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.-
September 15, 2025
Adidas joins as Official Clothing Partner for the 2025 Billie Jean King Cup by Gainbridge Finals in Shenzhen
The Billie Jean King Cup by Gainbridge today welcomes adidas as an official partner for the 2025 Finals, taking place in Shenzhen from September 16–21, and will provide branded apparel for ball kids, match officials, and event staff throughout the tournament. BILLIE JEAN KING Cup
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August 25, 2025
Rihanna’s multibillion-dollar brand invested in the WNBA — and it’s just the start
In May, Rihanna’s multibillion-dollar brand inked its first beauty and skin sports contract with the WNBA’s reigning champions. “There’s not one monolithic view of what a female athlete looks like and there’s not one monolithic view of what beauty and beautiful looks like,” Sukiana Chancy, vice president of brand strategy...
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August 21, 2025
Women’s WorldTour team to ‘cease operations’ at the end of the season after sponsor search struggle
The Ceratizit Pro Cycling Women's WorldTour team is to close at the end of the year, it announced on Tuesday. The German-registered outfit, which has existed for 11 seasons, in a message on its website, its manager Claude Sun said that a challenging economic climate had made it impossible to go...
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August 21, 2025
Global Partnerships at the Women’s Rugby World Cup 2025
The Women’s Rugby World Cup 2025 promises to be the biggest staging yet of the sport’s premier event. Kicking off in England this Friday night, it will stretch across six weeks, showcase 16 national teams, and, crucially, be underpinned by a commercial roster that signals the sport’s growing clout on...
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August 13, 2025
NWSL teams hit $75 million in sponsorship revenue in a dozen seasons: report
The National Women’s Soccer League is just 13 years old, but it’s already hit $75 million in team sponsorship revenue as of 2024, almost as much as the WNBA’s team revenue of $76 million 27 seasons in, according to a new report from sports and entertainment sponsorship intelligence platform SponsorUnited....
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July 21, 2025
Sephora steps up to the plate as exclusive beauty partner of AUSL
Athletes Unlimited Softball League (AUSL) and Sephora are teaming up to redefine what beauty looks like in women’s sports. Today, the leading prestige beauty retailer was announced as the Exclusive Beauty Partner of AUSL and the presenting sponsor of the upcoming AUSL Championship series – marking a bold new alliance...
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July 19, 2025
TOGETHXR and Dear Media Team Up to Launch ‘Unsupervised’ with Sydney Colson and Theresa Plaisance
TOGETHXR is joining forces with Dear Media to enhance women's sports coverage with a new podcast series called "Unsupervised," hosted by NBA players Sydney Colson and Theresa Plaisance. The first episode will be available on July 24, marking a significant commitment to showcasing women's narratives in sports culture. The podcast...
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July 2, 2025
Dick’s Sporting Goods and the WNBA Renew Multiyear Partnership
Dick’s Sporting Goods and the Women’s National Basketball Association (WNBA) have extended their multi-year partnership, which initially began in the Fall of 2021. Through their renewed agreement, Dick’s Sporting Goods will continue as the “Official Sporting Goods Retailer” and an “Official Marketing Partner” of the WNBA through the 2028 season....
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June 18, 2025
WNBA Star Angel Reese and Cash App Transform Chicago With New Basketball Court for Female Athletes
Following their powerful partnership in 2024 to champion the future of fandom in women's sports, Cash App and WNBA All-Star Angel Reese have teamed up again, this time to make a lasting impact in Chicago. STOCK TITAN
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June 17, 2025
Allyson Felix: Beauty Brands Are Dropping the Ball on Women’s Sports
Women’s sports are undeniably on the rise. But according to Olympic track and field athlete and entrepreneur Allyson Felix, women’s sports marketing is still virtually nonexistent. ADWEEK
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June 13, 2025
Gatorade Shifts Gears Into Women’s Racing With F1 Academy Deal
Gatorade has inked a multi-year deal with F1 Academy, becoming the first official sports drink partner of the all-female racing series. The partnership comes as F1 Academy experiences a surge in global visibility, fueled by the release of the Netflix documentary “F1: The Academy.” Starting in 2026, Gatorade will provide personalized...
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June 9, 2025
44 years and counting: Inside Canada’s longest-running women’s sports sponsorship
Curling Canada and Kruger Products have been in partnership together for more than four decades, helping to elevate the iconic Scotties Tournament of Hearts to new heights. SportsPro
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May 29, 2025
Pinterest partners with 2024 WNBA Champion New York Liberty to inspire fans and celebrate women’s sports
For the first time, Pinterest is stepping into the sports arena as an official partner of 2024 WNBA Champion, New York Liberty. Together, the Liberty and Pinterest will inspire fans and celebrate women’s sports through exclusive content. Pinterest newsroom
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May 16, 2025
U.S. Professional Softball Players Are Flocking to Japan to Get Paid
The U.S. and Japan are currently No. 1 and No. 2, respectively, in the women’s softball world ranking, which was last updated in July. But in the business of softball, there may be nowhere more lucrative to play than Japan’s Diamond League. That’s why former Oklahoma softball star Kelly Maxwell...
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May 16, 2025
She’s a folk hero in our sport’: How NiJaree Canady became college softball’s first million-dollar player
Last July, pitcher NiJaree Canady shook college sports when she announced her transfer to Texas Tech and landed the richest softball NIL deal ever. ESPN
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May 14, 2025
5 beauty brands with big-time partnerships in women’s sports
From Fenty to Glossier, beauty brands are aligning with women’s sports, redefining sports partnerships in 2025. These collaborations not only enhance brand visibility to a shiny, new audience, but also underscore a commitment to empowering women in sports. Tatler
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May 13, 2025
Booking.com signs joint NBA, WNBA sponsorship
Booking.com made its first entry in US women's sport through a multi-year joint sponsorship with the Women’s National Basketball Association (WNBA) and NBA. SportBusiness
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May 12, 2025
How Unrivaled built brand partnerships that are more than logo slaps
For marketers looking to take advantage of the increased attention and investment in women’s sports, Unrivaled represented a rare white-space opportunity to get in on the ground floor. MARKETING DIVE
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May 12, 2025
Amazon ‘virtually sells out’ NASCAR, women’s sports inventory ahead of upfront
The momentum of women’s sports as an asset class is real, and WNBA teams in particular may be the next big moneymaker, according to Kai Cunningham, a former Goldman Sachs banker who created his own venture capital firm to work with athletes before turning 30. FRONT OFFICE SPORTS
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May 6, 2025
Unrivaled Sports Gets $120M From Dick’s for Youth Buildout
Youth sports platform Unrivaled Sports has received a $120 million investment led by Dick’s Sporting Goods and featuring participation from Miller Sports + Entertainment, Dynasty Equity, LionTree and The Chernin Group. Sportico
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May 1, 2025
Mizuho Americas Announces Five-Year Renewal Agreement With
Mizuho Americas, the New York-headquartered arm of Mizuho Financial Group, announced that it has renewed its title sponsor agreement for the Mizuho Americas Open through 2030 and will raise the 2026 purse to $3.25 million, one of the largest outside of the Major championships. The tournament will maintain its successful...
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April 28, 2025
The espnW Summit NYC Lets Sponsors Eli Lilly and Rhone Join the Game
Hosted by journalist, radio host, and ESPN personality Sarah Spain, espnW Summit NYC kicks off with a keynote discussion between Olympic gold medalist, world champion, and best-selling author Jordan Chiles and SportsCenter anchor Elle Duncan. ADWEEK
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April 25, 2025
Lululemon Teams With the Professional Women’s Hockey League for Apparel Collection
Lululemon continues to expand its roster of partnerships in sports with its latest collaboration. The athletic apparel company debuts the inaugural collaboration with the Professional Women's Hockey League on Saturday, spotlighting new teams with fan-favorite Lululemon designs. MSN
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April 23, 2025
CARMAX, GOTHAM FC EXTEND MISSION-DRIVEN PARTNERSHIP
Gotham FC has renewed its multi-year partnership with CarMax, ensuring the company remains the front-of-kit sponsor for the club. Ministry of Sport
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April 22, 2025
Exclusive: Tampon brand Sequel signs sponsorship deal with D.C. United’s Audi Field
Audi Field in Washington, D.C. hosts 20,000 fans for D.C. United men's soccer matches, the new USL Super League women's soccer club D.C. Power FC, and Washington Spirit National Women's Soccer League matches, plus concerts and events. AOL
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