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.-
July 11, 2023
Google Extends WNBA Changemakers Partnership Through 2025
Google is extending its marquee partnership with the league through 2025 as the popularity of women’s basketball continues to grow exponentially. The announcement comes just ahead of Saturday’s WNBA All-Star Game, in primetime for the first time. The tech giant, one of the first WNBA Changemakers—a partnership and sponsorship program...
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July 11, 2023
Without These Sponsors, the Tour de France Femmes May Never Have Happened
According to Zwift’s Director of Women’s Strategy Kate Veronneau, several high-ranking employees at the California-based company had been in talks with Tour de France organizer, Amaury Sport Organization, or ASO, when the pandemic struck. And so, the first Tour de France Femmes was born in 2020, albeit virtually. The race...
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July 6, 2023
Study: LPGA sponsors gain up to 400% return on their investment
Brands that sponsor the Ladies Professional Golf Association (LPGA) are found to have gained up to a 400 per cent return on their investment, according to a report from SponsorUnited. The LPGA Marketing Partnerships Report for 2022/23 produced by the sponsorship data and advertising services firm found that the number of...
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June 29, 2023
Mystics announce jersey patch sponsorship with CarMax
On Monday, the Washington Mystics announced that CarMax, a used auto retailing brand headquartered in Richmond, is their jersey patch sponsor for the 2023 and 2024 WNBA seasons. It builds on an existing partnership where CarMax is the official user auto retail provider for Monumental Sports & Entertainment. SB Nation
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June 28, 2023
Florida track and field star makes history with Nike
Parker Valby, the 2023 NCAA 5,000m champion from Florida, has signed a groundbreaking Name, Image, and Likeness (NIL) deal with Nike. With this agreement, Valby becomes the first female track and field athlete to secure am NIL deal with the renowned U.S. sportswear giant. Canadian Running
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June 19, 2023
Disney is pitching advertisers on a new framework for women’s sports sponsorships
Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more—and more intentionally—on women’s sports content. The initiative, called Level Up, asks brands to commit a certain amount of spend to women’s sports content via espnW across all the platforms where it has...
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June 14, 2023
Some college female athletes are delaying their pro careers. Thank NIL
The promising state of NIL in college women’s basketball has some athletes going as far as delaying their pro careers. That’s because in college, some athletes have the potential to earn more than they’d earn in the WNBA. North Jersey
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June 9, 2023
EF Pro Cycling Is Doubling Down, Announcing Their Own Women’s WorldTour Team
Despite all the recent strides in women’s cycling, last month was still a tough one for the pro women’s peloton. When Silicon Valley Bank declared bankruptcy, the ripples were felt even in the cycling world, where one of the longest running women’s teams—EF Education-Tibco-SVB—had to scramble to find another title sponsor for...
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May 26, 2023
Google becomes official sponsor of German women’s team
The German FA (DFB) has signed a three-year deal with Google to become the official sponsor of the national women’s team with its Google Pixel brand. Google will have a set of digital rights, in particular in social media, and is committing to use its digital technology to increase the...
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May 26, 2023
Commissioner Cathy Engelbert Sees NIL As ‘Huge Positive’ For WNBA
Commissioner Cathy Engelbert told Front Office Sports in an interview that NIL has been a “huge positive” for the WNBA and women’s sports. While LSU gymnast Olivia Dunne ranks first among On3’s women’s NIL earnings list, college basketball players account for ten of the top-15 spots. “If you look at...
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May 23, 2023
Lululemon to sponsor ‘ultramarathon’ for women
Lululemon is launching an initiative that will put a spotlight on female athletes. Called Further, the initiative is designed to demonstrate how far women can go when they are supported with resources and product innovations typically reserved for men, the company said. It will culminate in a six-day, "first-of-its-kind" ultramarathon...
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May 19, 2023
Under Armour Signs WNBA Ballers Diamond Miller, Laeticia Amihere and Marina Mabrey
Under Armour announced it has signed Minnesota Lynx guard Diamond Miller, the No. 2 pick in the 2023 WNBA Draft, and the No. 8 pick Laeticia Amihere of the Atlanta Dream. Also, Under Armour has added veteran sharpshooter Marina Mabrey of the Chicago Sky to its roster. FN
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May 17, 2023
CarMax expands WNBA sponsorship, becomes ‘Changemaker’
CarMax will remain as the official auto retailer of the WNBA and NBA and the presenting partner of WNBA Tip-Off. CarMax will work on driving brand awareness of the league and its players through player visibility in sponsorship ads, host annual personal brand building sessions with players, and collaborate with...
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May 9, 2023
WNBA No. 1 Pick Aliyah Boston Signs With Adidas
Aliyah Boston, the newest member of the Indiana Fever, has signed an endorsement deal with Adidas. The German sportswear giant announced today it has added the no. 1 overall pick at the 2023 WNBA Draft to its roster of athletes. FN
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April 26, 2023
World Champion Torri Huske Signs With WME Sports for NIL Representation
2022 world champion and Tokyo Olympic medalist Torri Huske has signed with WME Sports for a NIL representation. Huske, a rising junior at Stanford University, will remain in college and compete in the NCAA as her deal falls under the NCAA’s NIL (name, image and likeness) agreement that started in July 2021....
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April 14, 2023
NCAA March Madness generates $174m in sponsor media value for brands
Television broadcasts of the Final Four of ‘March Madness’, the NCAA men’s and women’s college basketball tournaments, generated $174 million in sponsor media value (SMV), according to a new report. Sportcal
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April 13, 2023
NWSL sponsor increases Challenge Cup prize pool to $1 million
The NWSL Challenge Cup once again will offer an increased payout. Challenge Cup partner UKG has committed $1 million in prize money to the tournament, which will be distributed among the four teams to reach the semifinals. The tournament will run concurrently with the regular season for the first time,...
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April 11, 2023
Visa Adds 33 Players to Sponsor Roster Ahead of Women’s World Cup
The sponsorship provides crucial financial support for many of the athletes involved given the large discrepancies that remain between FIFA’s World Cup prize pools for the men’s and women’s tournaments. The $110 million to be divided between this summer’s participants marks a major jump over the $30 million awarded in...
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April 4, 2023
Where Are the Beauty Sponsorships in Women’s Basketball?
On April 2, the NCAA Women's Basketball National Championship game aired to much fanfare. With 9.9 million people watching from all over the country, according to The Athletic, Louisiana State University beat the University of Iowa by 17 points. The conversations that followed were about sportsmanship, double standards, and even...
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March 28, 2023
Women’s Sports Network signs sponsor deal with Michelob Ultra as the network continues to expand OTT approach
The fledgling Women’s Sports Network — the streaming platform that claims it is to women athletes what the NFL Network is to football players — just had its OTT risk pay off. Only five months after its launch, the free ad-supported streaming television (FAST) channel announced on Tuesday its first-ever...
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March 23, 2023
Why PepsiCo’s women’s soccer sponsorship is about more than signage
Mark Kirkham, senior vice president and CMO of international beverages, discussed why sponsors should invest in ways that elevate the sport. Marketing Dive
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March 14, 2023
2023 Women’s March Madness Ad Inventory Sells Out
On Tuesday, ESPN announced that it had filled all “in-game sponsorship opportunities” for the women’s tournament. Theresa Palmieri, VP of Disney Advertising Sports Brand Solutions, said that advertisers have “flocked to these offerings.” In total, ESPN has galvanized 15 broadcast sponsors and close to 100 advertisers, from Aflac and Under...
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March 13, 2023
Women’s Tennis Association Secures $150M Investment
The Women’s Tennis Association (WTA) announced that CVC Capital Partners, the global private equity firm, had become a commercial partner after making a $150 million investment that would give CVC a 20 percent stake in a new commercial subsidiary named WTA Ventures. SGB Media
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March 9, 2023
Women’s Tour announces 2023 route with ‘urgent’ call for sponsors
Women’s Tour organiser SweetSpot has stated that the race is in "urgent" need of additional commercial income for the 2023 edition. The revelation came as the route of this year’s event was announced on Thursday. After featuring six stages in recent years, the Women's Tour returns to a five-day format...
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March 8, 2023
Milk Aims to Sponsor Every Woman Running a Marathon This Year
A powerful, experiential initiative, 26.2 is not only a commitment to sponsor this year's female marathon runners but an effort to generate awareness for the many gender inequalities in sport. As part of the campaign, Milk is launching the Every Women Sponsored Fund in a continued partnership with Girls on...
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