Description
Women’s Super League Football (WSL Football)—formerly Women’s Professional Leagues Limited (WPLL)—unveils a refreshed identity and new league naming structure.
With creative direction from Anomaly, the rebrand introduces a striking visual identity inspired by the movement and athleticism of the women’s game, shaped using insight from EA SPORTS. The new look includes living emblems, custom color systems, and bold word marks that reflect the speed, power, and creativity seen on the pitch. A :60 spot accompanies the rebrand.
Starting in the 2025/26 season, the Barclays Women’s Championship will be renamed the Barclays Women’s Super League 2 (Barclays WSL2), creating a clearer link to the Barclays Women’s Super League (Barclays WSL) and unifying both tiers under the WSL Football umbrella.
Each league has its own unique but complementary color identity, allowing them to stand apart while still feeling part of a connected system. A new WSL Football website is set to launch this summer, with the updated branding rolling out across kits, stadiums, footballs, and merchandise ahead of the new season.
Ruth Hooper, CMO, WSL Football, says: “Developing this new visual world with Anomaly has
been a real labour of love. No one plays football like a female - it is our strength and the way
players move is one element of what makes women’s football distinctive and special.
“As soon as this concept was brought to the table, we knew it was the right route, and we
embraced it. It has taken months of work, and we have spoken to clubs, fans, players and
partners who have all inputted during the process and been on this journey with us.
“There is a lot more in store over the coming months as we continue to grow the women’s game for the future.”
Clara Mulligan, Managing Partner & Head of Design at Anomaly says: "As a long-time football fan, having the chance to create the future of women's football is the absolute brief of dreams and a career highlight.
“The new brand identity is inspired by the athleticism and movement of female footballers -
We've created a brand that is built for motion and captures the true spirit of the game.
“And we never would have got there without the close collaboration with the entire team at WSL Football, the support and guidance from the fans, players and clubs - and the heart and passion from everyone on the team."
This professional campaign titled 'This Is the New Era of Women's Super League Football' was published in United Kingdom in May, 2025. It was created for the brand: Women’s Super League Football, by ad agency: Anomaly. This Film and Integrated media campaign is related to the Sports industry and contains 1 media asset. It was submitted 7 months ago.
