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 20, 2024
Female athletes make up 52% of top 100 college stars with NIL deals
Female athletes made up more than half (52 per cent) of a list of college athletes with the most number of name, image and likeness (NIL) deals during the 2023/24 season – an increase from 38 per cent year-on-year, according to SponsorUnited’s NIL Marketing Partnerships 2023/24 report. The increasing popularity...
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March 15, 2024
South Carolina’s Fulwiley signs NIL deal with Curry Brand
South Carolina freshman MiLaysia Fulwiley has become Curry Brand's first official collegiate athlete after signing a multi-year, NIL partnership with the company associated with NBA champion Stephen Curry. Fulwiley was named Southeastern Conference Tournament MVP on Sunday, helping the top-ranked Gamecocks move to 32-0 in winning the title for the eighth time in...
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March 5, 2024
Las Vegas Aces announce multimillion-dollar partnership with Ally Bank
The Las Vegas Aces and Ally Bank announced Tuesday a multimillion-dollar, multi-year deal ahead of the 2024 WNBA season. Last year, Ally Bank committed to equally splitting its investments in men's and women's sports by 2027. Since, the company has inked deals with the National Women's Soccer League (NWSL) and the...
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March 4, 2024
Nike unveils clever Caitlin Clark billboard setup after Iowa star made history
Caitlin Clark needed 18 points vs. No. 2 Ohio State on Sunday to break Pete Maravich's career scoring mark. The Iowa star proceeded to drop 35 points in a 93-83 win to become the new record holder for the most points scored all-time in D1 college basketball. Nike, who signed...
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February 13, 2024
Pixel is now the Official Mobile Phone of the National Women’s Soccer League
Google Pixel is teaming up with the National Women's Soccer League (NWSL), one of the fastest-growing leagues in professional sports, as its Official Mobile Phone. Pixel puts the best of Google’s AI, services and features in the palm of your hand, and now NWSL fans can use it to stay...
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February 5, 2024
Pinarello enter Women’s WorldTour for first time with Roland Cycling
The legendary Italian bike manufacturer Pinarello has made its first entry into the Women's WorldTour, with the Treviso-based brand announced as the official bike partner of Swiss WorldTeam Roland Cycling. The Italian bike manufacturer will supply bikes to Swiss Women's WorldTeam, who counts Olympic champion Anna Kiesenhofer amongst its ranks. GCN
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January 30, 2024
Brooks Announces Shoe Deal With Former Nike Runner Kara Goucher
Brooks on Monday announced a new footwear deal with Kara Goucher, the two-time Olympian and three-time NCAA Champion runner. The deal includes a footwear sponsorship as well as speaking engagement and athlete collaboration opportunities. It will kick off with the U.S. Olympic Marathon Trials in Orlando in February. Goucher, who...
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January 24, 2024
Smith eyes new partnership with Human Powered Health Cycling
Smith has confirmed its partnership with Human Powered Health (HPH) Cycling – a UCI Women’s World Tour team – becoming the official performance eyewear and helmet provider for the 2024-25 seasons. For use in training and competition, Smith has outfitted the team with its best-selling road helmet, the Trace, the aerodynamic Ignite helmet,...
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January 12, 2024
Women’s sport set to push US sponsorship revenue above ‘US$8bn’ in 2024
Last year, SponsorUnited found that the collective sponsorship revenue for US major professional sports outfits totaled US$6.7 billion. With leagues expanding overall inventory and offering entirely new categories, such as AR signage, there are plenty of opportunities that could appeal to new and existing advertisers. SP
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December 18, 2023
The WNBA Is Teaming Up With Women-Led Businesses
Finding the right partnership can be a slam dunk for a business--and women-led businesses are increasingly finding that partner in the Women's National Basketball Association. There's good reason for increased interest in the league; the WNBA audience has grown 43 percent year-over-year. More broadly, viewership of women's sports has surged in recent years, and...
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December 11, 2023
Inside the Larger Sponsorships and Rising Popularity of Women’s Golf
Alison Lee and Nasa Hataoka, who tied for second, each won $445,000. The big payday follows the rising popularity of women’s golf, and it’s a sign of the larger sponsor commitments supporting the earnings opportunities for professional women golfers. In 2024, the CME Group Tour Championship total purse will grow...
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October 24, 2023
Olivia Dunne’s Livvy Fund makes partnership with Accelerator Active Energy to deliver NIL deals for teammates
LSU gymnast and social media star Olivia Dunne’s "Livvy Fund" and Accelerator Active Energy announced a partnership on Tuesday that will deliver a first-of-its-kind NIL deal to several of her gymnast teammates. Accelerator Active Energy is the first brand to do NIL deals through the Livvy Fund, which will make eight different...
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October 17, 2023
Why Reebok Signing Women’s College Basketball Star Angel Reese Is a Major Statement for the Brand
During his college days, Shaquille O’Neal was a force on the court at LSU. For his first athlete signing as president of Reebok Basketball, he recruited a baller who is currently dominating at his alma mater. Today, Reebok announced that it has signed LSU women’s basketball star Angel Reese. This...
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October 12, 2023
KPMG extends with Women’s PGA through ’28
KPMG has made another major investment in women’s golf, extending its deal to title sponsor the KPMG Women’s PGA Championship through 2028. KPMG has been the title sponsor of the women’s major since the 2015 tournament. The deal was previously extended in 2017 and ran through this past summer’s event....
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October 6, 2023
NWSL Strikes 4-Year Media Deals With ESPN, Amazon, CBS and Scripps
The NWSL has reached agreements on its next round of media deals, divvying up league rights between ESPN, CBS, Amazon and Scripps. The deals run for four years, allowing the league to hit the market again directly after the 2027 World Cup. The league is emphasizing reach with its media deals. Spread between multiple linear and streaming...
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September 18, 2023
The story behind New Balance’s ‘Call Me Champion’ campaign for Coco Gauff
Last year, Gauff extended her New Balance contract after becoming the only active player in pro women’s tennis with a signature sneaker. And, at this year’s US Open, she laced up her shoe, the New Balance CG1, en route to winning her first career Grand Slam title. To celebrate the...
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September 6, 2023
UConn star Paige Bueckers signs multiyear deal with Nike
UConn women's basketball guard Paige Bueckers has signed a deal with Nike, the company announced Wednesday. "I am blessed and honored to announce my partnership with Nike," Bueckers said in a statement. "Joining the Nike family is a childhood dream come true. I can't wait to see what we accomplish...
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September 1, 2023
Spain’s Kissing Scandal Comes for Soccer’s Sponsors
Luis Rubiales, the president of the Spanish football federation who forcibly kissed star forward Jenni Hermoso on the lips after the Women’s World Cup final, has a multiplying list of enemies. If world soccer’s governing body, Spanish prosecutors, the government, the coaches, the players, their union or his own federation’s...
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August 17, 2023
Tennis World Champion Iga Swiatek Joins Team Visa as Newest Global Brand Ambassador
Visa has signed tennis champion Iga Swiatek to its roster of Team Visa athletes from around the globe, preparing to compete at The Olympic & Paralympic Games Paris 2024. In 2020, at the impressive age of 19, Swiatek made history as the first-ever Polish tennis player to win a Grand...
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August 17, 2023
After the Women’s World Cup, what’s next for brands in women’s sports?
The US women’s national soccer team might have missed its shot at a three-peat—aka winning three World Cups in a row—but that doesn’t mean momentum around women’s sports is slowing down. This summer’s Women’s World Cup not only had fans and brands around the world hyped about women’s soccer, but...
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August 14, 2023
New Balance Inks Stanford’s Brink As First Women’s Hoops Ambassador
Stanford basketball star Cameron Brink has signed with New Balance, becoming the first women’s basketball player to join the shoe and apparel company. Brink, a senior who averaged 15.1 points per game last season, will appear in ad campaigns for New Balance. FOS
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August 3, 2023
Nike is the brand with the most Women’s World Cup endorsements: report
A report from sports and entertainment intelligence platform SponsorUnited examined which Women’s World Cup players see the most brand love, based on an analysis of about 230 brands, 120 athletes, and 900 social posts between July 1 of last year and this year. Marketing Brew
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July 31, 2023
Adidas Signs Premier League-Record $1.15 Billion Manchester United Sponsorship With Increased Focus On Women’s Team
Manchester United will extend its jersey sponsorship with Adidas for another decade in a $1.15 billion deal, the club announced Monday—which is the largest shirt supplier deal in English Premier League history. FORBES
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July 26, 2023
Frito-Lay Extends Sports Access for 50,000 Girls Nationwide
Frito-Lay North America (Frito-Lay), a North American Tournament Supporter and the Official USA Snack of the FIFA Women's World Cup Australia & New Zealand 2023™, today announced it is expanding its "All-In with Frito-Lay" initiative through a $400,000 contribution to the Women's Sports Foundation (WSF), a national non-profit that expands access and opportunities for girls and...
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July 19, 2023
Changing the Norm: Oiselle Signs Four Female Distance Runners of Color
Prior to the July 6-9 USA Track and Field Outdoor Championships in Eugene, Oregon, women's apparel brand Oiselle announced the signing of four new athletes to its Haute Volee team, which is made up of rising elite and professional athletes. Graves was signed to the team, along with fellow steeplechaser...
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