Airbnb has strengthened its presence in the sports industry by signing a multi-year partnership with the Women’s Super League (WSL), becoming the league’s official accommodation and unique experiences partner.
As part of the agreement, Airbnb has launched a £1 million ($1.34 million) Player Accommodation Fund, designed to support players joining WSL and WSL2 clubs. The fund will provide short-term accommodation assistance during transfer windows over the next three years, with eligible players gaining direct access to the support through WSL Football.
The initiative follows Airbnb’s previous collaboration with the International Olympic Committee, which introduced an Athlete Travel Grant program offering 500 athletes $2,000 annually in Airbnb credits for training, qualification events, and travel-related expenses.
Growing focus on sports tourism
The partnership reflects Airbnb’s broader strategy to capitalize on the rapidly expanding sports tourism market.
According to WSL data, attendance at WSL matches has increased by 31% since the 2022-23 season, while crowds in WSL2 have grown by 65%. Airbnb also reported a 15% year-over-year increase in bookings during the final weekend of the 2025-26 season.
The company has recently expanded its sports portfolio through a partnership with five racetracks in NASCAR, allowing fans to book nearby accommodations directly through track websites for race weekends.
Airbnb is also a major partner of FIFA, with an agreement covering the 2025 FIFA Club World Cup, the 2026 FIFA World Cup, and the 2027 FIFA Women’s World Cup.
In addition, the company maintains partnerships with LaLiga and the cycling events Tour de France and Tour de France Femmes.
Through its latest agreement with the WSL, Airbnb aims to support player mobility while further strengthening its position within the global sports travel ecosystem.