SPONSORSHIP NEWS

April 26, 2026

Trek spent over $300,000 closing women’s cycling’s prize-money gap. The CEO wants that gap to change

Trek Bicycle spent about $308,000 from 2021 to 2025 matching prize money for women cyclists at races where payouts lagged behind men's equivalents, like the 2021 Paris-Roubaix Femmes. CEO John Burke views this as core to the company's purpose of making a difference, inspired by his CFO's 2017 account of...

April 22, 2026

Molly Seidel signs with Satisfy

In her first major apparel partnership since her contract with Puma ended in December 2024, Olympic marathoner-turned-trail star Molly Seidel has signed with Paris-based running brand Satisfy. Seidel, best known for her career on the road, including an Olympic marathon bronze in Tokyo in 2021, has spent the early part of 2026...

April 15, 2026

NWSL Moves to Restrict Which Brands Players Can Wear on the Field

The NWSL is working on a program for league-wide cleat and goalkeeper glove “exposure agreements” that would force players with non-partner sponsorship deals to cover up those brands’ logos during matches and pay fines if they don’t. The policy could bring in at least $320,000 in “retail value” annually from...

April 10, 2026

Suunto Partners With Tracksmith Stamata Women’s Marathon Team

SAN FRANCISCO, CA (April 10, 2026) /SPORTSWIRE WOMEN/ – Suunto, a global leader in performance sports wearables, is proud to share a new partnership with Tracksmith Stamata in 2026. Tracksmith Stamata is a women’s marathon team led by 8-time Olympic Trials qualifier Stephanie Bruce, working towards their dreams of qualifying...

April 7, 2026

Clarifying the record about Ultrarunner Camille Herron, Wikipedia, and lululemon

Tucson, Arizona (April 7, 2026) /SPORTSWIRE WOMEN/– Borderland Trailrunning has released a formal clarification addressing comments made in a previous podcast episode from September 2024 with journalist Marley Dickinson regarding ultrarunner Camille Herron, providing additional context to ensure an accurate understanding of the facts. The statement is being republished to...

April 6, 2026

Travel + Leisure Co. Announces Sponsorship of Rising Swimming Star Rylee Erisman

Travel + Leisure Co., a leading leisure travel company, announced a new sponsorship agreement with USA National Team swimmer and World Junior Champion Rylee Erisman. The partnership reflects Travel + Leisure Co.’s continued investment in emerging talent and its focus on aligning with individuals who demonstrate dedication, resilience, and a...

April 6, 2026

Audacy Announces Two New Women’s Sports Partnerships in Portland

Audacy is expanding its presence in women’s sports with a new multi-team partnership in the Pacific Northwest. The company announced it will serve as the official radio home for both the Portland Fire and the Portland Thorns. The agreement marks the first time both teams will have consistent radio broadcasts in the market....

March 31, 2026

Geico plans to stake its claim in women’s sports, starting with March Madness

Geico launched a docuseries campaign called Miles that Matter to highlight women's sports during March Madness, featuring UConn's Azzi Fudd, Michigan's Trey McKenney, and WNBA star Napheesa Collier. The series emphasizes family support during life transitions, like car rides to practices, to differentiate Geico from other insurers in the crowded sports marketing...

March 26, 2026

Still at the Top: Michellie Jones Joins Van Rysel & Kiprun Ahead of Oceanside 70.3

OCEANSIDE, CA (March 26, 2026) /SPORTSWIRE WOMEN/ — Olympic silver medalist, Ironman World Champion, and one of the most decorated athletes in triathlon history, Michellie Jones has joined Van Rysel (cycling) and KIPRUN (running) as an Elite Athlete Ambassador, with the partnership launching at Ironman 70.3 Oceanside. Ironman Hall of Famer...

March 24, 2026

American marathoner says brand dropped her because she’s pregnant

For the first time in four years, American marathonerEmma Bates will not run the Boston Marathon. The 33-year-old, who has twice finished as the top American woman in the field, is stepping away from racing to start a family. But according to Bates, that decision has already cost her a sponsorship....

March 13, 2026

Just Women’s Sports Partners With Under Armour To Spotlight USA Flag Football Star Isabella Geraci

Just Women's Sports (JWS), the leading multimedia platform dedicated exclusively to women's sports, teamed up with Under Armour to spotlight USA Football standout and Under Armour athlete Isabella Geraci. The video profile follows Geraci's journey from falling in love with football to earning a spot as a wide receiver for...

March 10, 2026

All Women’s Sports Network and Disc Golf Pro Tour Announce New, Multi-Year Distribution Partnership

The Disc Golf Pro Tour (DGPT) is pleased to announce the finalization of a multi-year extension of its partnership with the All Women’s Sports Network (AWSN) to increase global television distribution of the league’s Women’s Pro Open (FPO) field over the course of its 2026 and 2027 seasons. AWSN is the world’s...

March 10, 2026

Fever Expands into Women’s Sports as Front of Shirt Sponsor and Strategic Partner for FC Badalona Women

Fever, the global live entertainment platform, today announced a strategic partnership with Mercury13, the multi-club ownership group dedicated exclusively to women´s football. The announcement comes as Mercury13 acquires FC Badalona Women, the group's first expansion into the Spanish football market. Fever will become the club's front of shirt sponsor, marking...

March 9, 2026

Women’s soccer sponsorship up 53% since 2022/23

Ampere noted that teams with the biggest fan growth had the most significant commercial momentum, noting that Arsenal, Chelsea and Barcelona ranked among the top 15 per cent of European clubs for growth in sponsorship deals. Fan growth was attributed to help the trio sign new partners like Uber, Starling and Ticketmaster this...

March 9, 2026

Sport Ireland renews sponsorship of the KPMG Women’s Irish Open

On Women in Sport Week, Sport Ireland has announced the renewal of its sponsorship of the KPMG Women’s Irish Open, reaffirming its commitment to supporting the continued growth of women’s sport and world-class sporting events in Ireland. The 2026 event will take place from August 27 – 30 2026 on...

February 24, 2026

Emma Raducanu quits Nike for new clothing sponsor

Emma Raducanu has left Nike and signed with a new clothing sponsor as Uniqlo announced they had brought the tennis star on board. The British No 1 has worn Nike since she was a teenager and signed an extension with the sportswear giant after winning the US Open in 2021. But the 23-year-old has now...

February 23, 2026

Emma Raducanu quits Nike for new clothing sponsor

Emma Raducanu has left Nike and signed with a new clothing sponsor as Uniqlo announced they had brought the tennis star on board. The British No 1 has worn Nike since she was a teenager and signed an extension with the sportswear giant after winning the US Open in 2021. But the 23-year-old has now...

February 23, 2026

Kari Traa Named Title Sponsor of TWELVE, a New Women-Led Ski Film Celebrating Friendship, Commitment, and Chasing Snow Year-Round

BOULDER, Colo. (February 23, 2025) /SPORTSWIRE WOMEN/ – Kari Traa, the women-founded Norwegian performance apparel brand built for women, by women, is proud to announce its role as title sponsor of TWELVE, an upcoming ski film that follows two best friends on a year long commitment to ski together every...

February 4, 2026

DNA Vibe Named Parity’s Official Community Transformation Partner; Expands SHINE Partnership for Women Athletes Nationwide

CENTENNIAL, Colo., (February 4, 2026) /SPORTSWIRE WOMEN/ — DNA Vibe, the regenerative technology company behind SHINE, a purpose-driven movement created to unlock human potential and revitalize communities, today announced an expanded strategic partnership with Parity, the premier platform for professional women athlete partnerships. The enhanced collaboration amplifies SHINE’s mission to...

February 3, 2026

Women’s sports win before the Games begin: new study by Parity and SurveyMonkey reveals growing fan demand for women’s Winter Olympic sports and greater gender equity at the Games

February 3, 2026 /SPORTSWIRE WOMEN/ — Parity, the leading platform for professional women athlete partnerships, and SurveyMonkey, the world’s most popular platform for surveys and forms, today released new international research showing that women’s sports are entering the 2026 Winter Olympics with increasing fan momentum, matching or surpassing men’s events in...

January 30, 2026

Why can’t Premiership Women’s Rugby get a title sponsor?

Premiership Women's Rugby executive chair Genevieve Shore says she is "very disappointed" the league remains unable to secure a title sponsor. England won a home World Cup in front of 81,885 spectators at Twickenham in September and the league has enjoyed a boost in attendances and TV viewers since then....

January 5, 2026

Unrivaled Names Thorne as Official Sports Nutrition Partner

Unrivaled presented by Samsung Galaxy announced a multiyear partnership with Thorne, a leader in science-backed health and wellness solutions for athletes, in a move that makes Thorne both the Official Sports Nutrition partner of the league and the jersey patch partner of Breeze BC. It marks Thorne's first official women's...

December 30, 2025

CCB Kenetik p/b Levine Law Group Announces 2026 Roster, New Co-Title Sponsor, and Expanded International Goals

BOSTON, Mass. (December 30, 2025) /SPORTSWIRE WOMEN/- CCB Kenetik p/b Levine Law Group Elite Women’s Cycling Team is proud to announce its 2026 roster, a major new co-title sponsorship, and the addition of one of the most decorated American cyclists in history to its leadership ranks. Building on more than...

December 18, 2025

Lincoln Financial Serves as First-Ever Game Break Sponsor for Women’s Sports Desk on FOX Sports’ Women’s College Hoops Coverage

Lincoln Financial announced a first-of-its-kind agreement with FOX Sports, becoming the inaugural Game Break sponsor for the Women’s Sports Desk featured in the network’s live women’s college basketball coverage. The multi-year sponsorship reflects Lincoln’s commitment to amplifying visibility for women’s athletics and championing financial confidence and empowerment through broader audience...

December 15, 2025

Unrivaled Names Thorne as Official Sports Nutrition Partner

Unrivaled presented by Samsung Galaxy today announced a multiyear partnership with Thorne, a leader in science-backed health and wellness solutions for athletes, in a move that makes Thorne both the Official Sports Nutrition partner of the league and the jersey patch partner of Breeze BC. It marks Thorne's first official...