SPONSORSHIP NEWS

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. ...

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)

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...

January 6, 2022

Diamondback Adds Adventure and Gravel Cyclist Devin Cowens to Athlete Roster

KENT, Wash., (Jan. 6, 2022)  /SPORTSWIRE WOMEN/ - Diamondback is pleased to announce the addition of Devin Cowens to its athlete roster for 2022. Cowens is a well known cycling advocate who has brought a greater sense of awareness to the many barriers to entry one faces to participate in the...

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...

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...

January 3, 2022

Liv Joins Team BikeExchange-Jayco as Technical Partner Through 2024

NEWBURY PARK, Calif. (Jan. 3, 2022) /SPORTSWIRE WOMEN/ - Liv, the company dedicated to getting more women on bikes, today announced its technical partnership with Team BikeExchange-Jayco  (formerly GreenEDGE Cycling) through 2024. “We are proud to support Bike Exchange-Jayco and to have the women’s team racing on our new Langma...

December 30, 2021

Liv Factory Racing and Liv Racing Collective Athletes Shine This Season

NEWBURY PARK, Calif. (Dec. 29, 2021) /SPORTSWIRE WOMEN/ - Liv, the company dedicated to getting more women on bikes, is celebrating the outstanding race seasons from its Liv Factory Racing and Liv Racing Collective riders. Top performances included Allysa Seely’s gold medal at the 2021 Paralympic Games, making her the...

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...

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...

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

December 20, 2021

Simmons Bank Announces “Game Changing” Support for Female Student-Athletes with Multi-University Sponsorship of Women’s Athletics

PINE BLUFF, Ark. - Simmons Bank announced today ground-breaking support for female student-athletes through a multi-university initiative whereby it will be the presenting sponsor of women's athletics at Arkansas State University, Oklahoma State University, SMU, TCU, University of Arkansas Pine Bluff, University of Arkansas at Little Rock, University of Central Arkansas, University of Memphis,...

December 20, 2021

American Surfer Sage Erickson Joins The Pho3nix Movement

20 December 2021, SYDNEY /SPORTSWIRE WOMEN/ - MANA Sports & Entertainment Group are proud to announce American professional surfer Sage Erickson has signed on as an ambassador for the Pho3nix Foundation, a not-for-profit with the express aim to assist and inspire children through sport. The Pho3nix Foundation has tasked MANA...

December 16, 2021

Outside Interactive, Inc. Launches Exclusive Video Series Featuring Two-Time Olympic Gold Medalist and World Cup Alpine Skier, Mikaela Shiffrin

BOULDER, CO — December 16, 2021/OUTDOOR SPORTSWIRE/ - Outside Interactive, Inc., the world’s leading creator of active & healthy lifestyle content, events, and experiences, today announced the release of an exclusive video series featuring the world-class alpine ski racer, two-time Olympic gold medalist, six-time world champion, and three-time Overall FIS...

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...

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...

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...

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...

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...

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

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...

December 2, 2021

Parity and Morgan Stanley Global Sports & Entertainment to launch financial education-focused campaign, “Practice Makes Perfect”

NEW YORK (December 2, 2021) /SPORTSWIRE WOMEN/ — Parity, an online sponsorship platform, announced today it has teamed up with Morgan Stanley (NYSE: MS) to collaborate on a joint mission to empower women athletes through financial education. The digital campaign “Practice Makes Perfect” highlights personal money management stories and key...

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...

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...

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