SPONSORSHIP NEWS

May 16, 2025

U.S. Professional Softball Players Are Flocking to Japan to Get Paid

The U.S. and Japan are currently No. 1 and No. 2, respectively, in the women’s softball world ranking, which was last updated in July. But in the business of softball, there may be nowhere more lucrative to play than Japan’s Diamond League. That’s why former Oklahoma softball star Kelly Maxwell...

May 16, 2025

She’s a folk hero in our sport’: How NiJaree Canady became college softball’s first million-dollar player

Last July, pitcher NiJaree Canady shook college sports when she announced her transfer to Texas Tech and landed the richest softball NIL deal ever. ESPN

May 14, 2025

5 beauty brands with big-time partnerships in women’s sports

From Fenty to Glossier, beauty brands are aligning with women’s sports, redefining sports partnerships in 2025. These collaborations not only enhance brand visibility to a shiny, new audience, but also underscore a commitment to empowering women in sports. Tatler

May 14, 2025

Gainbridge® Expands Impact with Grants for Girls and Women in Sports and Education in Partnership with Parity and Women’s Sports Foundation®

May 14, 2025 /SPORTSWIRE WOMEN/ - For the second consecutive year, Gainbridge®, a Group 1001 company, is joining forces with Parity, the premier platform for professional women athlete partnerships, and the Women’s Sports Foundation® (WSF) for a grant program that supports girls and women through sports and education. As part...

May 13, 2025

Milk Announces Official Partners of Every Woman’s Marathon 2025

Washington, D.C. (May 13, 2025) /SPORTSWIRE WOMEN/ - The largest U.S. marathon designed entirely for women, by women, just got even more powerful. Every Woman’s Marathon presented by Team Milk, announced today its 2025 lineup of official premier partners. Powered by Milk, the original performance beverage, this year’s event brings...

May 13, 2025

Booking.com signs joint NBA, WNBA sponsorship

Booking.com made its first entry in US women's sport through a multi-year joint sponsorship with the Women’s National Basketball Association (WNBA) and NBA. SportBusiness

May 12, 2025

How Unrivaled built brand partnerships that are more than logo slaps

For marketers looking to take advantage of the increased attention and investment in women’s sports, Unrivaled represented a rare white-space opportunity to get in on the ground floor. MARKETING DIVE

May 12, 2025

Amazon ‘virtually sells out’ NASCAR, women’s sports inventory ahead of upfront

The momentum of women’s sports as an asset class is real, and WNBA teams in particular may be the next big moneymaker, according to Kai Cunningham, a former Goldman Sachs banker who created his own venture capital firm to work with athletes before turning 30. FRONT OFFICE SPORTS

May 6, 2025

Unrivaled Sports Gets $120M From Dick’s for Youth Buildout

Youth sports platform Unrivaled Sports has received a $120 million investment led by Dick’s Sporting Goods and featuring participation from Miller Sports + Entertainment, Dynasty Equity, LionTree and The Chernin Group. Sportico

May 1, 2025

Mizuho Americas Announces Five-Year Renewal Agreement With

Mizuho Americas, the New York-headquartered arm of Mizuho Financial Group, announced  that it has renewed its title sponsor agreement for the Mizuho Americas Open through 2030 and will raise the 2026 purse to $3.25 million, one of the largest outside of the Major championships. The tournament will maintain its successful...

April 28, 2025

The espnW Summit NYC Lets Sponsors Eli Lilly and Rhone Join the Game

Hosted by journalist, radio host, and ESPN personality Sarah Spain, espnW Summit NYC kicks off with a keynote discussion between Olympic gold medalist, world champion, and best-selling author Jordan Chiles and SportsCenter anchor Elle Duncan. ADWEEK

April 25, 2025

Lululemon Teams With the Professional Women’s Hockey League for Apparel Collection

Lululemon continues to expand its roster of partnerships in sports with its latest collaboration. The athletic apparel company debuts the inaugural collaboration with the Professional Women's Hockey League on Saturday, spotlighting new teams with fan-favorite Lululemon designs. MSN

April 23, 2025

CARMAX, GOTHAM FC EXTEND MISSION-DRIVEN PARTNERSHIP

Gotham FC has renewed its multi-year partnership with CarMax, ensuring the company remains the front-of-kit sponsor for the club. Ministry of Sport

April 22, 2025

Exclusive: Tampon brand Sequel signs sponsorship deal with D.C. United’s Audi Field

Audi Field in Washington, D.C. hosts 20,000 fans for D.C. United men's soccer matches, the new USL Super League women's soccer club D.C. Power FC, and Washington Spirit National Women's Soccer League matches, plus concerts and events. AOL

April 22, 2025

United Soccer League and Gainbridge® Announce Historic Naming Rights Partnership of USL Super League

The United Soccer League (USL) and Gainbridge®, a Group 1001 company, today announced a historic, long-term partnership, making Gainbridge® the first-ever entitlement partner of a professional soccer league in the United States. USL

April 10, 2025

Sephora continues women’s basketball push with Golden State Valkyries deal

Beauty retailer Sephora has struck another deal in women’s basketball by becoming a founding partner of the Golden State Valkyries. Agreement includes naming rights to team’s 31,800-square-foot Oakland training facility, which will be known as the Sephora Performance Center. SP

April 7, 2025

Cosmetic brands capitalizing on the expansion of women’s sports

Sports wield an influence that transcends the game, particularly in women’s sports, where the values of empowerment align closely with those espoused by cosmetic brands. Sportcal

April 3, 2025

Reebok Basketball Signs WNBA Dallas Wings Star DiJonai Carrington

Reebok Basketball has signed DiJonai Carrington, a guard for the WNBA‘s Dallas Wings, to its ambassador roster. She will compete wearing the Engine A, Reebok’s new performance basketball shoe. Footwear News

April 2, 2025

Superfeet Named Insole Supplier of the Professional Women’s Hockey League

FERNDALE, Wash. (April 2, 2025) /SPORTSWIRE WOMEN/ — Superfeet, the global leader in performance insoles, is proud to announce it is an official supplier of the Professional Women’s Hockey League (PWHL). As an official insole supplier to the league, Superfeet will equip elite ice hockey athletes with its state-of-the-art Hockey...

April 1, 2025

BMW Confirms Sponsorship Renewal with KPMG Women’s Irish Open

BMW Group Ireland have announced a continued partnership with the KPMG Women’s Irish Open. The company has signed a new two-year agreement as ‘Official Car Partner’ and Premium Sponsor, building on its 2024 inaugural partnership with Tournament partners Forefront Sports. Sport For Business

March 31, 2025

Former Pro Volleyball Player Gabrielle Reece On Becoming Vionic’s First-Ever Well-Being Ambassador: ‘Everyone Is An Athlete’

In 1994, professional beach volleyball player Gabrielle Reece became the first female athlete to design a shoe for Nike. More than 30 years later, the now-retired competitor will have her first namesake sneaker with Vionic as the newly minted well-being ambassador for the science-focused footwear brand, with a release set for Spring ’26. FN

March 31, 2025

Former Pro Volleyball Player Gabrielle Reece On Becoming Vionic’s First-Ever Well-Being Ambassador: ‘Everyone Is An Athlete’

In 1994, professional beach volleyball player Gabrielle Reece became the first female athlete to design a shoe for Nike. More than 30 years later, the now-retired competitor will have her first namesake sneaker with Vionic as the newly minted well-being ambassador. Footwear News

March 27, 2025

Sprouts Farmers Market Inks 8 New Women’s Sports Deals

As an extension of its PowHERed by Sprouts program, Sprouts Farmers Market has added eight new individual Name, Image and Likeness (NIL) deals with female college athletes to its roster. Progressive Grocer

March 25, 2025

Manchester City Women Announces Global Partnership With Hytro

March 25, 2025 /SPORTSWIRE WOMEN/ - Manchester City Women has today announced a new global partnership with leading Blood Flow Restriction (BFR) wearables company Hytro. The performance partnership will see the team utilise Hytro wearables and technology as part of its world-leading approach to athletic performance and recovery. Hytro is...

March 10, 2025

Sabrina Stanley Becomes First Pro-Trail Runner to Join OnlyFans Team

Boulder, Colorado /SPORTSWIRE WOMEN/ - In an exciting announcement that bridges the worlds of an elite athlete and digital media, professional trail runner Sabrina Stanley reveals her new partnership with OnlyFans—a leading subscription platform revolutionizing the way creators connect with their fans. Sabrina Stanley unveiling her new 2025 OnlyFans branded...