Energy company SSE "built on its women’s sports sponsorship strategy after agreeing a deal with the Scottish Football Association and Scottish Women’s Football governing bodies," according to Tony Connelly of THE DRUM. The partnership "will see SSE become the official partner of Scotland’s women’s national team in a deal that gives it the naming rights to the Scottish Women’s Cup tournament." SSE’s decision to sponsor Scottish Women’s Football "marks a continuation of its strategy to invest in women’s sport." Earlier this year, the energy company "became the title sponsor of the Women’s FA Cup" (THE DRUM, 9/19). SSE becomes the first major sponsor of women's football in Scotland (Scottish FA). In Glasgow, Alan Campbell wrote the sport "secured its first major sponsor in the shape of a six-figure, four-year backing from Perth-based energy supplier SSE." In the excitement of qualifying for next summer’s Euros, the significance of the sponsorship announcement "was slightly lost." The arrival of a backer for the Scottish Cup "is a huge step forward, as is SSE’s support for the national team and grassroots football." While nobody is expecting that the winner of this season’s cup final in November is going to have the funds to go and purchase Brazilian int'l Marta, the introduction of prize money "is a huge step forward." Next season "it is anticipated that all the semi-finalists will be rewarded for their efforts." However, perhaps the real gain "is that other companies will now perceive that Scottish women’s football has a commercial value." Will one "come in soon and sponsor the top leagues?" (HERALD SCOTLAND, 9/18).
