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Sports Direct Become Principal Partner of Hibernian FC Women

Hibernian FC announces a significant partnership with Sports Direct as part of their Equal Play initiative.

Today, Hibernian FC and Sports Direct have announced an exciting new deal, which will see Sports Direct become Principal Partner of Hibernian FC Women as part of Equal Play, the brands initiative to close the gender gap in sports.

In what is a significant agreement for the Club, Sports Direct will have Principal Partner status with Hibernian FC, along with having their logos printed in prime position on the front of the Women’s Team home and away shirts for the start of the 2022/23 season.

Throughout the partnership, Hibs Women will work with Sports Direct to promote their Equal Play initiative – which seeks to level the playing field for both female athletes and teams. Equal Play was created to make real, tangible change in the world of women’s sport and seeks to address issues through three key areas, including: opportunity, visibility and investment.

As part of the partnership, Joelle Murray has also signed on as an Equal Play Ambassador, with the Club captain saying: “My ambitions as an equal play ambassador is to inspire the next generation. Getting girls at grassroots level, all over the UK but even so closer to home, here in Scotland an opportunity to play the game we all love.”

The landmark deal will provide invaluable sponsorship to enhance the reputation and visibility of the women’s game in Scotland - with Joelle working as a spokesperson and role model for girls looking to take up the sport.

Over the course of the partnership there will be a focus on participation and education – including a unique opportunity for young Hibees to play on the pitch at Meadowbank during half-time.

Hibernian FC’s Commercial Manager, Murray Milligen also commented on the new partnership: “We are delighted to welcome Sports Direct to the Club as Principal Partner of Hibernian Women.

“The partnership will see the Sports Direct logo appear on the front of Hibernian Women home and away shirts. This is a great partnership and represents a record-breaking deal for our front of shirt for the Women’s Team.

“It was important for us that we focus this partnership on the Sports Direct Equal Play initiative as we look to help bridge the gap together, and we have several projects lined up between both organisations which we look forward to sharing across the season.”

Beckie Stanion, Chief Marketing Officer at Sports Direct, added: “We’re excited to be expanding our Equal Play initiative to support more great women’s teams around the UK. We’re right behind Hibernian WFC as they kick off the season and can’t wait to build on our support for them as we enter a new era of women’s football.

“Major tournaments continue to raise the profile of the women’s game, but we want to make an ongoing impact, we believe the way to do that is through increased investment, visibility and opportunity.”

Since the Club’s formation in 1997, Hibs Women have been at the forefront of women's football in Scotland, playing a pivotal role is helping the game to grow, develop and evolve from amateur football into a professional game. The brand and the Club share common values around the Equal Play initiative and look forward to working together throughout the next three years.

Read more about the Equal Play initiative by CLICKING HERE.