Subway Partners with WSL to Launch Players Cup

Subway has announced an exciting new multi-year partnership with WSL Football, which will see the League Cup rebranded as the Subway Players Cup starting from the 2026/27 season. This strategic move comes as part of WSL Football's efforts to enhance player welfare and introduce a fresh competitive format aimed at providing more meaningful playing opportunities across women's football in England.

The Subway Players Cup will adopt a Swiss-style league format, whereby clubs play against regional opponents in a new League Phase. Each team will engage in at least six matches before entering the knockout rounds, which not only aims to increase game time for young and fringe players but also helps squad management to maintain match readiness throughout the season. This change reflects WSL Football's commitment to prioritizing player welfare amidst growing fixture demands, and will no longer feature UEFA Women’s Champions League clubs during the tournament.

Feedback from stakeholders including clubs, players, and fans has driven these changes. Players have responded positively, appreciating the opportunities for increased game time, squad rotation, and the improved chances of competing for silverware. Alongside the format changes, WSL Football has rolled out a new visual identity for the Players Cup, symbolizing both established and emerging talent within the league. The fresh branding is inspired by the iconic moment of lifting a trophy, with a color palette that unites the identities of WSL and WSL 2 clubs.

This renewed partnership with Subway, which has successfully served as the title sponsor of the League Cup for the past two seasons, also underscores Subway's commitment to promoting women's football initiatives. The brand has supported player welfare through nutrition programs, including expertise in fueling female athletes.

Zarah Al-Kudcy, WSL Football's Chief Revenue Officer, expressed enthusiasm for the new format, emphasizing the focus on player welfare while striving to balance competitive play across leagues. Subway EMEA Senior Marketing Director Kirstey Elston echoed this sentiment, highlighting support for the continued growth of women’s football and addressing community inspiration through sports cohesion.

The Subway Players Cup will feature 23 clubs and will consist of two stages: a League Phase and a Knockout Phase. The League Phase will take place between September and December, operating in sync with the UWCL matches, and will reimagine the previous group stage format, enhancing the competitive spirit while focusing on player well-being. The rules stipulate that teams will earn three points for a win, and in the event of a tie, matches will proceed directly to a penalty shootout rather than extra time, with the shootout victors earning two points and the losers receiving one.