New era of commercialisation kicks off with FC Como Women, with plans to scale across Europe.
In a major move for the future of women’s football, Mercury 13—the ambitious multi-club ownership group focused exclusively on the women’s game—has named Wasserman and its women’s sport division, The Collective, as its global commercial rights partner.
The deal will see Wasserman act as the exclusive sales agency for all clubs under the Mercury 13 umbrella, beginning with FC Como Women in Italy, which the group acquired in March 2024. As Mercury 13 continues to expand its European footprint, The Collective will also take on future clubs in the portfolio.
This isn’t just about selling inventory. It’s about building a purpose-led commercial ecosystem across women’s football—from club assets to individual player opportunities, with storytelling and global brand activations embedded in the strategy.
A Launchpad in Como
FC Como Women will serve as the initial platform for brand partnerships and activations, with plans to launch a series of curated events across global markets. These will showcase the club—and by extension, women’s football—as a valuable, culture-driven proposition for brands seeking authentic engagement.
“By partnering with The Collective and Wasserman, we’re not only accessing a world-class commercial engine, we’re aligning with a team that shares our belief in the power and potential of women’s football,”said Victoire Cogevina Reynal, co-founder of Mercury 13.
Strategic Moves, Backed by Senior Talent
This partnership builds on Mercury 13’s recent momentum. Last month, the group announced two heavyweight hires:
- Hannah Haynes as Chief Strategy Officer
- Lindsey Eckhouse as Chief Revenue Officer
Combined, the pair bring over 30 years of experience across commercial rights, sponsorship, and VC. In December, Mercury 13 also secured funding from The Avenue Sports Fund, signaling strong investor belief in its long-term vision.
With the next acquisition expected in England, Mercury 13 is poised to reshape the women’s football club landscape, one deal at a time.
“Mercury 13 is taking a bold, systems-level approach to changing the women’s football landscape,” said Thayer Lavielle, MD at The Collective. “We are proud to help activate the full power of their vision for brands around the world.”
This move sets a new precedent for how women’s football can be structured commercially—from the ground up. Rather than bolt-on sponsorships, Mercury 13 is betting on multi-market alignment, club-player-brand storytelling, and globally coordinated dealmaking.
It’s a signal to brands: the women’s game isn’t niche—it’s scalable, investable, and ready for smart commercialisation.
For emerging ownership groups, rights holders, and agencies, the takeaway is clear—women’s football isn’t the future. It’s the now. Are you positioned to take advantage?
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