SPONSORSHIP NEWS

December 3, 2025

Women’s sports sponsorship in India growing 50% faster than men’s: Report

Women’s sports in India are emerging as a fast-growing commercial and cultural category, according to a new year-end report by LS Digital. Titled 'The Rise of Women's Sports Marketing in India,' the study examines how India’s Women’s Cricket World Cup victory and broader institutional reforms are reshaping fandom, digital consumption,...

November 25, 2025

Kailas FUGA’s Budha Sisters take Ultra-Trail Cape Town by Storm

Cape Town, South Africa (November 25, 2025 ) /SPORTSWIRE WOMEN/ - Kailas FUGA athletes Sunmaya Budha blazed to victory winning the RMB Ultra-Trail Cape Town (UTCT) Women’s 100k while her sister Ran Maya Budha took third place in the women’s 50k. This wraps up a year which has seen the pair...

November 20, 2025

Gatorade® aims to accelerate women’s sports through partnership with F1 ACADEMY™ rookie driver, Lisa Billard

Gatorade® today announces its sponsorship of F1 ACADEMY™ rookie driver Lisa Billard, marking its mission to make performance support accessible. Lisa Billard, viewed as one of the sport’s new rising talents, has shown impressive potential at just 16 years of age. She became the Women’s Champion at the 2025 French...

November 18, 2025

lululemon Unveils Athlete Kit for Milano Cortina 2026 Olympic and Paralympic Winter Games in Partnership with the Canadian Olympic Committee and Canadian Paralympic Committee

Today, lululemon (NASDAQ:LULU), in partnership with the Canadian Olympic Committee (COC) and Canadian Paralympic Committee (CPC), revealed its new athlete kit for Team Canada ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games. This marks lululemon’s third Games as Official Outfitter of Team Canada in a multi-year partnership...

November 12, 2025

Saucony® Renews Contract with Marathon Standout Julia Paternain

Renewed a multi-year partnership with elite marathoner Julia Paternain on Nov 12, 2025, extending a relationship first announced in March 2025. The agreement continues Saucony's support for Paternain's training, competition, brand storytelling, and community initiatives. STOCK TITAN

November 12, 2025

Kailas FUGA Women Dominate on China’s Toughest Trails

Guangzhou, China – 12 November 2025 /SPORTSWIRE WOMEN/ - Kailas FUGA, one of the leading trail running brands, celebrated podium wins by its elite women and FUGA Mountain Club (FMC) with leading performances in the 105k at 2025 Tsaigu Trail and 100k Kailas FUGA Ultra-Tour Mount Siguniang (UTMS) in China. HAU...

November 10, 2025

Wiley X Support A Girl & A Gun’s “Back The Women In Blue” Event

Frisco, TX (November 10, 2025) / SPORTSWIRE WOMEN/ - Wiley X, a global leader in protective eyewear, was proud to support female law enforcement officers through its sponsorship of the Back The Women In Blue event, hosted by the A Girl & A Gun Women’s Shooting League. This exclusive training...

November 6, 2025

Women’s boxing champ Claressa Shields signs $8 million promotional deal, plans ring return in 2026

Claressa Shields signed a multi-fight deal Thursday that will pay her a minimum of $8 million, and the undisputed women's heavyweight boxing champion plans to return to the ring in early 2026.  Times Union

November 3, 2025

Study: Women’s sports driving record NIL growth as rev-share era begins

Through the first years of the NIL era, women’s sports thrived. With the revenue-sharing era in its early stages, that trend is primed to continue, according to a new report from Opendorse. Women’s sports are on track to drive record NIL growth, the study showed. Rev-share is also part of the equation as schools continue...

October 29, 2025

Support Every Game: New Initiative Tackles Hidden Barrier Keeping Girls Out of Sports

[Roswell, GA] October 29, 2025] /SPORTSWIRE WOMEN/ - The RCX Sports Foundation and NFL FLAG, as part of the Females in Flag initiative, today announced the launch of the Support Every Game campaign, with support from Gillette Venus and Head & Shoulders. Starting today, the campaign aims to address one...

October 23, 2025

Zwift extends title sponsorship of Tour de France Femmes until 2029

The Tour de France Femmes avec Zwift will retain its full title for at least another four years after Zwift and race organiser ASO confirmed the extension of their partnership through to 2029. The announcement came alongside the unveiling of the 2026 race route in Paris, underlining Zwift’s ongoing commitment to promoting women’s cycling at the highest...

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