The Football Association is to brand the new semi-professional women’s football league The FA WSL, when it launches next year.

The name “represents a new direction and feel” for women’s football in the UK, the FA told Marketing Week. Football bosses hope the new championship which was previously known as the “FA Women’s Super League,” will attract both interest and money from sponsors and spectators alike.

The league was launched in an effort to keep some of the country’s best female players in England. A number of players including those that play for England’s ladies team, have moved to America and other countries in an effort to pursue a professional career in football.

According to marketing news sources, the FA said the league meant England’s ”most talented female players no longer have to move overseas to play competitive football.”

Julian Eccles, Group Director for Marketing and Communications at The FA said in a statement: “We undertook an extensive process over the past six months that has led to The FA WSL name and accompanying logo unveiled today. The FA explored numerous names and branding routes, all based on solid research around the women’s game.”

“The main aim in this brand research was to find something that the key target audience 9-15 year old girls identified with,” he added.

The new logo and brand identity were developed by agency Corporate Edge. Bridge Ruffell managing partner at the firm said the new identity should help “position women’s football as an exciting, skillful and contemporary game to watch and compete in.”

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