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.-
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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December 2, 2021
Montana State Announces Major Gift to Support Women’s Basketball
Montana State University and the Bobcats Athletics department announced the Ellen Kreighbaum Women's Head Basketball Coach endowment, permanently naming the women's basketball coaching position in Kreighbaum's honor on Thursday. Kreighbaum will be recognized for her generosity and support of Bobcat women's basketball prior to tipoff of Thursday night's game against...
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December 1, 2021
Stephen Curry signs UConn women’s basketball freshman Azzi Fudd to multi-dimensional NIL deal with his SC30 brand
Curry is bringing the star UConn women’s basketball freshman into his SC30 Inc. brand in a unique, wide-ranging partnership that will support her successes both on and off the court as the nation’s top recruit builds her collegiate career — a multi-dimensional name, image and likeness contract. Golden State’s reigning...
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November 30, 2021
Paige Bueckers’ Major NIL Deal Only Leads to More Questions
On Monday, UConn guard Paige Bueckers made history as the first NCAA athlete to sign an endorsement deal with Gatorade, joining pro basketball players such as Elena Delle Donne, Candace Parker, Zion Williamson and Jayson Tatum. This groundbreaking signing isn’t Bueckers' first endorsement deal in the NIL era, however. On...
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November 29, 2021
UConn women’s basketball star Paige Bueckers is the first college athlete to sign with Gatorade
University of Connecticut women's basketball star Paige Bueckers has signed a historic deal with Gatorade. Bueckers is the first-ever college athlete to be signed by Gatorade, the company announced on Monday. WFSB
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November 28, 2021
Johnson C. Smith launches historic women’s cycling program Grants fund first initiative at an HBCU
Johnson C. Smith is launching a women’s cycling program, the first at a historically Black college. JCSU is one of three schools to receive funding from EF Pro Cycling, Cannondale and USA Cycling. The other colleges, Institute of American Indian Arts in Santa Fe, New Mexico, and Navajo Technical University in Crown Point,...
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November 24, 2021
LPGA Tour seizing on more sponsor interest in women’s sports
People have had an awakening around women’s sports, often seen as an undervalued asset. And because of the world’s focus on diversity, equity and inclusion, people have looked at women’s sports and realized that it is an area in the world where there is no great deal of parity -...
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November 15, 2021
‘Lots Of Girls Stop Playing’ – Female Golf Pro Reveals Financial Strain
Hannah Gregg, who plays on the LPGA's development Symetra Tour, says the costs of golf are proving too much even for serial winners. There is a common misconception in golf that if you are good enough, you simply turn pro and, financially, the rest will take care of itself. For a fraction,...
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November 10, 2021
UConn’s Paige Bueckers has name, image, likeness deal
After a breakout freshman season at UConn, Huskies point guard Paige Bueckers has landed her first name, image and likeness endorsement deal: a multiyear partnership with footwear and apparel marketplace platform StockX. The reigning 2021 John Wooden Award winner -- the first freshman woman to win the annual award since it began in...
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November 10, 2021
U.S. Soccer extends apparel partnership with Nike
The U.S. Soccer Federation said on Wednesday it reached a long-term deal with Nike (NKE.N) to extend their apparel partnership along with a focus on elevating the profile of the women's game globally and promoting inclusivity. Terms of the deal, which U.S. Soccer said is the largest commercial agreement in...
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November 5, 2021
Klarna, Birdies discuss impetus behind Angel City FC deals
Angel City FC, the Los Angeles women's soccer team beginning play in 2022, adding an eighth founding-level sponsor in Klarna, a Swedish fintech company that provides a variety of e-commerce services. It’s the brand’s first sports sponsorship play. bizjournals
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November 4, 2021
WNBA players’ union looks to expand community support through sponsorship deal
The WNBA players' union will continue its support for causes in each of the league's 12 markets, forming a multiyear partnership with Pepsi Stronger Together, the company's initiative to support community involvement projects. The project will start by providing $50,000 to Girls on the Run Los Angeles, the org that...
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November 4, 2021
Sara Björk: An Example For Women Returning To Play Soccer After Pregnancy
In April, Gunnarsdóttir, currently under contract at French side Olympique Lyonnais until June 2022, announced that she and her husband were expecting their first child and were returning to stay with her relatives in Iceland to carry her pregnancy to term. Last month, her sponsors PUMA revealed that in collaboration with...
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