As a club Glasgow City have always done things differently. Built independently. Led by women. Focused on purpose.
With this in mind we are excited to share the vision for our commercial future.
We believe women’s football can do more than reflect the world, it can reshape it and we want to lead the way in doing that.
Our Commercial Philosophy
Every commercial partnership at Glasgow City FC must reflect who we are, what we stand for, and where we’re going.
We are more than a football club, we are a movement. We are the blueprint of what happens when women carve their own path. Our partners should enhance our story, align with our values, and add to the vibrant, progressive, empowering space we’re creating for women in football.
We believe in purpose-driven partnerships that stand the test of time, build trust with our fans, and help us grow sustainably and ethically.
Our Guiding Principles for Partnerships
1. Partnerships that Directly Reflect or Actively Align with Our Values
Empowerment of Women & Girls
Equality, Inclusion & Diversity
Innovation & Creativity
Community Impact & Social Responsibility
Sustainability & Environmental Consciousness
We seek out organisations that are championing positive change, lifting up women, and making a real difference in the world - whether they’re global brands or local innovators.
2. Fun, Creative, and Human-Centric Brands
Our partners should:
Share our energy and drive to make football fun, accessible, and exciting.
Help us create vibrant match day experiences that feel different from the men's game.
Have authentic, people-first brands, where the focus is on community, joy, and belonging.
We love brands that think outside the box, bring fresh ideas, and want to co-create experiences that celebrate women, sport, and community.
3. Purpose-Driven
We work with partners who put purpose at the heart of their mission, and who are striving (in big or small ways) to create a better world.
Genuine commitment to positive impact (not greenwashing or performative activism).
Demonstrated efforts to empower women, either in their leadership, their workforce, or their social impact initiatives.
Ambitious about improving - even if they’re not perfect, they’re actively working to be better long-term thinkers, not opportunistic short-term gain seekers.
Who Are Our Ideal Partners
Women-Led and Women-Focused Brands
B-Corps and Ethical Businesses
LGBTQ+ Focused
Sustainable Fashion & Lifestyle Brands
Tech Companies Supporting Social Good or Women in STEM
Education & Learning Platforms Focused on Girls and Women
Health & Wellbeing Brands (with ethical standards)
Financial Institutions Focused on Social Responsibility, Equality & Accessibility
Creative Agencies and Cultural Brands Investing in Community
Travel & Tourism supporting women’s sport and local culture
Entertainment & Media Brands (positive content, women-led productions, etc.)
Food & Beverage (non-alcoholic, health-focused, community-driven)
Sports & Fitness Brands Supporting Women’s Sport
Who We Will Not Partner With
We have zero interest in partnerships that conflict with our values or could compromise our integrity and our community trust.
Industries/Brands We Will Not Engage With
Fossil Fuels & Heavy Polluters
Oil, gas, coal, and any company profiting from fossil fuel extraction or heavy environmental degradation
Tobacco, Smoking, and Vaping Products
Any nicotine product, regardless of positioning or marketing
Alcohol and Gambling Companies
We are building a safe, inclusive environment that welcomes families, children, and vulnerable group
Companies That Promote Addictive Behaviours or Products
Includes fast-money investment schemes, payday lenders, unregulated crypto trading platforms
Industries That Are Unnecessarily Harmful to Animals
Fur, animal testing for cosmetics or non-essential products, or companies with poor animal welfare standards
Companies With Poor Track Records in Human Rights, Gender, LGBTQ+ and Racial Equality and Diversity
No tolerance for companies that contribute to the forced displacement of indigenous peoples, or those complicit in human rights abuses, violations of international law, workplace discrimination, unethical supply chains, or lack of transparency.
The Partnership Experience We Offer
At Glasgow City, we don’t do transactional partnerships. We co-create experiences with our partners that bring real value, tell powerful stories, and leave a lasting legacy.
Our partners get an authentic connection to our club’s values and our passionate community, access to a diverse and growing fan base invested in women’s sport.
Creative, engaging platforms to share their story alongside ours and opportunities to collaborate on projects that make a social impact.
Our Commercial Ambition
To be the global example of how commercial success in women’s sport can be done ethically, inclusively, and purposefully.
Our Goals
Create a blueprint for commercially successful women-led, women-first partnerships
Showcase women’s football as a force for positive change
Build long-term relationships that go beyond logos on shirts
Offer our partners genuine community connection and opportunities to make a difference
Keep fun and creativity at the heart of everything we do
In Summary – We are Glasgow City FC.
We exist to change the game for women, for football, and for the future. We partner with brands that share our belief that women carving their own path is not just possible - it’s powerful. We are the blueprint of what happens when women lead, and we invite our partners to be part of that legacy.
If you want to know more about how to join our movement then contact our Head of Commercial Stef McLoughlin (stef.mcloughlin@glasgowcityfc.co.uk).