Mercury13 Takes Control of Bristol City Women

Mercury13, a multi-club ownership group committed to advancing women’s football, has acquired a majority stake in Bristol City Women. This marks a significant development for the second-tier club. Under the agreement, the Lansdown family, which has owned the women’s team since 2014, will retain a minority share. Bristol City Women will continue to play at Ashton Gate and maintain their branding. However, operational control will be transferred to Mercury13.

The group’s expansion into English women’s football follows its acquisition of Italy’s Como Women in 2024. Mercury13 describes this takeover as ushering in a “new era” for Bristol City Women, aiming to unlock commercial potential, enhance sporting performance and strengthen ties between the club and its local community. The plan includes investing in infrastructure, youth development and fan engagement while preserving the unique identity and heritage of the women’s club.

A primary focus for the new owners will be establishing a Tier-1 Academy pathway to ensure a competitive and transparent route from the youth ranks to the first team. The recent changes to the squad, a new coach and new players indicate a desire for ambition on the pitch, with promotion to the Women’s Super League as an immediate goal. Mercury13 believes that dedicated investment, careful management and community alignment will enable Bristol City Women to contend for top-flight status.

Beyond on-field performance, Mercury13’s approach emphasises operational independence for the women’s team. Sponsorship, merchandising, match-day experiences and fan engagement initiatives will be tailored specifically to the women’s audience, rather than being merely extensions of the men’s game. The existing infrastructure at Ashton Gate and Bristol City provides a solid foundation, but Mercury13 aims to create dedicated resources and brand narratives that resonate with supporters of women’s football.

Strategically, this deal reflects the growing recognition within English football that women’s teams require external investment, specialised management and autonomy to succeed. Mercury13 views Bristol City Women not as an additional component but as a standalone entity within their multi-club network. Success will be evaluated not only by promotions and trophies but also by financial sustainability, an increase in spectators and cultural impact in Bristol and beyond.

However, challenges remain, such as addressing the competitive gap between tiers, obtaining regulatory approval, maintaining club identity and ensuring that investments yield both on-field successes and off-field stability. If Mercury13 can navigate these challenges, this takeover could serve as a blueprint for successful ownership in women’s football in England, providing a powerful model for clubs looking to grow in the evolving sports ecosystem.