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 6, 2026
Beauty Brands Are Coming for Sports—and They Want More Than Exposure
Sports sponsorship spending has long been dominated by categories like automotive, telecom, alcohol, and banking. In recent years, healthcare, crypto, fantasy sports, gaming, prediction markets, and beauty have joined the party. Beauty presents a distinct opportunity among them, in part because brands within the category are decidedly investing to reach...
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September 23, 2026
Adidas, Unrivaled, Ink Multiyear Uniform, Performance Apparel Pact
Adidas entered into a multi-year partnership with Unrivaled, becoming the official uniform and performance apparel partner of the women’s 3-on-3 basketball league. Adidas replaced Under Armour. Adidas will outfit Unrivaled with on-court uniforms and performance gear, provide apparel for all off-court basketball programming, and introduce a broader assortment of officially...
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September 22, 2026
Sports-tech firm teams up with Durham Women
North East sports-tech start-up Orbitor Performance has partnered with Durham Women FC for the 2026/27 season. Its branding will appear on the club’s first-team warm-up shirts and at Maiden Castle, ahead of the launch of The Orbitor—a multi-sport ball launcher designed to help athletes practise independently. Founded by Claire Budge...
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September 15, 2026
Athleta Named Official Off-Court Apparel Partner of the Golden State Valkyries
Athleta has signed a multiyear partnership with the Golden State Valkyries to become the WNBA team’s Official Off-Court Apparel Partner. The collaboration will include in-arena activations, Bay Area community programs supporting girls in sport, and co-branded merchandise launching in 2027. Athleta also introduced a limited-time Off-Court Edit inspired by the...
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September 4, 2026
Nike lands London City Lionesses front-of-shirt deal
The agreement will see Nike become the Women’s Super League club’s front-of-shirt sponsor, in what London City describes as a first-of-its-kind sponsorship for the sportswear company. Rather than Nike’s traditional Swoosh, the shirt will feature an image of the ancient Goddess of Victory from whom the company takes its name....
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September 1, 2026
Deloitte Teams With Billie Jean King to Help Grow the Next Generation of Leaders Through Women’s Sports
Deloitte has partnered with tennis legend and leadership advocate Billie Jean King to strengthen the infrastructure and leadership pipeline in women’s sports, aiming to turn athletic development into a pathway for future business leaders. The collaboration, announced at the “Power of Women’s Sports Summit” in New York on September 1,...
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August 20, 2026
College sports advocates press philanthropy to buffer NIL’s commercial pressure on women’s sports
While interest in women’s sports is booming and Olympic sports organizers lock in preparations for the 2028 Summer Games in Los Angeles, advocates worry that the college athletic programs that feed both those systems may be strained further by increased demands from bigger sports. Olympic sports haven’t had the opportunity...
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July 29, 2026
Cleveland WNBA Names Cleveland Clinic as Third Founding Partner and Official Hospital and Sports Medicine Provider
Cleveland WNBA today named Cleveland Clinic as its third Founding Partner. The multiyear partnership establishes Cleveland Clinic as the team’s official and exclusive hospital and sports medicine provider, reinforcing a shared commitment to advancing women’s sports, youth development and community health across Northeast Ohio and the broader region. Cleveland Clinic...
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July 20, 2026
Dick’s Expands Its Investment in Women’s Sports with Cookie Jar & A Dream Studios’ “Life in The W” Documentary Series on ESPN
DICK’S Sporting Goods’ in-house studio Cookie Jar & A Dream Studios is launching a six-episode ESPN documentary series, “Life In the W,” as part of its broader push into women’s sports storytelling. The series follows WNBA stars A’ja Wilson, Napheesa Collier, and DeWanna Bonner through the latter part of the...
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July 14, 2026
Why TJ Maxx is sponsoring the ESPYs
TJ Maxx is deepening its push into women’s sports by sponsoring the ESPYs for a second year, tying the brand to ESPN’s awards show and its “originality and individuality” message. The company is also featuring Ilona Maher and Mallory Swanson in its activations and ads, while extending the effort through...
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June 29, 2026
Under Armour Ends Footwear Supplier Deal with WNBA
Under Armour declined to renew its partnership as “Authorized Footwear Supplier” with the WNBA. As a result, WNBA players with Under Armour endorsement deals must tape over the brand’s logos or wear logo-free sneakers during games. “At this time, UA, Curry Brand are not Authorized WNBA Footwear Providers. So, as per the CBA, players...
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June 11, 2026
WNBA Star Kelsey Plum Joins Adidas Women’s Basketball Roster
WNBA star Kelsey Plum has officially signed with Adidas Basketball, joining the brand in a new campaign for Anthony Edwards’ latest sneaker, the “Believe That 1” Takedown model. The signing was confirmed through Adidas’ social media, which revealed Plum’s appearance in the promotional material alongside Edwards. This marks a major...
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May 7, 2026
WNBA and AWS Announce Multi-Year Partnership to Drive Fan Engagement, Innovation and Growth
The Women's National Basketball Association (WNBA) and Amazon Web Services (AWS) announced a multi-year partnership on May 7, 2026, aimed at boosting fan engagement, advanced analytics, and league growth. AWS becomes the Official Cloud and Cloud AI Partner of the WNBA and joins the WNBA Changemakers Collective, marking its first...
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May 7, 2026
Coach Partnering With WNBA’s New York Liberty Team
Coach has now become a partner of the New York Liberty, one of the oldest teams within the Women’s National Basketball Association. The Liberty is one of the league’s three original franchises and is currently prepping for its 30th season, which will kick off on Friday. As reported, Coach is...
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May 6, 2026
Skechers Strikes Deal With WNBA to Become Official League Partner
Skechers has inked a new multiyear deal with the Women’s National Basketball Association to become an official partner of the league. The now-private footwear brand noted that its signed players Kiki Iriafen, Rickea Jackson and Jackie Young will kick off the partnership on court for the WNBA’s milestone 30th season. David Weinberg,...
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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...
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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...
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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...
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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....
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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...
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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....
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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...
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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...
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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...
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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...
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