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 14, 2022
CarMax Announced as Official Auto Retailer of the National Women’s Soccer League
The National Women's Soccer League and CarMax , the nation's largest buyer and seller of used cars, announced today a multi-year partnership. CarMax is now the Official Auto Retailer of the NWSL - the first in league history - and will serve as the presenting sponsor of the NWSL Shield,...
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July 8, 2022
Women & Sport: Female college athletes are early winners in first year of NIL
NIL has permanently altered the college sports landscape, rushing in a new form of amateurism for student-athletes across the board. And though plenty will continue to change in the years to come with NIL, so far female athletes have been early winners, reaping the benefits of endorsement deals. North Jersey
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July 4, 2022
US Sprinter Abby Steiner Signs Largest Women’s Professional Contract from NCAA
Newly crowned US 200m champion, Abby Steiner Originally from the University of Kentucky, he just turned professional ahead of the World Championships. Steiner is reported to have signed a $ 2 million contract with Puma. This deal from Puma is reportedly the best professional deal for NCAA women. EMNETRA
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July 4, 2022
U.S. sprinter Abby Steiner signs biggest female pro contract out of NCAA
The newly crowned U.S. 200m champion, Abby Steiner from the University of Kentucky, has just turned pro ahead of the World Championships. Steiner has reportedly signed a $2 million contract with Puma, per @SacKenny/Twitter. This contract from Puma is reportedly the highest professional contract for a female out of the...
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June 30, 2022
Paige Bueckers Unveils New Custom Gatorade Bottle
Last November, Paige Bueckers became the first college athlete to sign with Gatorade. The deal was a multi-year partnership advertised as a way to “drive impact on the women’s game.” Now, we finally know what the brand’s first work with Bueckers looks like. Forbes
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June 28, 2022
UConn women’s basketball star Paige Bueckers unveils multiathlete collection with Gatorade
Gatorade unveiled its first collaboration with UConn women’s basketball star Paige Bueckers, which features her in the brand’s multiathlete bottle collection alongside Trevor Lawrence, Fernando Tatis Jr. and Sydney McLaughlin, the company announced Tuesday. Bueckers signed a name, image and likeness deal with Gatorade in November, becoming the company’s first...
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June 16, 2022
Angel City Announces Charlotte’s Web as Official CBD Partner
The partnership with the market-leading pioneer of the CBD industry—known as the world’s most trusted hemp extract—was inspired by a shared interest in wellness solutions and driven by the purpose-focused mission of both organizations. Through the Angel City Sponsorship Model, where 10% of each ACFC sponsorship is reallocated back to...
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June 9, 2022
Fanatics signs deal on college sports cards with 100 schools after Supreme Court ruling allows student athletes’ faces to be monetized
In recent months, Fanatics has quietly gone around the nation to negotiate these arrangements school by school in an effort to muster a comprehensive NCAA lineup. It also signed agreements with more than 200 student-athletes, such as Alabama quarterback and Heisman Trophy winner Bryce Young and South Carolina basketball star Aliyah...
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June 7, 2022
Media Rights for Most-Watched Women’s Single-Sport Event Up for Grabs
FIFA continues to capitalize on the growing interest in women’s sports. Last week, soccer’s governing body launched an invitation to tender for the sale of media rights to the 2023 Women’s World Cup to France, adding to the 38 European and Central Asian territories it invited in April. Front Office Sports
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June 4, 2022
WNBA shining example of how investments in women’s sports continue to grow
The league, like most women’s sports organizations, is experiencing record growth. More people are watching. The league’s 2022 draft averaged 403,000 viewers, or 20% more than last year. That's picking up on the increase in overall viewership from last season. USA Today
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June 2, 2022
Brands Show Up in Unique Ways at Women’s College Softball World Series
NCAA partners including Capital One, Coca-Cola and Buffalo Wild Wings head to Oklahoma City as attendance and ratings rise. Cups fashioned into hats, halos and headsets gave Coca-Cola's Powerade huge visibility during the NCAA's Women's College World Series. Adweek
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June 1, 2022
Disney Locks in 3 Key Sponsors for ESPN’s Fifty/50 Title IX Initiative
Disney Advertising Sales is kicking off the 50th anniversary of Title IX with its sweeping Fifty/50 initiative, signing on Champion, Gatorade and Google as sponsors. Title IX, signed into law in June 1972 as part of the Education Amendments, is a federal law that prohibits discrimination on the basis of...
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June 1, 2022
Gatorade Dropping NHL to Focus on College, Women’s Sports
Pepsi is shifting its focus from the biggest U.S. sports leagues to college athletes, women’s sports, and the metaverse. Months after declining to renew its sponsorship deal for the Super Bowl Halftime Show, the company is making the same decision for Gatorade’s affiliation with the NHL. FOS
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May 31, 2022
Michelle Wie West partners with LA Golf, forms initiative aiming to support LPGA players
Michelle Wie West will lead a new women's partnership initiative with golf equipment company LA Golf, aiming for equitable and fair support on and off the course for LPGA players. Pledging to treat women golfers in the same respect as their male counterparts, LA Golf will provide its LPGA partners...
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May 31, 2022
World No. 1 amateur Rose Zhang becomes first student-athlete to sign NIL contract with Adidas
World No. 1 amateur Rose Zhang became not only the first college golfer, but the first student athlete to sign an NIL (Name, Image, and Likeness) deal with Adidas. The announcement came Tuesday, just in time for the 19-year-old’s fourth U.S. Women’s Open appearance. Last week the Stanford freshman also...
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May 26, 2022
Golfer Michelle Wie West Announces Plans to Step Away from LPGA Tour
Golf star Michelle Wie West is stepping away from the LPGA Tour full-time after 2023. Wie West, 32, penned a thoughtful message to her social media followers on Thursday morning, confirming her decision. Yahoo Sports
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May 25, 2022
Angel City partners with Tigres Femenil for first NWSL partnership with Liga MX
The partnership will include two friendlies, the first at Banc of California Stadium in Los Angeles on Aug. 10 and the second in Monterrey, Mexico, next season. The organizations also will cooperate in other endeavors, engaging ideas on best practices in sport and on issues of business and social responsibility....
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May 24, 2022
Ascensus Becomes Newest Sponsor of LPGA’s Epson Tour, Will Sponsor ‘Race for the Card’
The LPGA’s Epson Tour and Ascensus announced a three-year partnership Tuesday at a press conference at Newport Group’s Orlando office. Ascensus will sponsor the Epson Tour’s "Race for the Card," which awards the top 10 players on the money list with an LPGA card for the following season. SI
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May 22, 2022
Coinbase Sponsorship Draws Criticism From WNBA Fans Amid Market Collapse
The Women’s National Basketball Association (WNBA) is one of America’s most popular sports leagues. Still, many basketball fans were upset about their league partnering with a crypto exchange company, Coinbase, amid a market crash. Last October, the US crypto brokerage rapidly inking more sponsorships across pro sports became an official...
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May 16, 2022
Nike signs Rachel Heck as first NIL golfer
Nike has signed Stanford University’s Rachel Heck as the US sportswear brand’s first name, image and likeness (NIL) golf athlete. Heck currently sits third in the World Amateur Golf Rankings and her notable wins include the 2021 individual National Collegiate Athletic Association (NCAA) division one Women’s Golf Championship. The Tennessee...
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May 12, 2022
Overtime Partners with Gatorade and Paige Bueckers on Women’s Basketball Showcase
Overtime, the leading brand for the next generation of sports fans, announced today its partnering with Gatorade on a two-day basketball experience in Atlanta. PR Web
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May 6, 2022
WNBA 2022 commercial guide: Every franchise, every sponsor, all the major TV deals
As interest in the premier North American women’s basketball competition continues to surge, an expanded schedule of 36 games per team will mark the league’s longest ever season as it looks to capitalise on its growing popularity. The 2022 campaign will also see the introduction of a tweaked playoff format, which now includes best-of series in each round of the...
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May 6, 2022
NWSL lands multimillion dollar UKG title sponsorship for Challenge Cup
The National Women’s Soccer League (NWSL) has named HR, payroll and workforce management company UKG as the first-ever title sponsor of the Challenge Cup. The multi-year, multimillion dollar deal will see the prize pot for the season-opening tournament increase tenfold this year and then double again in 2023. SP
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May 3, 2022
Heineken Corrects Online Sports Statistics to Tackle Gender Bias in Soccer
Heineken, which last year expanded its UEFA sponsorship to the women’s game, is on a mission to tackle gender bias affecting soccer players and fans. The campaign marks a new direction for Heineken’s 25-year UEFA sponsorship and will run across both men’s and women’s matches. Adweek
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May 3, 2022
Sponsors Announced for espnW Summit NYC
Today ESPN announced the roster of sponsors for The espnW Summit NYC. The one-day event will gather a distinctive group of leaders and change-makers at the intersection of sports, business, and entertainment for a day of conversation and reflection about the women + sports space. ESPN
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