AIG deepens Salford City investment with Lionesses stake and expanded rights
AIG has agreed to become the largest minority investor in Salford City Lionesses while expanding its wider commercial partnership with Salford City, combining equity investment in the women’s team with shirt, stadium and financial services rights across the club.
AIG has agreed in principle to become the largest minority equity investor in Salford City Lionesses, extending its relationship with the club into women’s football while increasing its commercial presence across the wider organisation.The investment would make AIG the first Fortune 500 company to take an ownership stake in a UK women’s football club. Financial terms and the size of the stake were not disclosed.AIG president and chief executive Eric Andersen said: “We are proud to expand our commitment to Salford City ahead of this exciting next stage of growth.“Our interest in supporting the Lionesses reflects AIG’s long-term commitment to advancing opportunities for women in business, sport and society, building on our investment in The AIG Women’s Open, which has elevated women’s professional golf.”The insurer is already the largest shareholder in Salford City and will expand its commercial rights to include front-of-shirt sponsorship, stadium naming rights, training kit inventory and financial services partner status.The men’s team, Lionesses and academy will share the same front-of-shirt partner for the first time, creating a unified commercial platform across the club.A new change kit in “AIG blue” will also be introduced across the men’s, women’s and academy teams as part of the expanded relationship.Salford co-owner Gary Neville said: “We are incredibly grateful to AIG for their commitment to Salford City and this amazing investment in the Lionesses.“We’re fortunate to have the backing of a world-class brand, which will be right behind our Women’s and Men’s teams in their next chapter.”AIG’s investment in the Lionesses is intended to support professional pathways, shared facilities and more matches at AIG Stadium as the women’s team seek to progress from the fifth tier.The club has also appointed former England midfielder Jill Scott as chief women’s football adviser, giving her responsibility for helping shape the technical programme across the Lionesses and academy.Scott said: “I’m incredibly excited to be stepping into this new role, helping to drive the Lionesses forward and achieve our powerful ambitions.“With the backing and knowledge of AIG, and a team of passionate, talented people at Salford, I have no doubt that the years ahead will be some of our most memorable yet.”The combined equity and sponsorship structure gives AIG exposure to both the commercial growth of Salford City and the longer-term development of the women’s team, while providing the club with capital and corporate support across multiple areas of the business.