Glasgow City FC Partnership Offers Blueprint For A Sustainable Women’s Game

Glasgow City FC has entered into a new partnership that it believes could help form a template for funding a sustainable future for women’s football.

At the start of the season, the club launched the City Collective, a new sponsorship model for female-led, purpose-driven businesses and cultural organisations that align themselves with the core values of the club itself, to create a mutually beneficial network.

Now the City Collective has won title sponsorship from ALT, a Glasgow-based creative campaigns agency, spearheaded by the agency’s co-founder Laura Haggerty. 

ALT says the headline sponsorship is providing more than just financial support for Glasgow City, with both parties outlining what they view as a meeting of minds and a shared passion to uplift and champion women and girls through the City Collective, not just in sport, but across business and culture too.  

Glasgow City was founded in 1998 by Laura Montgomery and Carol Ann Stewart and completely redefined the women’s game in Scotland. They’ve won the Premier League a record 16 times in the last 20 years and remain the only Scottish club side across the men’s and women’s game to have reached the Champions League quarter finals, both in the 2014/15 and 2019/20 seasons.    

The club has famously had the words of celebrated feminist historian, Laurel Thatcher Ulrich, embroidered into its matchday shirts. ‘Well behaved women seldom make history’ sits across the shoulders of each player.

Stef McLoughlin, Head of Commercial at Glasgow City FC said: “‘Well behaved women seldom make history’ is an ethos we carry into everything we do.

“In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same.”

ALT founder, Laura Haggerty, said: “When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values.

“I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates. 

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

Image: Glasgow City FC