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.-
February 14, 2022
Busch Light announces Accelerate Her program to bring women racers to highest levels of NASCAR
Presently, zero women drivers are competing in the NASCAR Cup Series, a number which has persisted over the past several years since the retirement of former Daytona 500 polesitter and racing icon Danica Patrick. That number is one that Busch Light has set out to change with a new first-of-its-kind...
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February 8, 2022
Here’s How Much Olympic Snowboarding Star Chloe Kim Is Making From Endorsements
Relative to professionals in the major North American sports leagues, virtually all Olympic athletes struggle to secure sponsorships, and it’s even tougher sledding for Winter Olympians than for Summer Olympians. On top of that, action-sport athletes like Kim have a limited competition schedule, without a coherent world tour, which means...
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February 8, 2022
UConn Star Paige Bueckers Announces Deal With Cash App, Her Third Major NIL Partnership
The reigning Naismith College Player of the Year is partnering with Cash App, the mobile payment service owned by Jack Dorsey’s Block (formerly Square), to help launch the Paige Bueckers Foundation. Although specific details have yet to be released, the foundation will broadly focus on creating opportunities for children and...
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February 7, 2022
Chinese firms rush to support women’s football team after Asian Cup win
The companies' moves, though most likely aimed at showing appreciation for the team's efforts that have inspired the entire country, also reflect the growing popularity of women's football and women's sports in general, which would also boost businesses in relevant sectors. Globally, according to a report released by Deloitte, TV...
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February 3, 2022
Sky Sports and Women’s Sport Collective extend partnership aimed at giving women opportunities in sport
Sky Sports will be extending its partnership with the Women's Sport Collective, the networking group driving positive change for women in sport. The initial collaboration in 2021 was born from a shared desire to help shape the industry to become a more accepting and inclusive environment for women. Sky Sports
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February 2, 2022
Principal® Announces New Sponsorship of the Premier Hockey Federation
Principal® and the Premier Hockey Federation (PHF) today announced a new sponsorship that includes Principal becoming the exclusive financial services marketing partner of the PHF. The partnership with Principal is a significant step for continued growth of the PHF, which designates 50 percent of league sponsorship revenue to help increase...
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January 27, 2022
Women’s Six Nations secures first title sponsor
Video platform TikTok has become the first standalone title sponsor in the 21-year history of the Women’s Six Nations rugby tournament, agreeing a four-year deal that includes an Official Fans category sponsorship of the men’s event. TikTok will embed "TikTok Rugby Creators" within each of the six home unions with...
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January 26, 2022
LPGA Announces Deal with Epson to Sponsor Developmental Tour
The LPGA Tour announced Wednesday that Epson America Inc. has entered into a five-year agreement for the official naming rights of the Official Qualifying Tour of the LPGA. The Epson Tour (formerly Symetra Tour) begins March 4 with the return of the Florida’s Natural Charity Classic at the Country Club...
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January 14, 2022
Highest-Paid Female Athletes Earned $167M in 2021
The world’s highest-paid female athletes have made a name for themselves in their respective sports, but most of the women make more money from endorsements than they do competing. The top 10 accounted for a combined $167 million in pretax earnings according to Forbes, a 23% increase compared to 2020. Tennis star Naomi...
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January 14, 2022
Nell Rojas Announces Her Adidas Sponsorship and Starts Off on a Very Generous Foot
Even after a remarkable fall 2021 season where she won her first U.S. championship at the Cherry Blossom 10 Miler and finished as the first American female at the Boston Marathon, Nell Rojas had no exciting offers awaiting. According to Rojas, several brands cited her age as a reason for not signing her....
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January 14, 2022
The Two Women’s Cycling Unions Are At Odds Over The Prize Money Management System
As women’s cycling continues to grow, with higher salaries, more racing, and more at stake, the systems in place on the men’s side of the sport are creeping into the women’s. The UCI has announced that a Centralized Prizemoney Management (CPM) system will be used in 2022, like the one...
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January 11, 2022
Lululemon Signs Leylah Fernandez, Plans Tennis-Specific Apparel
With Leylah Fernandez leading the charge, Lululemon plans tennis-specific gear, likely launching in spring. Lululemon was drawn to Fernandez not just because of her athleticism, but because she is family-oriented, a goal-setter, exude positivity and offers a role model to the next generation of players looking to pick up the sport. ...
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January 7, 2022
Puma Continues Investment in American Women’s Marathoning With Three New Athlete Deals
The company made a splash with Olympian Molly Seidel. Now it has four of the 10 fastest U.S. women from 2021. Runners World (paywall)
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January 7, 2022
U.S. Women’s Open golf tournament purse soars to $10 million on fabled courses
Long considered the biggest event in women's golf, the U.S. Women's Open now has prize money and future sites to match. The U.S. Golf Association announced Friday that the purse will nearly double this year to $10 million, by far the richest in women's golf and challenging top prizes in...
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January 5, 2022
Women’s Athletes Are Big Winners In College Sports’ 2021 NIL Reform
Today marks the six-month anniversary of several new state laws that ensure college athletes the right to endorse products without being punished for doing so by the NCAA. For years, the NCAA’s leadership had proclaimed that state-mandated NIL reform would lead to a worsening of the gender divide of college...
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January 4, 2022
Le Col and Wahoo form women’s team with WorldTour ambitions
Wahoo is targeting the Women’s WorldTour next year in a new partnership with clothing manufacturer Le Col. The company has taken over as a named sponsor of the Drops-Le Col p/b Tempur squad. Tom and Bob Varney will continue to direct and manage the team that they founded in 2015, which will...
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December 21, 2021
Crypto.com Becomes First Crypto Firm To Sponsor a Women Sports Team
The cryptocurrency mania has taken the professional women’s sports as Crypto.com, a major crypto exchange, has announced that it became Angel City FC’s (ACFC) exclusive partner to support financial education and independence for players and fans. With the announcement, Crypto.com sets the ground to become the female US National soccer team’s...
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December 21, 2021
Fifa secures Visa as first global women’s soccer sponsor
Fifa has unveiled payment technology giant Visa as its inaugural global women’s soccer sponsor just over a week after launching a new commercial partnership structure. Under the new model, which comes into effect in 2023, soccer’s global governing body has unbundled the sponsorship rights for its women’s and esports properties...
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December 20, 2021
Life As a Female Continental Rider: Paid and Professional?
Making it onto a UCI-registered team is a goal for many young riders. Once they get there though, the reality isn't always so glamorous. Cycling Tips
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December 14, 2021
Voyager Digital becomes the official cryptocurrency brokerage partner of the NWSL
NEW YORK, N.Y. (December 14, 2021) - Voyager Digital Ltd. ("Voyager" or the "Company") (TSX: VOYG; OTCQX: VYGVF; FRA: UCD2), one of the fastest-growing, publicly traded cryptocurrency platforms in the United States, today announced a multi-year agreement with The National Women’s Soccer League, making Voyager the NWSL’s first-ever cryptocurrency brokerage partner, further extending...
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December 14, 2021
Nike signs UCLA soccer star Reilyn Turner to its first student-athlete NIL deal
Nike has made its first name, image and likeness (NIL) deal with a college athlete, selecting UCLA Bruins sophomore soccer star Reilyn Turner. As part of the partnership, Nike said its agreement with college athletes would include an element that connected them back to their local communities. Turner, who was...
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December 13, 2021
FIFA unbundles women’s sponsorship rights in new commercial partnership structure
FIFA has unveiled a new commercial partnership structure that will allow brands to strike sponsorship deals exclusively focused on the world soccer body’s women’s and esports properties. It is the first time since 2013 that FIFA has introduced a new commercial partnership structure and will see a range of packages...
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December 8, 2021
Men’s and women’s pro tours hire bankers to help serve up ONE Tennis merger
The men's and women's professional tennis tours have appointed separate financial advisers to help thrash out a merger of their commercial arms that would be backed by a capital injection from the former owner of Formula One racing. Sky News has learnt that the Association of Tennis Professionals (ATP), whose...
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December 3, 2021
Chinese Sponsor Distanced Itself From Women’s Tennis Before WTA Pulled Events From China
The Women’s Tennis Association said that its largest Chinese sponsor asked last week to be removed from the organization’s website, the latest sign of tension between the tour and China after a sexual-assault allegation against a former Chinese government official was made on the verified social-media account of tennis pro...
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December 2, 2021
T-Mobile donates $50,000 for Georgia women’s sports
T-Mobile is donating $50,000 to Georgia’s women’s athletic programs as a part of the company's total $700,000 donation to all SEC universities. Each school in the conference will be able to choose where the money specifically goes in women’s sports. Red&Black
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