baby gear products. This collaboration not only marks Joie as the Official Stadium Naming Partner of the Academy Stadium but also makes Manchester City the first Barclays Women’s Super League club to secure such a commercial agreement for stadium naming rights.

A Milestone in Women's Football

Gavin Makel, Managing Director of Manchester City Women, termed the collaboration as a "significant moment" not just for the women’s team but for the entire club. The Academy Stadium has been renamed for the first time since its opening in 2014. With Joie being a partner since March of this year, the extension of this relationship points to the commercial appeal and growth of Manchester City Women in the football world.

Family-First Brand Joie

David Welsh, Senior Managing Director at Joie, expressed pride in the family-first brand's commitment to making family days as joyful as possible. By partnering with Manchester City Women, Joie aims to enhance the accessibility of football for families, whether they are new parents or have older children.

Enhancing Matchday Experience

Together, Joie and Manchester City pledge to introduce and improve family-friendly services at the Joie Stadium. This falls in line with City’s commitment to delivering the best possible matchday experience for fans of all ages. With further internal and external branding to feature the Joie logo, the brand is set to get deeply involved in every Women’s team fixture.

More than Just a Name Change

The 7,000 capacity Joie Stadium is the only purpose-built stadium in the Women’s Super League and serves as the home of Manchester City Women. In addition to hosting women's matches, the stadium is also the venue for many of City’s Elite Development Squad and youth team matches.


The partnership between Joie and Manchester City symbolizes more than just a name change for the stadium; it reflects the growing commercial viability of women's football. As both parties strive to make football more accessible and family-friendly, fans can look forward to an enhanced and all-inclusive matchday experience.


Manchester City. (2023, September 14). Manchester City unveil Joie as Official Stadium Naming Partner.


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