Women’s football continues to attract serious investment, and the latest move comes from Mercury13, the women’s soccer-focused ownership group, which has acquired a majority stake in Bristol City Women, a club currently playing in England’s second-tier WSL 2.
The stake was purchased from the Lansdown family, owners of Bristol City’s men’s team, rugby side Bristol Bears, and basketball club Bristol Flyers through the Bristol Sport group. While Mercury13 assumes majority control, Bristol Sport will retain a minority share, ensuring continuity in operations.
Who is Mercury13?
Launched in early 2023, Mercury13 is led by Victoire Cogevina Reynal and Mario Malave, with a powerful investor base that includes former players Giorgio Chiellini, Juan Mata, Eniola Aluko, ex-FIFA innovation head Luis Vicente, and UK businessman Sir Martin Broughton. The group set out with an ambition to invest up to $100 million in women’s football clubs across Europe and Latin America.
Mercury13 already owns FC Como Women in Italy’s Serie A and has partnered with global agency Wasserman (via The Collective) to oversee commercial sales. With the Bristol City Women deal, the group moves one step closer to its goal of holding stakes in leading women’s leagues across Europe.
Why Bristol City Women?
Bristol City Women are in their first season back in the second division after relegation from the Women’s Super League. The team plays at Ashton Gate Stadium and trains at the Robins High Performance Center under a long-term agreement with Bristol Sport.
Hannah Hayes, Chief Strategy Officer at Mercury13, described the deal as pivotal:
“We are committed to driving the growth of this distinctive and ambitious club during a pivotal time for women’s football in England. Working closely with broadcasters and partners, we want to build on strong foundations, enhance the matchday experience, and make Bristol City Women a household fixture in the South West.”
Wider Context
This acquisition signals the increasing attractiveness of women’s football as an investment class. Notably, Mercury13 had previously considered acquiring Lewes FC Women in 2023, but talks ended as Mercury13 wanted to focus solely on the women’s side, while Lewes operates as a dual-gender club.
With Bristol secured, Mercury13 is doubling down on its strategy: identifying markets with strong growth potential, investing in clubs with passionate local support, and using commercial partnerships to elevate women’s football into mainstream entertainment.
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The Mercury13-Bristol deal underscores a shift in sports ownership models:
- Focused Investment in Women’s Football
Instead of treating women’s teams as subsidiaries of men’s clubs, Mercury13 sees them as standalone growth assets. This shift is what will unlock long-term value. - Commercial Storytelling Matters
Aligning with Wasserman shows Mercury13 understands that women’s football growth is as much about brand positioning, fan experiences, and storytelling as it is about matchday revenue. - Strategic Market Selection
By targeting England, Italy, and eventually Latin America, Mercury13 is picking markets with both heritage and headroom for growth, creating a diversified women’s football portfolio.
For investors, broadcasters, and clubs, the takeaway is clear: women’s football is no longer an afterthought. It is a frontline property for capital, culture, and fan engagement.
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