New Balance is making a major play in women’s sports. The athletic apparel giant announced today a multi-year partnership with the Women’s National Basketball Association (WNBA). This strategic move positions New Balance as an official WNBA partner and marks a significant expansion of its presence in basketball.
“Empowering female athletes”
The deal, which comes on the heels of an exciting WNBA draft, will feature Los Angeles Sparks rookie and New Balance athlete, Cameron Brink, in a prominent role. The four-time NCAA All-American became the first female basketball player on the New Balance roster. She will be featured in various marketing campaigns and initiatives.
“We’re thrilled to join forces with the WNBA,” said Jess Vassall, New Balance Head of Global Partnerships. “This partnership aligns perfectly with our commitment to empowering female athletes and inspiring the next generation.”
Unprecedented growth
This partnership comes at a pivotal moment. The WNBA is experiencing unprecedented growth, helped in part by the popularity of rising stars like Indiana Fever rookie Caitlin Clark. The league is now averaging 1.2 million viewers per game with attendance up 16% from last season.
“New Balance is a perfect fit for the WNBA,” said Colie Edison, WNBA Chief Growth Officer. “Their dedication to athletes and community aligns with our core values. Together, we’ll work to elevate women’s basketball and create positive change.”
New Balance joins Adidas, Nike, Puma and Under Armour as a league partner. The WNBA does not have an exclusive footwear partner, but only league sponsors are permitted to display their logos on court. Financial terms of the deal were not disclosed.
Women’s category: new brand battleground
As New Balance joins the ranks of other major sports brands involved in the WNBA, the competition for athlete endorsements and market share is heating up. Brands have a reason to be excited about the women’s game. A 2023 study by RBC and Wasserman found that fans of women’s sports are 54% more aware of women’s sports sponsors—and 45% more likely to consider to purchasing from sponsor brands—than fans of men’s sports. With a focus on grassroots initiatives and authentic storytelling, New Balance aims to carve out a unique position in women’s sports. The Boston-based company reported worldwide sales of $6.5 billion last year, up 23% from 2022. For the last three years, the brand has seen double-digit growth globally across footwear and apparel.
