Women’s football-focused investment group Mercury13 has taken a significant step toward streamlining its commercial strategy by partnering with PlayMaker Software to centralize sponsorship operations across its growing multi-club portfolio.
The agreement will see PlayMaker’s sponsorship management platform implemented across all three of Mercury13’s clubs: FC Como Women, Bristol City Women, and FC Badalona Women. The system is designed to manage sponsorship sales, accounts, and inventory while providing real-time insights into performance and deliverables.
This move reflects Mercury13’s ambition to build a more unified and data-driven commercial structure. By centralizing sponsorship activities, the group aims to enhance efficiency and deliver measurable value to its growing roster of brand partners, which already includes Guinness 0.0, Fever, and Catapult.
Rafael Molina Harno, commercial marketing manager at Mercury13, emphasized that the platform offers the operational backbone needed to manage partnerships across multiple organizations while improving transparency and scalability.
For PlayMaker, the deal represents a milestone—its first partnership in European football and its first collaboration with a multi-club ownership model. Founder and CEO Hannah Sorkin highlighted the alignment between the two organizations, noting a shared vision of professionalizing the commercial side of women’s football.
Mercury13 has been rapidly expanding since entering the market with the acquisition of FC Como Women in March 2024. The group later secured a majority stake in Bristol City Women in September 2025, before adding FC Badalona Women to its portfolio last month—marking its entry into Spanish football.
The latest commercial development follows a period of transition for the organization, including the recent departure of co-founder Victoire Cogevina Reynal. Despite this, Mercury13 continues to push forward with its strategy to scale women’s football through investment, technology, and commercial innovation.
The PlayMaker partnership also comes shortly after Mercury13 signed a multi-year agreement with sports technology company Catapult, further underlining its commitment to integrating advanced tools across both performance and business operations.
As multi-club ownership models gain traction in women’s football, Mercury13’s centralized approach to sponsorship could set a new benchmark for commercial efficiency and growth in the sport.