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.-
March 30, 2022
Women’s basketball players have quickly figured out how to earn NIL money
As the Final Four descends on Minneapolis with some of the biggest names in the game competing for the national title, women’s basketball continues to be the surprise winner in the first year of college athletes being allowed to cash in on their name, image and likeness. The sport ranks...
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March 29, 2022
Paige Bueckers Cementing Superstar Status, Earning Potential
The reigning Player of the Year Paige Bueckers carried UConn to its record-extending 14th straight Final Four. She scored 15 of her game-high 27 points in the extra periods in UConn’s 91-87 double-OT win over NC State on Monday. Per league rules, Bueckers will not be eligible for the WNBA Draft until 2023....
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March 23, 2022
Adidas announces new network that will allow more than 50,000 student-athletes to be paid ambassadors
Adidas announced Wednesday a new “name, image and likeness” network that will be open to student-athletes at NCAA Division 1 Adidas-sponsored schools. The new program will allow more than 50,000 students across 23 sports at 109 schools the ability to become paid spokespeople for the brand. CNBC
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March 19, 2022
Paige Bueckers’ NIL deals, explained: UConn basketball star’s portfolio includes partnerships with Gatorade, StockX
Paige Bueckers, a UConn guard, surged onto the national scene last season, averaging 20.0 points, 5.8 assists and 4.9 rebounds per game and leading the Huskies to the Final Four. Bueckers isn't just a star on the court, though — she has already become her own brand with the help...
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March 18, 2022
Nike, Jordan Brand combine to lead shoe/jersey deals in Women’s NCAA Tourney
Nike continues to reign as the leading shoe and jersey provider for teams in the Women’s NCAA Tournament. Nike and its Jordan Brand affiliate are outfitting 38 teams this year. Adidas saw a one team increase as well, outfitting 18 teams this year after back-to-back tourney years of 17 teams in ’21 and ’19....
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March 10, 2022
WNBA Announces Multi-Year Changemaker Partnership
The WNBA has named U.S. Bank a league Changemaker, announcing a multi-year partnership with the organization on Thursday. As part of the agreement, U.S. Bank will also serve as the league’s official bank. Starting this WNBA season, U.S. Bank will provide current players and former players with access to financial...
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March 8, 2022
Delta Air Lines sponsors National Women’s Soccer League
Delta Air Lines said it has signed a sponsorship deal to become the official airline of the National Women’s Soccer League. It’s Delta’s first major sponsorship of a women’s professional league and will make it the women’s soccer league’s travel partner. The move is part of the airline’s expansion of sponsorships...
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March 8, 2022
Dick’s Sporting Goods and Just Women’s Sports Team Up for $150,000 Women’s College Basketball Bracket Challenge
Dick’s Sporting Goods and Just Women’s Sports is making March Madness for women’s college basketball fans a bit more lucrative. The retailer and the women’s sports multimedia platform have teamed up to offer a grand prize of $150,000 to the winner of the 2022 Just Women’s Sports x Dick’s Bracket...
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March 8, 2022
Mastercard expands its support of women’s soccer with National Women’s Soccer League players association partnership
Mastercard is doubling down on its commitment to women in sport and strengthening its NWSL sponsorship by joining the NWSLPA as an official partner. The multi-year alliance will provide the players with additional resources and tools, designed to empower them as momentum continues for women’s sports. Mastercard
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March 8, 2022
Colorado Classic seeks multi-year commitment to relaunch event
In 2019, the Colorado Classic was the showcase of a successful women’s stage race in Colorado. The event was heavily backed by corporate partners like the VF Corporation. It debuted an innovative live streaming model that made the race easy to watch. Chloe Dygert stole the show with four stage...
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March 7, 2022
Zwift becomes title sponsor of Parix-Roubaix Femmes
On Monday, Zwift announced that it will become the presenting partner of the Paris-Roubaix Femmes avec Zwift. The 2022 “Hell Of the North” is the second edition of the race after the COVID-delayed inaugural race was finally held last year. It takes place on April 16th, a week later than...
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March 3, 2022
WTA women’s tennis tour gets title sponsorship deal with Hologic, first since 2010
The WTA Tour has agreed to a multi-year, multimillion-dollar title sponsorship deal with Hologic, a medical technology company. The WTA declined to say how long its contract with Hologic runs or how much it is worth, but did call it the "largest global sponsorship" in tour history. espn
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February 23, 2022
Having Kids Mid-Career is now a Viable Option for Female Pro Cyclists
With teams like Trek-Segafredo and Uno-X supporting maternity leave in sport, the culture around giving birth mid-career is changing. The announcement that Deignan would be taking 2022 off to have a second child came with a second piece of news that signals another tonal shift in women’s cycling: her team...
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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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