SPONSORSHIP NEWS

October 18, 2025

Boston Legacy FC announces first-ever major sponsorship, first front-of-kit partner

The Boston Legacy FC announced they teamed up with major retailer TJ Maxx for the club’s first front-of-kit partner. It marks the first major sponsorship for Boston Legacy FC, and the first time TJ Maxx has partnered for a front-of-kit sponsor for a women’s sports team. Aside from having branding on the kits,...

October 8, 2025

Why Olly chose the Golden State Valkyries for its first sports sponsorship

At the start of the WNBA season earlier this year, the Golden State Valkyries and the vitamin and supplement brand Olly were both new to the league. By the end of the regular season, both the team and one of its founding brand partners were breaking records. Halfway through the Valkyries’ inaugural...

October 8, 2025

Athlos NYC track meet hits grand slam with new payment sponsor

Heading into its second year, the women-only track meet Athlos has secured a major sponsor to ensure athletes get paid—fast. On Thursday, co-founder Alexis Ohanian announced that Cash App will be the official payments sponsor, promising what he calls “a faster future.” Last year’s payouts took three business days, which Ohanian says wasn’t good...

October 3, 2025

DoorDash Canada Debuts BRING IT IN, Boldly Unifying Women’s Sports Sponsorships

DoorDash Canada is now the official on-demand delivery platform partner of the Professional Women’s Hockey League (PWHL), joining its long-standing collaboration with the Women’s National Basketball Association (WNBA) and its founding partnership with the Northern Super League (NSL). The three trailblazing institutions anchor BRING IT IN: DoorDash Canada's boldest commitment...

October 3, 2025

The Big Ten and Allstate Unveil New Partnership to Elevate Women’s Sports

Allstate, the Big Ten Conference and Big Ten Network (BTN) today announced the creation of the Allstate Big Ten Women’s Championship Series, a new competition designed to spotlight and celebrate excellence in women’s athletics across the conference. The championship series is part of a first-of-its kind, multi-year partnership that establishes...

September 24, 2025

ICC Women’s World Cup 2025 sees sponsorship and ad rates surge by up to 50%

The International Cricket Council (ICC) is set for a record-breaking commercial run at the ICC Women’s Cricket World Cup 2025, with sponsorship and advertising rates climbing sharply as the tournament approaches. Sponsorship packages for the event have increased by up to 50 percent compared to the 2022 edition. Title sponsorship is priced between ₹20...

September 24, 2025

Olympic Track Athlete Colleen Quigley Joins Superfeet Team

FERNDALE, Wash. (September 24, 2025) /SPORTSWIRE WOMEN/ — Superfeet, the global leader in performance insoles, is expanding its growing athlete roster by adding Colleen Quigley. Known for her dedication to sport and community, Quigley embodies the holistic athlete ethos at the heart of Superfeet. Quigley – a 2016 Olympian in the...

September 22, 2025

Wisconsin lands title sponsor for women’s sports

UW Health has inked a deal to become the Univ. of Wisconsin women’s sports title sponsor, the only such partnership in NCAA athletics. The sports included in the sponsorship include volleyball, hockey, basketball, soccer, golf, track and field, cross country, softball, tennis, swimming and rowing. SPORTS BUSINESS JOURNAL

September 18, 2025

Business Is Booming for WNBA’s Top Beauty Pros

The WNBA is growing in visibility and influence. Alongside it, a new, specialized network of professional hairstylists, makeup artists, and nail techs is ensuring athletes feel like themselves—and look like the stars they increasingly are.  FRONT OFFICE SPORTS

September 16, 2025

Inside New Balance’s Proven Formula for Reimagining Sport for Women

New Balance executive Melissa Worth told the audience at the WWD x FN x Beauty Inc Women in Power event that "authenticity" is key to storytelling. Worth was interviewed by Footwear News executive editor Katie Abel on “Winning Her Trust: How New Balance Reimagined Sport for the Female Consumer” at the Women in...

September 16, 2025

VERSANT Inks Deal for League One Volleyball as Women’s Sports Rights Slate Grows

VERSANT, the soon-to-be NBCUniversal spinoff, continues to build out its roster of women’s sports media rights with the a new multi-year deal for League One Volleyball (LOVB). The premier women’s professional volleyball league in the U.S. will be carried in primetime on USA Network starting January 2026. SPORTS VIDEO GROUP

September 16, 2025

Norrøna Welcomes New North American Ambassadors as TGR Film Tour Begins

OSLO (September 16, 2025) /SPORTSWIRE WOMEN/ — Norrøna, the Norwegian outdoor brand regarded for its sustainably built, premium outerwear, is expanding its talented roster of brand ambassadors with the addition of Maggie Voisin, McRae Williams and Teal Harle. Together, they bring Olympic experience, X Games medals and a deep passion...

September 15, 2025

e.l.f. Cosmetics, the National Women’s Soccer League and INDIVISA Launch Nationwide Search for the Next Young Soccer Star

e.l.f. Cosmetics, a brand from e.l.f. Beauty announced the launch of a nationwide search to discover the next generation of soccer stars, in partnership with the National Women’s Soccer League (NWSL) and INDIVISA. This competition kicks off with an inclusive invitation to athletes across the country to showcase their best...

September 15, 2025

Adidas joins as Official Clothing Partner for the 2025 Billie Jean King Cup by Gainbridge Finals in Shenzhen

The Billie Jean King Cup by Gainbridge today welcomes adidas as an official partner for the 2025 Finals, taking place in Shenzhen from September 16–21, and will provide branded apparel for ball kids, match officials, and event staff throughout the tournament. BILLIE JEAN KING Cup

September 10, 2025

Professional Trail Runner, Jennifer Lichter, Joins Tailwind Nutrition Athlete Team

Durango, CO (September 10, 2025) /SPORTSWIRE WOMEN/ — Tailwind Nutrition, the leading provider of simple and complete nutrition products, today welcomes professional trail runner, Jennifer Lichter, to its roster of elite athletes. Winner and new course record holder of both the 2025 Broken Arrow Skyrace 46k ultramarathon and Speedgoat 50k,...

September 4, 2025

Gainbridge®, Parity, and the Women’s Sports Foundation® Award $222,000 in Grants to 32 Organizations and Athletes Through Third Annual Gainbridge® Assists

Zionsville, Ind. (Sept. 4, 2025) / SPORTSWIRE WOMEN / - Gainbridge®, Parity, and the Women’s Sports Foundation® (WSF) today announced the 2025 recipients of the Gainbridge® Assists Powered by Parity grant program, awarding $222,000 in funding to 32 deserving organizations and athletes across 21 states. These grants aim to level...

September 4, 2025

OOFOS Teams Up with Her Campus Media in a Groundbreaking Initiative for College Athletes

Braintree, MA (September 4, 2025) /SPORTSWIRE WOMEN/ – OOFOS, the global leader in Active Recovery footwear, has teamed up with Her Campus Media (HCM), the top media and marketing ecosystem for college women, for an exciting new partnership centered around the Her Campus Athletic Club. This groundbreaking initiative is set to...

August 25, 2025

Rihanna’s multibillion-dollar brand invested in the WNBA — and it’s just the start

In May, Rihanna’s multibillion-dollar brand inked its first beauty and skin sports contract with the WNBA’s reigning champions. “There’s not one monolithic view of what a female athlete looks like and there’s not one monolithic view of what beauty and beautiful looks like,” Sukiana Chancy, vice president of brand strategy...

August 21, 2025

Women’s WorldTour team to ‘cease operations’ at the end of the season after sponsor search struggle

The Ceratizit Pro Cycling Women's WorldTour team is to close at the end of the year, it announced on Tuesday. The German-registered outfit, which has existed for 11 seasons, in a message on its website, its manager Claude Sun said that a challenging economic climate had made it impossible to go...

August 21, 2025

Global Partnerships at the Women’s Rugby World Cup 2025

The Women’s Rugby World Cup 2025 promises to be the biggest staging yet of the sport’s premier event. Kicking off in England this Friday night, it will stretch across six weeks, showcase 16 national teams, and, crucially, be underpinned by a commercial roster that signals the sport’s growing clout on...

August 20, 2025

New Parity Report Reveals Women’s Soccer Fans Are the Most Loyal, Trusting—and Ready to Spend

August 20, 2025, NEW YORK, NY SPORTSWIRE WOMEN/ - As momentum builds around women’s soccer in the U.S., new research from Parity reveals what every marketer should know: women’s soccer fans are among the most valuable audiences in sports—driven by unmatched brand loyalty, deep trust in athletes, and a strong...

August 13, 2025

NWSL teams hit $75 million in sponsorship revenue in a dozen seasons: report

The National Women’s Soccer League is just 13 years old, but it’s already hit $75 million in team sponsorship revenue as of 2024, almost as much as the WNBA’s team revenue of $76 million 27 seasons in, according to a new report from sports and entertainment sponsorship intelligence platform SponsorUnited....

August 1, 2025

Laura Muir Joins MOVE Pre-Workout in Endurance Partnership Ahead of 2025 World Championships

Edinburgh, UK (August 1, 2025) /SPORTSWIRE WOMEN/ - MOVE Pre-Workout, the premium Scottish supplement brand known for its science-backed performance formulas, is proud to announce a new partnership with Laura Muir, one of Scotland’s most decorated athletes and a key figure in British endurance running. The collaboration sees Muir officially join...

July 29, 2025

Feisty Media launches new women’s sports podcast

July 29, 2025 /SPORTSWIRE WOMEN/ - Feisty Media announces the launch of a brand new women’s sports podcast, The Feist — covering the untold stories of your favorite sports with a fresh, feisty take. From the Olympics to March Madness to the Tour de France Femmes, women’s sports are setting viewership...

July 28, 2025

Kari Traa Signs Olympic Freeski and Snowboard Athletes Megan Oldham and Zoe Kalapos Ahead of 2026 Winter Games

DENVER, Colo. (July 28, 2025) /SPORTSWIRE WOMEN/ – Kari Traa, the leading women’s sportswear brand founded by Olympic freestyle skier Kari Traa, proudly announces the signing of Canadian Olympic freeski champion Megan Oldham and U.S. Olympic snowboarder Zoe Kalapos as official brand athletes. Oldham, a Canadian X Games gold medalist...