SPONSORSHIP NEWS

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...

December 12, 2025

Toyota becomes exclusive auto partner of Portland Fire, expands support for women’s sports

The Portland Fire announced a new partnership this week with Toyota, which will serve as the team’s exclusive automotive partner. The deal expands Toyota’s investment in women’s sports in Portland, as the company is now partnered with both RAJ Sports franchises, the Portland Fire and the Portland Thorns. To kick off the...

December 10, 2025

Women’s tennis body signs biggest sponsorship deal in the history of women’s sport

In a landmark moment for women’s tennis, the WTA has signed what is believed to be the biggest sponsorship deal in the history of female sport with Mercedes Benz. The WTA today announced that the German car manufacturing giant would become their ‘premier partner’, affirming the tour’s status as the...

December 8, 2025

WNBA Champion Sabrina Ionescu Becomes Global Brand Ambassador for Ant International

Four-time WNBA All-Star Sabrina Ionescu today becomes a new Global Brand Ambassador for Ant International, a leading global provider of digital payments, digitisation, and financial technology. The partnership is built on a shared commitment to creating a more inclusive and sustainable world through empowering underserved communities and youth groups with...

December 8, 2025

Exclusive: Adidas extends deal with Women’s National Football Conference

Adidas’s early history is in international football, but in recent years, the brand has been throwing its weight behind American football—women’s tackle football, to be exact. That is now set to continue. Adidas, which was one of the first sponsors of the Women’s National Football Conference (WNFC) during its inaugural...

December 4, 2025

Caitlin Clark’s 2025 Salary: $114K From WNBA, $16M From Sponsors

It was a frustrating season on the court for Caitlin Clark, as a series of injuries limited her to suit up in only 30% of Indiana Fever games during the 2025 WNBA regular season. But she crushed it off the court, thanks to an endorsement portfolio that pushed her total...

December 3, 2025

Women’s sports sponsorship in India growing 50% faster than men’s: Report

Women’s sports in India are emerging as a fast-growing commercial and cultural category, according to a new year-end report by LS Digital. Titled 'The Rise of Women's Sports Marketing in India,' the study examines how India’s Women’s Cricket World Cup victory and broader institutional reforms are reshaping fandom, digital consumption,...

November 20, 2025

Gatorade® aims to accelerate women’s sports through partnership with F1 ACADEMY™ rookie driver, Lisa Billard

Gatorade® today announces its sponsorship of F1 ACADEMY™ rookie driver Lisa Billard, marking its mission to make performance support accessible. Lisa Billard, viewed as one of the sport’s new rising talents, has shown impressive potential at just 16 years of age. She became the Women’s Champion at the 2025 French...

November 18, 2025

lululemon Unveils Athlete Kit for Milano Cortina 2026 Olympic and Paralympic Winter Games in Partnership with the Canadian Olympic Committee and Canadian Paralympic Committee

Today, lululemon (NASDAQ:LULU), in partnership with the Canadian Olympic Committee (COC) and Canadian Paralympic Committee (CPC), revealed its new athlete kit for Team Canada ahead of the Milano Cortina 2026 Olympic and Paralympic Winter Games. This marks lululemon’s third Games as Official Outfitter of Team Canada in a multi-year partnership...

November 12, 2025

Saucony® Renews Contract with Marathon Standout Julia Paternain

Renewed a multi-year partnership with elite marathoner Julia Paternain on Nov 12, 2025, extending a relationship first announced in March 2025. The agreement continues Saucony's support for Paternain's training, competition, brand storytelling, and community initiatives. STOCK TITAN

November 6, 2025

Women’s boxing champ Claressa Shields signs $8 million promotional deal, plans ring return in 2026

Claressa Shields signed a multi-fight deal Thursday that will pay her a minimum of $8 million, and the undisputed women's heavyweight boxing champion plans to return to the ring in early 2026.  Times Union

November 3, 2025

Study: Women’s sports driving record NIL growth as rev-share era begins

Through the first years of the NIL era, women’s sports thrived. With the revenue-sharing era in its early stages, that trend is primed to continue, according to a new report from Opendorse. Women’s sports are on track to drive record NIL growth, the study showed. Rev-share is also part of the equation as schools continue...

October 23, 2025

Zwift extends title sponsorship of Tour de France Femmes until 2029

The Tour de France Femmes avec Zwift will retain its full title for at least another four years after Zwift and race organiser ASO confirmed the extension of their partnership through to 2029. The announcement came alongside the unveiling of the 2026 race route in Paris, underlining Zwift’s ongoing commitment to promoting women’s cycling at the highest...

October 18, 2025

Boston Legacy FC announces first-ever major sponsorship, first front-of-kit partner

The Boston Legacy FC announced they teamed up with major retailer TJ Maxx for the club’s first front-of-kit partner. It marks the first major sponsorship for Boston Legacy FC, and the first time TJ Maxx has partnered for a front-of-kit sponsor for a women’s sports team. Aside from having branding on the kits,...

October 8, 2025

Why Olly chose the Golden State Valkyries for its first sports sponsorship

At the start of the WNBA season earlier this year, the Golden State Valkyries and the vitamin and supplement brand Olly were both new to the league. By the end of the regular season, both the team and one of its founding brand partners were breaking records. Halfway through the Valkyries’ inaugural...

October 8, 2025

Athlos NYC track meet hits grand slam with new payment sponsor

Heading into its second year, the women-only track meet Athlos has secured a major sponsor to ensure athletes get paid—fast. On Thursday, co-founder Alexis Ohanian announced that Cash App will be the official payments sponsor, promising what he calls “a faster future.” Last year’s payouts took three business days, which Ohanian says wasn’t good...

October 3, 2025

DoorDash Canada Debuts BRING IT IN, Boldly Unifying Women’s Sports Sponsorships

DoorDash Canada is now the official on-demand delivery platform partner of the Professional Women’s Hockey League (PWHL), joining its long-standing collaboration with the Women’s National Basketball Association (WNBA) and its founding partnership with the Northern Super League (NSL). The three trailblazing institutions anchor BRING IT IN: DoorDash Canada's boldest commitment...

October 3, 2025

The Big Ten and Allstate Unveil New Partnership to Elevate Women’s Sports

Allstate, the Big Ten Conference and Big Ten Network (BTN) today announced the creation of the Allstate Big Ten Women’s Championship Series, a new competition designed to spotlight and celebrate excellence in women’s athletics across the conference. The championship series is part of a first-of-its kind, multi-year partnership that establishes...

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...

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

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

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...

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

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...