Beyond the Sleeve: SEKO Logistics Challenges Brands to Close the ‘Sponsorship Gap’ in Women’s Football
To grow the women’s game, sponsorship is not optional, it’s critical, the majority of the clubs funding comes from sponsorships. On International Women’s Day 2026, SEKO Logistics and Rangers Football Club are urging brands to go beyond logos and become active partners in the future of the sport.
SEKO believes that generous investment in women’s football doesn’t just benefit teams, it benefits everyone. By giving resources, time, and visibility to the women’s game, brands create opportunities that help women thrive and in turn, grow the sport, fan engagement, and business impact.
Sponsorship: The Lifeline for Women’s Football
Women’s football is booming globally, but financial sustainability remains fragile. Even top teams rely heavily on investment:
- In the year to 31 May 2025, the Guardian reported that Arsenal Women nearly tripled commercial revenue, while matchday revenue grew 35% to almost £6m.
- Despite this growth, £11.9m in group income from the parent company underpinned operations showing that sponsorship remains critical.
For teams like Rangers Women, who are sponsored by SEKO Logistics Scotland, commercial partners fund the “unseen essentials”: academies, training facilities, medical staff, and player development pathways. Sponsorship is not an add-on it is the foundation of competitive growth.
From Logo Placement to Active Partnership
SEKO Logistics first partnered with Rangers’ men’s team in 2021 through retail kit sponsorship. A few years later, the company expanded to Dual Brand Sponsorship, backing both the men’s and women’s first teams equally.
The move demonstrates that true sponsorship is about more than visibility. SEKO actively engages with the women’s team, bringing 15–20 clients and employees to every home game. This hands-on approach builds new audiences, strengthens client relationships, and proves that investment in women’s football can deliver both social and commercial value.
Women’s teams increasingly seek partners who:
- Demonstrate genuine interest in the women’s game
- Invest emotionally as well as financially
- Build new audiences, not just leverage existing ones
By treating men’s and women’s teams equally, SEKO shows how brands can drive equity while creating tangible business impact.
Leadership Perspectives
Donald Gillies, Managing Director of Rangers Women, said:
“Working in the women’s game gives you enormous respect and admiration for the athletes, volunteers, parents, and young girls driving it forward. Our ambition is to help girls achieve their dreams, whether that’s on the pitch, in marketing, or in industries like logistics. We want sponsors who actively contribute to that ambition and act as a proxy for positive change.”
Leanne Crichton, Head Coach of Rangers Women, added:
“For many years, women in football felt like the underdog. On International Women’s Day, we can share success stories that inspire women to strive in their careers whether in football or beyond. Seeing that belief reflected in our commercial partners is powerful.”
Leanne Martin, Human Resources Director at SEKO Logistics, said:
“We encourage friends, families, and supporters especially those who follow the men’s team to take the same leap of faith SEKO did. Spend time with the women’s team and see the opportunity firsthand. Once you witness the talent and passion, the value is undeniable. We want businesses to get involved not only financially, but emotionally.”
A Call to Action
Closing the sponsorship gap is critical for funding academies, staff, and professional development. Brands must stop treating women’s football as a bolt-on and start investing as true partners.
SEKO urges businesses to contribute to the women’s game, whether through financial investment, time, resources, mentoring, or advocacy. Giving to women’s football creates opportunities, visibility, and equitable growth that benefits both the sport and the broader community.
Dual sponsorship models, long-term agreements, and active engagement strategies are central to the growth of the game. The future of women’s football will be built by partners prepared to stand alongside the sport recognising that sports partnerships are mutually beneficial and that meaningful investment drives value for both the game and the brand.
