We are excited to announce that we have entered into a new partnership that we believe could help form a template for funding a sustainable future for women's football.
At the start of the 2025/26 season, we 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.
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 was founded in 2018 as a creative campaigns agency and has already built a strong heritage in women’s sport, as well as other industries, having executed a number of marketing campaigns in women’s national and club competitions, as well as the World Boxing Championships, which gave equal billing to men and women’s bouts in a championship format in September this year.
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.”
Stef added: “Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.
“As a football operation, we deliberately don't operate under the umbrella of a major men's club. We are brave and bold in the way we do things and this has been the Glasgow City way since inception.
“We can see how this approach to corralling a network that covers business, sport and culture carries the potential to meaningfully place a women’s football club at the centre of its communities. We’d love to see our model adopted by other clubs to help strengthen their commercial and cultural ties with like-minds in their respective communities.”
Want to know more about The City Collective then get in touch with our Head of Commercial Stef, stef.mcloughlin@glasgowcityfc.co.uk and if you want to experience why ALT have joined us on this exciting new chapter, then don't forget that tonight we have a huge Europa Cup Last 16 tie against Sporting Clube de Portugal.
Get your tickets for the game that kicks off at 7:35pm at our home Petershill Park, here.