SPONSORSHIP NEWS

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...

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...

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...

August 20, 2025

New Parity Report Reveals Women’s Soccer Fans Are the Most Loyal, Trusting—and Ready to Spend

August 20, 2025, NEW YORK, NY SPORTSWIRE WOMEN/ - As momentum builds around women’s soccer in the U.S., new research from Parity reveals what every marketer should know: women’s soccer fans are among the most valuable audiences in sports—driven by unmatched brand loyalty, deep trust in athletes, and a strong...

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....

August 1, 2025

Laura Muir Joins MOVE Pre-Workout in Endurance Partnership Ahead of 2025 World Championships

Edinburgh, UK (August 1, 2025) /SPORTSWIRE WOMEN/ - MOVE Pre-Workout, the premium Scottish supplement brand known for its science-backed performance formulas, is proud to announce a new partnership with Laura Muir, one of Scotland’s most decorated athletes and a key figure in British endurance running. The collaboration sees Muir officially join...

July 29, 2025

Feisty Media launches new women’s sports podcast

July 29, 2025 /SPORTSWIRE WOMEN/ - Feisty Media announces the launch of a brand new women’s sports podcast, The Feist — covering the untold stories of your favorite sports with a fresh, feisty take. From the Olympics to March Madness to the Tour de France Femmes, women’s sports are setting viewership...

July 28, 2025

Kari Traa Signs Olympic Freeski and Snowboard Athletes Megan Oldham and Zoe Kalapos Ahead of 2026 Winter Games

DENVER, Colo. (July 28, 2025) /SPORTSWIRE WOMEN/ – Kari Traa, the leading women’s sportswear brand founded by Olympic freestyle skier Kari Traa, proudly announces the signing of Canadian Olympic freeski champion Megan Oldham and U.S. Olympic snowboarder Zoe Kalapos as official brand athletes. Oldham, a Canadian X Games gold medalist...

July 22, 2025

Wiley X Partners with A girl & A Gun for 2025 Clays Extravaganza

Frisco, TX (July 22, 2025) /SPORTSWIRE WOMEN/ - Wiley X was proud to continue its partnership with A Girl & A Gun at the 2025 Clays Extravaganza, which took place July 18–20 at Defender Outdoors in Fort Worth, Texas. The three-day event welcomed female shooters of all skill levels for...

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...

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...

July 10, 2025

Olympic Champion Torri Huske pushes into new tech with deboer swim

Colorado Springs, CO (July 10, 2025) /SPORTSWIRE WOMEN/ – deboer swim, a leading innovator in performance swimwear, proudly announces a groundbreaking six-year partnership with Olympic champion and world record holder, Torri Huske. This collaboration marks a significant milestone for both Huske and deboer, as they commit to a close working...

July 7, 2025

Project XO is Seeking Riders for a New Women’s Gravel Collective

ALL WOMEN • ALL GRIT • ALL IN July 7, 2025 /SPORTSWIRE  WOMEN/ - As riders begin to look towards 2026 and their race plans, a new women’s gravel collective spearheaded by Inspire Athlete Management is actively seeking riders. Project XO is the next chapter in the off-road story: We’re...

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....

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

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

June 16, 2025

Lume Six Launches Support Women: Athletes Grant Program

Santa Cruz, CA (June 16th, 2025) /SPORTSWIRE WOMEN/ - Lume Six, the woman-owned and operated brand known for developing high-performance sports bras for mountain athletes, is proud to announce its first annual Support Women: Athletes financial grant program. Designed to help women athletes pursue their 2025 goals with confidence and...

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...

June 11, 2025

e.l.f. Hits the Pitch With San Diego Wave FC and Kansas City Current

OAKLAND, Calif. (June 11, 2025) /SPORTSWIRE WOMEN/ - e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), scores again in its commitment to Empower.Legendary.Females. by teaming up with not one but two standout National Women’s Soccer League clubs—San Diego Wave FC and Kansas City Current—through immersive, fan-first experiences that bring beauty,...

June 11, 2025

Title Nine and Seattle Storm Announce 2025 WNBA Season Partnership

Emeryville, Calif. (June 11, 2025) /SPORTSWIRE WOMEN/ – Title Nine, the independent women-owned and operated outdoor apparel brand, and the Seattle Storm, today announced a partnership for the upcoming 2025 WNBA season. “We intentionally and thoughtfully pursued a partnership with a women-owned WNBA team," said Title Nine’s founder Missy Park....

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

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

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...

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

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