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.-
December 22, 2022
The top ten highest-paid women in sport in 2022
A new generation of marketable female sports stars is now maturing and making millions of dollars. In fact, eight of the top-earning female athletes in 2022 earned at least $10 million, which is more than double the number from a year ago and the most females to reach that milestone since...
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December 21, 2022
Why You Should Care About High School Athletes Earning NIL Money
Since the NCAA rolled out its Interim NIL policy in July 2021, male and female student athletes have benefited from individual and team-wide endorsement deals with major brands. This has caused a tilt in the competitive balance in favor of high schools, universities and NCAA conferences sitting in NIL-friendly states,...
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December 15, 2022
Sports sponsorships for women athletes grew 20% in 2022
It was a boom year for sports sponsorships, especially for women athletes. Sponsorship deals for female athletes grew 20% year-over-year in 2022, according to sports and entertainment intelligence platform SponsorUnited. Brands leveraged these partnerships through digital channels, including social media, where sponsorships of women athletes saw a 70% boost in...
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December 13, 2022
Eight things we learned about sports sponsorship and marketing in 2022
SportsPro features editor Sam Carp reflects on some of the stories and trends that have shaped 2022. ...It’s also a time for reflecting on the year gone by. So, in keeping with that festive spirit, I thought I’d turn my last newsletter of 2022 into a list of things we’ve...
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December 12, 2022
Women’s Super League chiefs to reopen talks about external funding
Top football executives are to kick off a fresh search for external funding for the Women's Super League (WSL) amid soaring domestic and international interest in the sport. Sky Sports
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December 8, 2022
Aflac Partners With Championship Coach Dawn Staley To Bolster Player and Fan Experience During NCAA(R) Division 1 Women’s Basketball Championship
Aflac Incorporated, a leading provider of supplemental health insurance in the U.S., announced plans to boost its support for the upcoming NCAA® Division 1 Women's Basketball Championship in an effort to draw attention to funding gaps that exist in women's athletics. As part of its 2023 March Madness® spend, Aflac...
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November 29, 2022
UConn women’s basketball stars Paige Bueckers and Azzi Fudd announce NIL deals with Nerf
UConn women's basketball stars Paige Bueckers and Azzi Fudd announced name, image and likeness deals with Nerf by posting a video on social media in which the two competed in a challenge using Nerf toys. Bueckers posted the video on her Instagram story and on Twitter Monday night. Instead of...
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November 24, 2022
Manchester City Women And The Fold Announce New Long-Term Partnership
Manchester City's have become the first Barclays Women's Super League side to partner with a British womenswear brand. The Fold will be the Official Formalwear Partner of Manchester City Women, providing access to a selection of quality tailoring, including the bestselling Clever Crepe performance suits for when the players need...
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November 15, 2022
Hockey Canada loses CAN$23.5m in sponsorships amid sexual assault fallout
Since the allegations emerged, a host of commercial partners have either paused or withdrawn sponsorship funds for Hockey Canada since the allegations emerged. The likes of Scotiabank, Tim Hortons and Telus, for example, have decided not to fund any men’s hockey programme run by the organisation for the 2022/23 season....
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November 9, 2022
New Endorsements for College Athletes Resurface an Old Concern: Sex Sells
Female college athletes are making millions thanks to their large social media followings. But some who have fought for equity in women’s sports worry that their brand building is regressive. NY Times
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November 3, 2022
The U.S. Olympic and Paralympic Governing Body Getting Into NIL
On Wednesday, the organization announced it had launched a name, image, and likeness collective called “Watch Us Thrive.” It’s the first U.S. Olympic and Paralympic governing body to dive into NIL. The collective is “another aspect of USA Triathlon’s collective dedication to ensuring women’s triathlon as a NCAA Championship Sport...
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November 2, 2022
U.S. Soccer scores seven-figure renewal with Allstate
U.S. Soccer today will announce a multiyear extension of its partnership with insurance company Allstate. SUM, the commercial arm of MLS, facilitated the extension, which is worth seven figures annually. SUM will continue to represent U.S. Soccer’s commercial interests through the end of 2022, when the governing body is scheduled to...
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November 1, 2022
Snapchat Renews Content Partnership With Sky Sports UK to Include Premier League, Women’s Super League Soccer Highlights, Talk Shows, More
Snapchat and Sky Sports UK have renewed a content deal that will now include short-form video clips from the Premier League, the Women’s Super League and the UK’s soccer version of Monday Night Football. Sporttechie
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November 1, 2022
CLIF® Announces CLIF CORPS Partnership with World-Renowned Gymnast Sunisa Lee and the VOICEINSPORT Foundation
Clif Bar & Company announced a partnership with champion gymnast and collegiate athlete Sunisa “Suni” Lee and nonprofit organization VOICEINSPORT Foundation to help close the opportunity gap in sports and support women at critical development stages of their sports journey. CLIF is pledging funds to accelerate the VIS Advocacy Program and...
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November 1, 2022
Coco Gauff ties up New Balance extension
US tennis star Coco Gauff has signed a long-term extension to her endorsement deal with sportswear brand New Balance. Gauff first signed with the Boston-based company in 2018, when she was only 14 years old. The renewal will be marked with the launch of a new ‘All in the Family’...
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November 1, 2022
Fortune 500s overinvest in NWSL: ‘If this scares a partner, they’re not the right partner’
The National Women's Soccer League championship became the most-viewed game in league history Saturday, averaging 915,000 viewers for the first primetime NWSL title game on CBS. The viewership smashed previous numbers, increasing 71% from the 2021 championship, according to CBS Sports. It was also the most-streamed NWSL game for the company's streaming service, Paramount+. USA...
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October 31, 2022
Women’s Soccer Continues to Grow, Drawing More Investors
Setting the Pace — FIFA’s benchmarking report covering women’s soccer — found that the number of women’s leagues with title sponsors has risen 11% from 2021 to 77%, while the roster of leagues securing broadcasting revenue grew from nine to 10. FIFA’s second edition of the report, which analyzes 30 leagues and 294 clubs, also revealed...
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October 31, 2022
Jordan Brand’s First NIL Athlete is Kiki Rice
Jordan Brand has tapped basketball player Kiki Rice as its first-ever NIL signing. The 18-year-old, incoming University of California, Los Angeles (UCLA) freshman’s partnership with Jordan marks her ability to monetize her name, image and likeness (NIL), first established for college athletes as of July 2021. FN
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October 21, 2022
LPGA Tour experiences massive brand partnership growth in 2022, according to report
According to a study from marketing and advertising company SponsorUnited, the LPGA Tour led all women’s sports leagues with 940 brand deals in 2022. That number represents a 30% increase in overall brand deals year-over-year for the league, with an 18% rise in new brand partnerships. Golf.com
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October 19, 2022
EA Sports to invest $11m in women’s soccer
EA Sports announced that it will be investing $11 million in women's soccer via its Starting XI Fund. The initiative intends to grow the sport as it will fund in-game, league, club and athlete investments. Next year, the gaming firm said that it will also invest in a women's football...
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October 19, 2022
LPGA’s LA Championship purse will double to $3 million in 2023 with addition of new sponsors
The purse at the LPGA stop at Wilshire Country Club will double in 2023 to $3 million thanks to new title and presenting sponsors. The LPGA and Outlyr have announced that the newly renamed JM Eagle LA Championship presented by Plastpro will take place April 27-30 with a field of...
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October 14, 2022
Vizzy Becomes Official Hard Seltzer of the PWHPA
Vizzy Hard Seltzer and the Professional Women’s Hockey Players Association (PWHPA) announce a new partnership to help support the upcoming season for top women’s hockey players. The first event in the Secret® Dream Gap Tour began in Montreal. The partnership includes seltzer exclusivity and rights to marks, visibility assets such...
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October 14, 2022
Women’s sport sponsorships increase 20% in 2022
The 2022 Women In Sports Report, which analysed partnerships for collegiate and professional sports across teams and individual athletes, found that finance brands – already the most active sponsorship category among women’s sport – increased their sponsorship activity by 30 per cent YoY. Completing the top three were apparel and accessories, and...
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October 13, 2022
Gatorade® Canada Partners with The PWHPA For Upcoming Season
Gatorade® Canada, the leader in sports fuel, announces a new partnership deal with The Professional Women’s Hockey Players Association (PWHPA) on their upcoming 2022-23 season kicking off with the Secret® Dream Gap Tour on October 14th in Montreal. This partnership further supports Gatorade’s mission to invest in areas that fuel sports...
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October 12, 2022
WNBA and BreakAway announce partnership
The WNBPA and BreakAway Data have announced a partnership that will allow gamers to use the BreakAway app to commercialize, collect, control and store their data, the two sides announced on Monday. BreakAway app features include data related to GPS/tracking, biomechanics, sensors, wearables, and sleep/rest. USA Sports
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