Women's Professional Leagues Limited Signs Anomaly

Women's Professional Leagues Limited (WPLL) has selected Anomaly as its creative agency partner. The appointment focuses on developing a fresh brand platform and visual identity for the independent organisation managing England's top two tiers of women's professional football. This represents a landmark moment for the women's game as it seeks to establish its own distinct identity separate from the men's football structures.

WPLL operates from a vision to transform women's football by establishing the most distinctive, competitive and entertaining women's football club competition in the world. The organisation's ambition is matched by the scale of the opportunity, with women's football experiencing record growth in attendance, viewership, and commercial investment.

Anomaly's role encompasses creating distinctive brand positioning, identity architecture, and creative strategy. Anomaly enhanced its proposal through Ten Toes, its sports marketing division, bringing specialised category knowledge to the pitch. The combination of Anomaly's creative firepower and Ten Toes' deep understanding of the sports landscape gave the joint team a unique advantage in the competitive selection process.

The agency will develop comprehensive brand strategy and architecture alongside a new visual identity system. The work will define how fans, broadcasters, sponsors, and the wider public experience and perceive women's professional football in England for years to come.

"This critical appointment will define women's professional football perception for years ahead." — Ruth Hooper, WPLL CMO

"Defining women's football's future represents an exceptional opportunity." — Camilla Harrisson, Anomaly CEO

The partnership between WPLL, Anomaly, and Ten Toes underlines the increasing professionalisation and commercial ambition within women's football, setting the stage for a new era of brand-led growth in the sport.