Nuby latches onto the principal partnership of Sunderland AFC Women

We're delighted to announce our new partnership with Sunderland AFC Women. 

As a globally renowned baby brand we will take pride of place as the SAFC Women’s front-of-shirt sponsor for the 2024-25 season, and in doing so, become the first baby brand to obtain a title sponsorship of any Club in English football.

We will also be investing an additional sum, worth 20% of our sponsorship fee, to support the continued growth of women’s football.

SAFC Women’s Under-21 team, Emerging Talent Centre and the Foundation of Light, the official charity partner of Sunderland AFC - for which Jill Scott MBE, former Lioness and SAFC Women’s player recently became a trustee of - will benefit from this incredible gesture, which represents another milestone moment in the development of women’s football. 

Lesley Spuhler, CEO of the Foundation of Light, said: “Nuby's partnership with SAFC Women and support of the Foundation will be instrumental in building and strengthening the women's game from its roots. It's partnerships like this that will make a real difference in nurturing the next generation of female footballers, ensuring they have the opportunities and resources they need to thrive.”

As the UK's best-selling baby and toddler cup brand we will be befittingly bringing our very own cup to the team too. The ‘Nuby Flippin’ Incredible Cup’, which is named after our UK best-selling Nuby Incredible Gulp’ and Flip n’ Sip cups', will be awarded to the SAFC Women’s flippin’ incredible player of the match on each Barclays Championship matchday. The player of the match will be chosen from a live fan vote via SAFC Women’s X account (formerly Twitter).

James Russell-Watson, Head of Marketing at Nuby says “Nuby’s positively stoked to be partnering with SAFC Women in an exciting time for the team itself and women’s football at large. As a brand we’re naturally invested in personal growth, both figuratively and literally, so to be helping the Women’s and Women’s Youth squads grow and develop is very much aligned with our values”

SAFC Women’s General Manager, Alex Clark, added “It’s a privilege to be partnering with household name and global baby brand Nuby as our principal partner for SAFC Women. We are excited to see what the future holds for SAFC Women in the 2024/25 season with Nuby as sponsors who are invested in the success of women’s football.”