Boots has unveiled a new partnership with Women’s Football that will include involvement with the Republic of Ireland and Northern Ireland Women’s teams as well as those of England, Scotland and Wales.

The main campaign will focus first on England through their participation in this summers Women’s World Cup in France.

The level of engagement with Northern Ireland will be in relation to Health and Wellbeing initiatives while details of how the partnership will work with the Republic of Ireland team will be unveiled here later this month.

Three remain as the principal sponsor of the Women’s team, as they are with the Men’s and the partnership is likely to be at a similar level to that signed up to last year by Aviva.

The deal will run throughout the next three years, covering the qualification campaign for the 2021 European Championships which will be held in England.

The Republic of Ireland get their campaign for that underway later this year in a group where they will face Germany, Ukraine, Greece and Montenegro.

Northern Ireland will play Norway, Wales, Belarus and the Faroe Islands for their place in the Finals.

This is the first time that a single deal involving all five of the ‘home’ nations has been struck and is another marker of the rapid rise in popularity among sponsors for the women’s game.

“Women’s football is going through a significant moment of change and this partnership will be transformative for the growth of the game,” said Misha Sher, Worldwide VP of Mediacom Sports and Entertainment who brokered the deal.

“Boots has been supporting women for 170 years and will continue that commitment by elevating awareness and participation in women’s game through this ground-breaking partnership with the five FAs.”

“With plans to fully integrate the marketing of the partnerships across its 2,500 stores in the UK and Ireland, Boots will provide women’s football with unparalleled levels of exposure. This a great opportunity for the sport and its fans.”

With So Hotels coming on board as partners of the Women’s National League here and Barclays investing #10 million in the Superleague in England, this feels not so much like being on the point of fulfilling potential but having crashed through that barrier and hurtling ever upwards.

This is how Boots unveiled the partnership yesterday in Nottingham