News catchup: USL and Gainbrdige ink sponsorship deal
A big get for USL
Again apologies as I am spread very thin these few weeks and we’ve also had other staff writers with life events… so I am late to this.
The United Soccer League (USL) and Gainbridge®, a Group 1001 company, on Tuesday announced a historic, long-term partnership, making Gainbridge® the first- ever entitlement partner of a professional soccer league in the United States. As part of a multi-year agreement, Gainbridge® will become the Official Partner and Exclusive Financial Services Partner of the newly named Gainbridge Super League, a Division One professional women's soccer league, beginning in the 2025/26 season. This marks a major milestone in the growth of women's sports and the business of soccer.
"This is a landmark moment for professional soccer," said Amanda Vandervort, President of the USL Super League. "Gainbridge®'s belief and investment in what we're building demonstrates a long-term commitment to the success of professional women's soccer and will help elevate our league, clubs, players, and communities by driving resources, expanding visibility, and creating lasting opportunities for growth.
Gainbridge® will expand its presence across the USL ecosystem as the Official Annuity Partner of its leagues and its USL Super League clubs.
"Teaming up with Gainbridge®, a forward-thinking brand that values opportunity, integrity, and empowerment, strengthens our league and supports our commitment to expanding the game," said Paul McDonough, USL President and Chief Soccer Officer. "Their investment highlights the rising opportunities in soccer and underscores the value of being part of this growing movement. This partnership is a key step forward in creating new opportunities for players, coaches, and fans across the United States."
As part of today's announcement, the USL unveiled the new Gainbridge Super League wordmark, marking the beginning of an integrated brand presence across social, digital, broadcast, in-stadium, and on kits for the 2025/26 season.
This is a massive move for USL into the sort of sponsorship space that MLS and NWSL among domestic soccer leagues alone occupied. And this is a teaser for the sort of equity, annuity and sponsorship deals that might be on the horizon for USL on the men’s side in the near future.
Curious how this deal, and all other USL revenue, is split between USLC and USL1 clubs. Also, given the future three division structure, will there be more or less revenue sharing?
Im wondering if USL will find a tv deal for all three divisions, willing to cover all of Premier league matches, some of USLC matches, and the League 1 playoffs.