SPONSORSHIP NEWS

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...

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...

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

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...

December 6, 2022

Polar Explorer Caroline Côté Makes Way to Hercules Inlet, Antarctica to Launch South Pole Expedition

VANCOUVER, CANADA (December 2022) /SPORTSWIRE WOMEN/ - Caroline Côté, a professional adventurer and endurance Helly Hansen athlete, is about to set off on her attempt to become the fastest woman to reach the South Pole on skis, in complete autonomy, 1130 km across Antarctica, in 36 days. The expedition, which...

December 2, 2022

PUMA announces title sponsorship of the Toronto Women’s Run Series

TORONTO, CANADA – December 2, 2022 /SPORTSWIRE WOMEN/ - The Toronto Women’s Run Series, the country’s largest women’s running series today announced global sports brand PUMA as the title sponsor of the race series. The multiyear deal will take effect January 1, 2023 and will position PUMA as the title...

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...

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...

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....

November 11, 2022

Carolina Athletics Announces Joe Van Gogh as First Women’s Soccer Season Presenting Sponsor

Carolina Athletics and its multimedia rightsholder, LEARFIELD’s Tar Heel Sports Properties, announced Joe Van Gogh as a new corporate partner and the first-ever presenting sponsor for the women’s soccer season. LEARFIELD

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

November 9, 2022

Women-Led Wednesday Reports a Record 650 Brands Banding Together to Inspire Conscious Shopping this Holiday Season

Sun Valley, ID (Nov. 9, 2022)/SPORTSWIRE WOMEN/ – Women-Led Wednesday announces the fifth installment of its annual shopping holiday created to encourage conscious consumerism in support of women-led brands, and this year, is excited to welcome more than 650 companies to its directory leading up to the holiday on Nov. 23,...

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...

November 2, 2022

Liv Announces Premier Sponsorship of The Tour De France Femmes AVEC Zwift

NEWBURY PARK, Calif. (Nov. 3, 2022) /SPORTSWIRE WOMEN/ - Liv, the company dedicated to getting more women on bikes, announced today it will continue as a major partner of the Tour de France Femmes avec Zwift for 2023. The company will remain the sponsor of the white jersey, signifying the...

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...

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

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...

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’...

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...

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...

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

October 25, 2022

Sponsors Announced for the Annual espnW: Women + Sports Summit

Today ESPN announced the roster of sponsors for the 2021 espnW: Women + Sports Summit, taking place November 1-3 at the Ojai Valley Inn in Ojai, Calif. Toyota returns for the tenth year as presenting sponsor. Google, New Balance, Gatorade, and Ally are also vital returning sponsors, with Meta joining...

October 25, 2022

Zoot Sports supports athlete Zeinab Rezaie who will be first-ever Afghan woman to toe the line at The IRONMAN 70.3 World Championship

/SPORTSWIRE WOMEN/ – Zeinab Rezaie will become the first-ever Afghan woman to start an Ironman World Championship on October 28, 2022, in St. George, UT. Zoot is proud to help support Zeinab by creating custom race apparel to meet Zeinab’s specific needs. With the help of the organization She Can...

October 21, 2022

Fieldwork Brewing Crafts Partnership with Olympic Swimming Medalist Ab

Berkeley, Calif. /SPORTSWIRE WOMEN/ - Fieldwork Brewing Company announces its partnership with two-time Olympian and four-time Olympic medalist Abbey Weitzeil as she trains to quality for her third U.S. Olympic Team. Fieldwork Brewing supports the acclaimed swimmer on her road to the Paris 2024 Summer Olympics, recognizing her relentless training...

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