SPONSORSHIP NEWS
Want to stay up to date on the latest press releases and news about sponsorships in the women's sports industry? Scroll below to view all women's sports sponsorship news.-
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...
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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
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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
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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...
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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
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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...
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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
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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...
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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...
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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...
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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....
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July 21, 2025
Sephora steps up to the plate as exclusive beauty partner of AUSL
Athletes Unlimited Softball League (AUSL) and Sephora are teaming up to redefine what beauty looks like in women’s sports. Today, the leading prestige beauty retailer was announced as the Exclusive Beauty Partner of AUSL and the presenting sponsor of the upcoming AUSL Championship series – marking a bold new alliance...
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July 19, 2025
TOGETHXR and Dear Media Team Up to Launch ‘Unsupervised’ with Sydney Colson and Theresa Plaisance
TOGETHXR is joining forces with Dear Media to enhance women's sports coverage with a new podcast series called "Unsupervised," hosted by NBA players Sydney Colson and Theresa Plaisance. The first episode will be available on July 24, marking a significant commitment to showcasing women's narratives in sports culture. The podcast...
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July 2, 2025
Dick’s Sporting Goods and the WNBA Renew Multiyear Partnership
Dick’s Sporting Goods and the Women’s National Basketball Association (WNBA) have extended their multi-year partnership, which initially began in the Fall of 2021. Through their renewed agreement, Dick’s Sporting Goods will continue as the “Official Sporting Goods Retailer” and an “Official Marketing Partner” of the WNBA through the 2028 season....
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June 18, 2025
WNBA Star Angel Reese and Cash App Transform Chicago With New Basketball Court for Female Athletes
Following their powerful partnership in 2024 to champion the future of fandom in women's sports, Cash App and WNBA All-Star Angel Reese have teamed up again, this time to make a lasting impact in Chicago. STOCK TITAN
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June 17, 2025
Allyson Felix: Beauty Brands Are Dropping the Ball on Women’s Sports
Women’s sports are undeniably on the rise. But according to Olympic track and field athlete and entrepreneur Allyson Felix, women’s sports marketing is still virtually nonexistent. ADWEEK
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June 13, 2025
Gatorade Shifts Gears Into Women’s Racing With F1 Academy Deal
Gatorade has inked a multi-year deal with F1 Academy, becoming the first official sports drink partner of the all-female racing series. The partnership comes as F1 Academy experiences a surge in global visibility, fueled by the release of the Netflix documentary “F1: The Academy.” Starting in 2026, Gatorade will provide personalized...
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June 9, 2025
44 years and counting: Inside Canada’s longest-running women’s sports sponsorship
Curling Canada and Kruger Products have been in partnership together for more than four decades, helping to elevate the iconic Scotties Tournament of Hearts to new heights. SportsPro
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May 29, 2025
Pinterest partners with 2024 WNBA Champion New York Liberty to inspire fans and celebrate women’s sports
For the first time, Pinterest is stepping into the sports arena as an official partner of 2024 WNBA Champion, New York Liberty. Together, the Liberty and Pinterest will inspire fans and celebrate women’s sports through exclusive content. Pinterest newsroom
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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...
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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
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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
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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
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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
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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
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