Mercury13 links with Footballco to scale women’s football storytelling
Mercury13 has partnered with Footballco and its women’s football and culture brand INDIVISA to produce and distribute social-first content designed to raise the profile of its clubs and create new commercial inventory for sponsors.
Mercury13, the multi-club ownership group focused on investing in women’s football, has signed a partnership with global football media and culture company Footballco to boost the reach and visibility of its club network.The collaboration runs through Footballco’s women’s football and culture brand INDIVISA, with the parties committing to create and distribute original, social-first content intended to engage new audiences and bring fans closer to players, clubs and communities.Alexandra Goldschmidt, interim chief revenue officer of Mercury13, said: “Women’s football is entering a defining period of global growth, and storytelling plays a critical role in connecting clubs and players with fans. "Partnering with Footballco allows us to combine our access and ambition with a best-in-class media platform that understands football culture and knows how to engage global audiences.“We want to showcase the stories that make women’s football unique and continue building the visibility of our clubs around the world.”Mercury13 said the partnership will support clubs across its portfolio, including FC Como Women, FC Badalona Women and Bristol City Women, as it builds a multi-club model that aims to professionalise operations and accelerate commercial growth.Footballco will publish content across its own platforms and Mercury13’s club channels, with the partnership positioned as a distribution play across Europe and the United States.The agreement also creates additional routes for brands to activate, with the companies pointing to branded content integrations as part of the commercial opportunity set.Stefano D’Anna, president of Footballco, said: “We believe growing women’s football means investing properly in the stories, platforms and partnerships that can bring the game to wider audiences. Working with Mercury 13 gives us the opportunity to collaborate with ambitious clubs to build visibility, deepen fan engagement, unlock new audiences and develop commercial opportunities.“It is a partnership rooted in a genuine belief in the future of women’s football and the role storytelling can play in accelerating its growth.”The tie-up lands as women’s football clubs and investors increasingly treat audience development as a core revenue lever, with social video and creator-led formats used to complement matchday and broadcast exposure that can be inconsistent across leagues and markets.Mercury13’s multi-club structure is designed to offer partners scale across multiple teams and geographies, and the Footballco relationship adds a media layer that can package those assets into repeatable content series rather than one-off activations.Footballco said its network reaches more than 640 million fans per month, giving Mercury13 a distribution engine that can support both fan growth and sponsor servicing with measurable delivery across owned channels.The partnership also underlines a broader shift in women’s football commercial strategy, where owners are investing in content capability and distribution partnerships to close the gap between rising interest in the sport and the revenue captured by individual clubs.Mercury13 has previously stated its ambition to invest significantly in women’s football by acquiring controlling stakes in teams, and the Footballco deal signals a push to translate that capital strategy into higher visibility and stronger commercial outcomes across the group.