The women’s game is luring brands which have previously been shut out of the sport because of the way sponsorships of women’s teams were bundled with those of men’s sides. Avon, a beauty and cosmetics company, became the first to sponsor a women’s professional football club, signing an exclusive deal with Liverpool FC Women in 2017. In April Boots, a pharmacy chain, struck partnerships with the national teams of England, Scotland, Wales and Northern Ireland, as well as the Irish Republic. Arkema, a chemicals firm, recently bought the naming rights to the top French women’s league in a deal worth
