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.-
October 24, 2023
Olivia Dunne’s Livvy Fund makes partnership with Accelerator Active Energy to deliver NIL deals for teammates
LSU gymnast and social media star Olivia Dunne’s "Livvy Fund" and Accelerator Active Energy announced a partnership on Tuesday that will deliver a first-of-its-kind NIL deal to several of her gymnast teammates. Accelerator Active Energy is the first brand to do NIL deals through the Livvy Fund, which will make eight different...
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October 17, 2023
Why Reebok Signing Women’s College Basketball Star Angel Reese Is a Major Statement for the Brand
During his college days, Shaquille O’Neal was a force on the court at LSU. For his first athlete signing as president of Reebok Basketball, he recruited a baller who is currently dominating at his alma mater. Today, Reebok announced that it has signed LSU women’s basketball star Angel Reese. This...
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October 12, 2023
KPMG extends with Women’s PGA through ’28
KPMG has made another major investment in women’s golf, extending its deal to title sponsor the KPMG Women’s PGA Championship through 2028. KPMG has been the title sponsor of the women’s major since the 2015 tournament. The deal was previously extended in 2017 and ran through this past summer’s event....
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October 6, 2023
NWSL Strikes 4-Year Media Deals With ESPN, Amazon, CBS and Scripps
The NWSL has reached agreements on its next round of media deals, divvying up league rights between ESPN, CBS, Amazon and Scripps. The deals run for four years, allowing the league to hit the market again directly after the 2027 World Cup. The league is emphasizing reach with its media deals. Spread between multiple linear and streaming...
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September 18, 2023
The story behind New Balance’s ‘Call Me Champion’ campaign for Coco Gauff
Last year, Gauff extended her New Balance contract after becoming the only active player in pro women’s tennis with a signature sneaker. And, at this year’s US Open, she laced up her shoe, the New Balance CG1, en route to winning her first career Grand Slam title. To celebrate the...
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September 6, 2023
UConn star Paige Bueckers signs multiyear deal with Nike
UConn women's basketball guard Paige Bueckers has signed a deal with Nike, the company announced Wednesday. "I am blessed and honored to announce my partnership with Nike," Bueckers said in a statement. "Joining the Nike family is a childhood dream come true. I can't wait to see what we accomplish...
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September 1, 2023
Spain’s Kissing Scandal Comes for Soccer’s Sponsors
Luis Rubiales, the president of the Spanish football federation who forcibly kissed star forward Jenni Hermoso on the lips after the Women’s World Cup final, has a multiplying list of enemies. If world soccer’s governing body, Spanish prosecutors, the government, the coaches, the players, their union or his own federation’s...
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August 17, 2023
Tennis World Champion Iga Swiatek Joins Team Visa as Newest Global Brand Ambassador
Visa has signed tennis champion Iga Swiatek to its roster of Team Visa athletes from around the globe, preparing to compete at The Olympic & Paralympic Games Paris 2024. In 2020, at the impressive age of 19, Swiatek made history as the first-ever Polish tennis player to win a Grand...
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August 17, 2023
After the Women’s World Cup, what’s next for brands in women’s sports?
The US women’s national soccer team might have missed its shot at a three-peat—aka winning three World Cups in a row—but that doesn’t mean momentum around women’s sports is slowing down. This summer’s Women’s World Cup not only had fans and brands around the world hyped about women’s soccer, but...
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August 14, 2023
New Balance Inks Stanford’s Brink As First Women’s Hoops Ambassador
Stanford basketball star Cameron Brink has signed with New Balance, becoming the first women’s basketball player to join the shoe and apparel company. Brink, a senior who averaged 15.1 points per game last season, will appear in ad campaigns for New Balance. FOS
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August 3, 2023
Nike is the brand with the most Women’s World Cup endorsements: report
A report from sports and entertainment intelligence platform SponsorUnited examined which Women’s World Cup players see the most brand love, based on an analysis of about 230 brands, 120 athletes, and 900 social posts between July 1 of last year and this year. Marketing Brew
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July 31, 2023
Adidas Signs Premier League-Record $1.15 Billion Manchester United Sponsorship With Increased Focus On Women’s Team
Manchester United will extend its jersey sponsorship with Adidas for another decade in a $1.15 billion deal, the club announced Monday—which is the largest shirt supplier deal in English Premier League history. FORBES
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July 26, 2023
Frito-Lay Extends Sports Access for 50,000 Girls Nationwide
Frito-Lay North America (Frito-Lay), a North American Tournament Supporter and the Official USA Snack of the FIFA Women's World Cup Australia & New Zealand 2023™, today announced it is expanding its "All-In with Frito-Lay" initiative through a $400,000 contribution to the Women's Sports Foundation (WSF), a national non-profit that expands access and opportunities for girls and...
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July 19, 2023
Changing the Norm: Oiselle Signs Four Female Distance Runners of Color
Prior to the July 6-9 USA Track and Field Outdoor Championships in Eugene, Oregon, women's apparel brand Oiselle announced the signing of four new athletes to its Haute Volee team, which is made up of rising elite and professional athletes. Graves was signed to the team, along with fellow steeplechaser...
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July 11, 2023
Google Extends WNBA Changemakers Partnership Through 2025
Google is extending its marquee partnership with the league through 2025 as the popularity of women’s basketball continues to grow exponentially. The announcement comes just ahead of Saturday’s WNBA All-Star Game, in primetime for the first time. The tech giant, one of the first WNBA Changemakers—a partnership and sponsorship program...
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July 11, 2023
Without These Sponsors, the Tour de France Femmes May Never Have Happened
According to Zwift’s Director of Women’s Strategy Kate Veronneau, several high-ranking employees at the California-based company had been in talks with Tour de France organizer, Amaury Sport Organization, or ASO, when the pandemic struck. And so, the first Tour de France Femmes was born in 2020, albeit virtually. The race...
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July 6, 2023
Study: LPGA sponsors gain up to 400% return on their investment
Brands that sponsor the Ladies Professional Golf Association (LPGA) are found to have gained up to a 400 per cent return on their investment, according to a report from SponsorUnited. The LPGA Marketing Partnerships Report for 2022/23 produced by the sponsorship data and advertising services firm found that the number of...
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June 29, 2023
Mystics announce jersey patch sponsorship with CarMax
On Monday, the Washington Mystics announced that CarMax, a used auto retailing brand headquartered in Richmond, is their jersey patch sponsor for the 2023 and 2024 WNBA seasons. It builds on an existing partnership where CarMax is the official user auto retail provider for Monumental Sports & Entertainment. SB Nation
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June 28, 2023
Florida track and field star makes history with Nike
Parker Valby, the 2023 NCAA 5,000m champion from Florida, has signed a groundbreaking Name, Image, and Likeness (NIL) deal with Nike. With this agreement, Valby becomes the first female track and field athlete to secure am NIL deal with the renowned U.S. sportswear giant. Canadian Running
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June 19, 2023
Disney is pitching advertisers on a new framework for women’s sports sponsorships
Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more—and more intentionally—on women’s sports content. The initiative, called Level Up, asks brands to commit a certain amount of spend to women’s sports content via espnW across all the platforms where it has...
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June 14, 2023
Some college female athletes are delaying their pro careers. Thank NIL
The promising state of NIL in college women’s basketball has some athletes going as far as delaying their pro careers. That’s because in college, some athletes have the potential to earn more than they’d earn in the WNBA. North Jersey
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June 9, 2023
EF Pro Cycling Is Doubling Down, Announcing Their Own Women’s WorldTour Team
Despite all the recent strides in women’s cycling, last month was still a tough one for the pro women’s peloton. When Silicon Valley Bank declared bankruptcy, the ripples were felt even in the cycling world, where one of the longest running women’s teams—EF Education-Tibco-SVB—had to scramble to find another title sponsor for...
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May 26, 2023
Google becomes official sponsor of German women’s team
The German FA (DFB) has signed a three-year deal with Google to become the official sponsor of the national women’s team with its Google Pixel brand. Google will have a set of digital rights, in particular in social media, and is committing to use its digital technology to increase the...
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May 26, 2023
Commissioner Cathy Engelbert Sees NIL As ‘Huge Positive’ For WNBA
Commissioner Cathy Engelbert told Front Office Sports in an interview that NIL has been a “huge positive” for the WNBA and women’s sports. While LSU gymnast Olivia Dunne ranks first among On3’s women’s NIL earnings list, college basketball players account for ten of the top-15 spots. “If you look at...
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May 23, 2023
Lululemon to sponsor ‘ultramarathon’ for women
Lululemon is launching an initiative that will put a spotlight on female athletes. Called Further, the initiative is designed to demonstrate how far women can go when they are supported with resources and product innovations typically reserved for men, the company said. It will culminate in a six-day, "first-of-its-kind" ultramarathon...
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