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.-
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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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...
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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...
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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...
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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....
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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