A Cumbrian free-from bakery brand is backing elite women’s sport, with We Love Cake confirmed as the newest kit sponsors of Barrow Raiders Ladies ahead of the 2026 season.
Competing at the highest level of women’s rugby league in the UK, the team represents a major success story for the region – with the new partnership set to support players as they take to the field in the upcoming campaign.
The deal will see the ‘We Love Cake’ logo appear on both shoulder patches of the team’s new playing kit, which will debut when the season kicks off this spring.
Produced at Bells of Lazonby’s dedicated free-from bakery on the edge of the Lake District, We Love Cake products are gluten, wheat and milk free – offering inclusive sweet treats for those with allergies, intolerances, or simply seeking more balanced choices.
The We Love Cake journey began in 2002 when second-generation family business owner Michael Bell attempted to live as a coeliac for a week. Unsatisfied with the options available, he set out to create a dedicated gluten, wheat and milk-free bakery.
After years of product development, the brand officially launched in 2012 and has since grown into a leading free-from bakery range across UK foodservice and retail.
We Love Cake products are registered with Coeliac UK and are suitable for those with coeliac disease.
Josh Boydell-Smith, head of marketing at Bells of Lazonby, said: “Supporting Barrow Raiders’ WSL team is something we’re incredibly proud to do. As a Cumbrian business with community at its heart, it’s important for us to back organisations that share those same values.
“We’re excited to support a team competing at the very highest level of the sport, and to play a small part in backing women thriving in rugby league.
“At We Love Cake, we’re all about balance, enjoying great food while living an active lifestyle. Sport and cake might sound like an unlikely pairing, but we firmly believe a little of what you love does you good.
“That message resonates with so many people today, particularly those navigating dietary requirements who still want great-tasting options.”
The partnership also carries a personal connection for the brand.
Boydell-Smith added: “As someone local to Barrow, I’ve always had a huge amount of pride in the Raiders and what the club means to the community. To support the women’s Super League team through We Love Cake makes this particularly special.
“It’s fantastic to get behind a team that is growing and so community-focused. That ethos mirrors exactly what we stand for at Bells of Lazonby – building something positive locally and supporting people who are passionate about what they do.”
The new kit was officially revealed at a launch event held in Barrow Raiders’ MKM Marquee on Friday 13 March, where players, supporters and sponsors gathered to mark the start of the new campaign.
Barrow Ladies head coach Amanda Wilkinson said: “Support from local businesses is vital for the continued growth of women’s rugby league, particularly at Super League level, so we’re delighted to have We Love Cake and Bells of Lazonby backing the team this season.
“It’s brilliant to be supported by a well-loved Cumbrian brand that shares our passion for community and for creating opportunities for women in elite sport.
“Competing in the Super League is a huge achievement for the club, and partnerships like this play an important role in helping us continue to grow both on and off the pitch.
“We can’t wait to debut the new kit and kick off the season with their support behind us.”
Barrow Raiders’ WSL Team will begin their competitive campaign with a cup fixture away at York Valkyrie in April. The first game in the new kits will be this coming Sunday, March 22, away at St Helens in a pre-season friendly.
With momentum continuing to build around the team, the partnership highlights the power of local businesses backing local talent – bringing together elite sport, community pride and Cumbrian spirit ahead of the new season.
Want to be in with a chance of winning our £25,000 jackpot? Join the Raiders Lottery!
