Wavemaker UK Partners with ITV to Secure Nationwide Building Society as Sponsor of Lionesses Coverage

Wavemaker UK has collaborated with ITV to secure an agreement for Nationwide Building Society to become the sponsor of the coverage of upcoming England Women’s team matches. It’s the brand’s first opportunity to be associated with the mass broadcast of the Lionesses' games and comes after the stunning UEFA Women's Euro 2022 victory. 

The sponsorship deal brokered by Wavemaker UK will kick off with the Lionesses’ first Arnold Clark Cup Group Stage match on 16th February against Korea and run across all of their matches to be broadcast on ITV1 and ITV4 between February and July. This will include the first UEFA Women’s Finalissima match at Wembley on 6th April - where England will meet Brazil - as well as the warm up games in preparation for the FIFA Women’s World Cup - which starts on 20th July.

Nationwide has a long association with England football and has been an official partner of The Football Association’s (FA) Respect programme for the past three years. It has pledged to help promote the campaign's goal of creating mutual respect, among players, parents and coaches, on and off pitches across the UK.  Using clear codes of conduct, the campaign aims to help parents and coaches play a part in making football fun, safe and positive.  Nationwide also provides support to 100,000 under-18 grassroots football clubs helping to ensure that the beautiful game is accessible to everyone.

Paul Hibbs, head of advertising and media, Nationwide Building Society said: “The sponsorship of ITV’s coverage of the Lionesses’ matches will ensure the message of making football a place of mutual respect is broadcast to the homes of football loving families. England supporters have fallen in love with them - after all they did finally bring football home! We have no doubt they’ll captivate the country again in the upcoming tournaments.”

Callum O’Brien, content lead, Wavemaker UK, added: “We believe that this new sponsorship of the Lionesses’ games is the perfect opportunity for Nationwide to reach an engaged audience of football fans of all generations. And with the help of ITV, we’re pleased to bring awareness of Nationwide and the FA’s Respect campaign to ensure that positivity and mutual respect have a firm place in English football. The Lionesses have set a precedent, and we, as well as Nationwide, can’t wait to see the impact that has on sport in the long term.”

As well as brokering the deal, Wavemaker UK is responsible for planning and ongoing project management.