SPONSORSHIP NEWS

September 3, 2022

Serena Williams Forever Changed How Brands See Female Athletes

The sisters helped usher in a new era of sponsorships for female athletes over their decorated careers. Jeff Kearney, global head of sports marketing for Gatorade, said Serena has made a permanent impact on marketing budgets everywhere and her overwhelming success convinced the Pepsico Inc. division, which first partnered with...

September 3, 2022

Michelob Ultra Debuts Limited-Edition Serena Williams Cans After Her Final Singles Match

Michelob Ultra is celebrating Serena Williams' storied career. Following her final singles match at the US Open on Friday, the beer company announced that it will release 100 limited-edition packs of 24 cans in honor of the 40-year-old tennis icon. People

September 2, 2022

Paige Bueckers Stands to Earn More in College Than She Would As a Pro

Bueckers has an array of N.I.L. deals that will generate much more than the base salary even for the No. 1 pick in the W.N.B.A. Last November she became the first-ever college athlete to be signed by Gatorade during the N.I.L. era. She also has deals with StockX, a global e-commerce...

August 30, 2022

Women in Sports Tech partners with SRAM to help grow opportunities for women in cycling

SRAM and Women in Sports Tech (WiST) are announcing their partnership to promote and increase opportunities and representation of women in cycling, including electronics, app development, and engineering. WiST has a strong reputation globally for its impactful work. In five short years, WiST's unique programs and engaging original content have...

August 29, 2022

World Rugby and IWG on Women and Sport launch four-year strategic partnership

World Rugby and the IWG on Women and Sport aim to use their partnership to increase awareness regarding the need to establish positive transformation across sports by organising several shared initiatives. The length of the partnership means it is set to incorporate the 2021 and 2025 Rugby World Cups in...

August 25, 2022

Rutgers Women’s Sports Athletes Sign NIL Deal to Commemorate Title IX

Athletes will promote the city of New Brunswick, and will be featured in a video that Knights of The Raritan president Jon Newman and DEVCO’s president Chris Paladino collaborated on. FOS

August 25, 2022

Five WNBA Players Who Have Made The Crypto Leap

The WNBA has officially entered the wide world of cryptocurrency. The league joined forces with Coinbase in October, making the company the league’s exclusive cryptocurrency platform partner. As part of the partnership, all 144 members of the WNBA Players’ Association will receive Coinbase accounts and crypto funds to become more...

August 25, 2022

Supersapiens Welcomes British Triathlete Lucy Buckingham as its Newest Ambassador

Atlanta – 25 August 2022/SPORTSWIRE WOMEN/ – Supersapiens, the world’s only real-time energy management system, designed for athletes to unlock better performance and recovery, adds Olympian Lucy Buckingham to its strong lineup of ambassadors. Supersapiens, powered by the Abbott Libre Sense Glucose Sport Biosensor, will work with Buckingham to deliver valuable...

August 24, 2022

MSU Women’s Gymnastics Team Makes History with Teamwide Name, Image and Likeness (NIL) Deal

In a historic move, all 19 members of the 2022-2023 women’s gymnastics team at Michigan State University have received name, image and likeness (NIL) contracts with an emphasis on charitable giving—an agreement that will strengthen Spartan athletics while empowering student-athletes to change the world. This marks the first time in NCAA history that...

August 23, 2022

Barcelona score Heura Foods partnership for women’s team

Heura Foods will become a partner of the women’s team Barcelona for the next three seasons. From the start of the 2022/23 season, Heura’s plant-based products will be available at the team’s Johan Cruyff Stadium home, with the brand also set to receive LED promotion at the venue, as well...

August 18, 2022

Dick’s Sporting Goods Named Official Sporting Goods Retailer and Marketing Partner of Defending WNBA Champions, The Chicago Sky

PITTSBURGH, Aug. 18, 2022  -- With the WNBA playoffs underway, DICK'S Sporting Goods today announced a partnership with the Chicago Sky, making DICK'S the Official Sporting Goods Retailer and Marketing Partner for the team. This multi-year partnership furthers the company's investment in women's sports, player development, youth athlete engagement and the Chicago community. Effective...

August 11, 2022

Professional Road and Track Runner Maggie Montoya Joins Salomon Athlete Team

OGDEN, Utah (August 11, 2022)/SPORTSWIRE WOMEN/ – Today, Salomon is expanding its roster of U.S. road running athletes with the addition of professional road and track runner, Maggie Montoya. Montoya joins the Salomon team with an impressive resume of running accomplishments, including her debut marathon time of 2:29:08 from the Chevron...

August 11, 2022

Standout Gravel Superstar Lauren De Crescenzo Joins Supersapiens as Advisor and Ambassador

Atlanta – 11 August 2022/SPORTSWIRE WOMEN/ – Supersapiens, the world’s first glucose management system designed for athletes, proudly welcomes versatile American professional cyclist Lauren De Crescenzo to its ever-growing list of professional ambassadors. Supersapiens, powered by the Abbott Libre Sense Glucose Sport Biosensor, is eager to support De Crescenzo as she...

August 5, 2022

Liv Celebrates Shirin Van Anrooij, White Jersey Winner of The Tour De France Femmes Avec Zwift

NEWBURY PARK, Calif. (Aug. 5, 2022)/SPORTSWIRE WOMEN/ –  Liv, the company dedicated to getting more women on bikes and sponsor of the ‘Best Young Rider Classification’ at the inaugural Tour de France Femmes avec Zwift, extends its congratulations to Shirin van Anrooij of team Trek-Segafredo.r of the White Jersey. “As a...

August 4, 2022

IRONMAN Champion Sarah True Partners with Bonk Breaker© to Celebrate Real-Food Nutrition and Record-Breaking Performance

Thousand Oaks, Calif. — August 4, 2022 /SPORTSWIRE WOMEN/ - Bonk Breaker, the nutrition and energy bar long-favored by elite athletes and professional sports teams, welcomes former Olympian Sarah True to its team of pro athletes. True won the IRONMAN Lake Placid recently, with a record-breaking time of 9 hours...

August 2, 2022

US Women’s Soccer League sponsorship funds from Voyager in jeopardy after bankruptcy

The funds promised to the U.S. National Women’s Soccer League (NWSL) players by Voyager Digital in a sponsorship deal may not materialize as the lender filed for bankruptcy, Sportico reported Aug. 1. The league has informed the players that there’s little hope of receiving the funds from Voyager, according to the report....

July 29, 2022

Texas Tech WBB Signs NIL Deal for $25K per Player

The Texas Tech Lady Raiders made history this week, signing a record NIL deal with marketing agency Level 13. The program agreed to a pact on Thursday that will allot $25,000 to each player on the women’s basketball team. According to Front Office Sports, the NIL deal is the largest of its kind...

July 28, 2022

Lionesses set to make millions from England’s run to Women’s Euro 2022 final

The players each receive £2,000 per match from the Football Association (one of the few financials which matches the men’s team), and should they win the tournament, each player will receive a £55,000 bonus, but that would pale in comparison to the potential money to be made from sponsorship deals....

July 27, 2022

Adidas Signs 15 Female Student-Athletes to NIL Deals to Celebrate 50 Years of Title IX

Title IX is now 50, and Adidas is celebrating in a major way. Last night, the athletic powerhouse announced the signing of 15 female student-athletes to name, image and likeness (NIL) deals. Adidas’ new athlete signees compete in seven collegiate sports. FN

July 25, 2022

Coinbase Adds Bitcoin Bonus to WNBA’s Commissioner’s Cup

Just in time for the WNBA Commissioner’s Cup championship game on Tuesday between the Las Vegas Aces and Chicago Sky at Wintrust Arena, Coinbase is upping the ante and providing more money to the participants. In addition to the $500,000 prize pool, Coinbase will provide an additional cryptocurrency prize pool of up to $120,000 for the players in the...

July 22, 2022

Parity and HEARTLENT Group team up for NFT collection benefiting the WNBPA and Rock The Vote

NEW YORK (July 22, 2022) /SPORTSWIRE WOMEN/ – The Parity NFT Marketplace - one of Parity’s verticals driving revenue to women athletes - is collaborating with HEARTLENT Group, the WNBPA, and Rock The Vote on their Hoopers United initiative. Parity’s marketplace will host the Hoopers United Commissioner's Cup NFT collection...

July 20, 2022

USA Cycling Announces New Pro Women’s Team, Cynisca Cycling

SAINT-MARTORY, FRANCE /SPORTSWIRE WOMEN/ – USA Cycling is excited to announce a partnership with new American-licensed Continental professional women’s team, Cynisca Cycling. The partnership supports the growth of elite women’s racing by introducing a new American team to the European peloton and funding USA Cycling junior development programs. The European-based team...

July 19, 2022

How the Tour de France Femmes avec Zwift Came to Be

Zwift’s head of women’s strategy and content, Kate Veronneau, gives us all the details—and a first look at The Podium Squirrel. Bicycling

July 19, 2022

Sportswear Label Actively Black Signs Deja Kelly in NIL Deal

Sportswear brand Actively Black is the latest to ink a NIL deal with North Carolina women’s basketball player Deja Kelly. As per the one-year partnership, which marks Actively Black’s first NIL — or name, image and likeness — deal, Kelly is featured in a campaign video supporting the brand. Actively Black...

July 14, 2022

CarMax Announced as Official Auto Retailer of the National Women’s Soccer League

The National Women's Soccer League and CarMax , the nation's largest buyer and seller of used cars, announced today a multi-year partnership. CarMax is now the Official Auto Retailer of the NWSL - the first in league history - and will serve as the presenting sponsor of the NWSL Shield,...