Building Brands Through Women’s Sports: Three WNBA Deals To Watch

As the women’s sports market races towards its projected $1 billion valuation by 2024, New Balance, Togethxr, and a coalition of media giants including ESPN and Amazon are setting new standards in sports marketing. Their recent moves exemplify the principles of KickGlass Marketing—a framework that transforms social well-being initiatives into tangible business success while propelling women’s sports forward.

The message to marketing leaders is clear: the future of sports marketing is female, and the playbook is being rewritten. Let’s break down how these game-changing deals are not just ticking boxes, but kickin’ glass and taking names.

Challenges and Opportunities in Women’s Sports

Despite recent progress, women’s sports continue to face significant challenges:

• Underfunding and resource inequality compared to men’s sports
• Media coverage disparity, impacting visibility and revenue
• Lack of diverse role models across various sports
• Persistent gender stereotypes and bias

These groundbreaking partnerships are addressing these issues head-on:

• Providing crucial funding and resources
• Enhancing media visibility and coverage
• Building and promoting strong female role models
• Challenging stereotypes by showcasing athletes’ skill and dedication

Additionally, these collaborations promote a more inclusive sports environment by prioritizing diversity, supporting grassroots initiatives, and advocating for policy changes.

These partnerships offer a blueprint for brands to simultaneously drive business growth and contribute to solving systemic issues in sports and society at large

New Balance and WNBA: A Slam Dunk for Community and Empowerment

New Balance’s multi-year partnership with the WNBA exemplifies the KickGlass Marketing Playbook, driving both brand growth and social impact. This alliance positions New Balance as a leader in inclusive athletic wear, potentially boosting sales of women’s basketball footwear and apparel while cultivating a loyal customer base through community engagement and youth programs.

This partnership embodies the KickGlass CARES model for social well-being:

1. Community: New Balance will activate the partnership through events, youth clinics, and fan engagement activities, creating an inclusive community around women’s basketball.
2. Agency: Collaborating with WNBA players on product development gives athletes a voice in the creation process, promoting ownership and empowerment.
3. Recognition: The partnership elevates the visibility of women’s basketball and its athletes.
4. Empowerment: By supporting the WNBA, New Balance contributes to the growth of women’s sports and creates more opportunities for female athletes.
5. Security: The long-term nature of the partnership provides consistent support and resources for the league and its players.

This strategic alliance goes beyond traditional sponsorship, demonstrating New Balance’s authentic commitment to women’s sports. By creating genuine connections with athletes and fans, the brand not only drives business growth but also contributes to positive societal change, setting a new standard in sports marketing.

Togethxr and Golden State Valkyries: Storytelling Meets Social Change

The partnership between the Golden State Valkyries, a WNBA expansion team set to debut in 2025, and Togethxr, the multimedia company co-founded by WNBA legend Sue Bird, exemplifies the KickGlass Marketing Playbook in action. This collaboration demonstrates how brands can create social change while driving business growth in women’s sports.

For Togethxr, this alliance offers significant opportunities:

1. Business Growth:

• Expand audience reach and develop new products (e.g., “Valkyrie Violet” merchandise)
• Position as a leader in the women’s sports media landscape

1. Social Impact:

• Challenge stereotypes through authentic storytelling and representation
• Promote gender equality and address issues like pay disparity
• Inspire and empower young girls through community engagement

The partnership will focus on:

• Creating compelling narratives that highlight female athletes’ journeys
• Engaging the local community through youth programs and fan events
• Increasing visibility for women’s basketball and addressing media coverage disparities

By leveraging Togethxr’s storytelling expertise and the Valkyries’ platform, this collaboration aims to build a strong, inclusive community around women’s sports while driving meaningful social change. The partnership’s emphasis on authentic representation and community engagement aligns perfectly with the principles of KickGlass Marketing, setting a new standard for purpose-driven sports partnerships.

WNBA’s Media Rights Deal: Amplifying Visibility and Economic Growth

The WNBA’s recent $2.2 billion media rights deal with ESPN, Amazon, and NBC marks a watershed moment for women’s sports. This 11-year agreement quadruples the league’s annual media revenue from $50 million to $200 million, with potential to reach $110-$115 million annually when including additional packages.

Key Impacts:

1. Business Growth:

• Increased visibility attracting new fans and sponsors
• Higher revenue enabling investment in player salaries, marketing, and team development
• New revenue streams from merchandise, ticketing, and digital content

1. Social Change:

• Reducing pay disparities between male and female athletes
• Elevating the status of women’s basketball
• Inspiring young girls to pursue athletic dreams

1. Enhanced Visibility:

• Increased game coverage through prime broadcast slots and streaming options
• Broader audience reach, elevating the league’s profile

1. Long-Term Commitment:

• Multi-year deal ensures sustained investment in the WNBA’s growth
• Creates a thriving, sustainable women’s sports ecosystem

This landmark deal exemplifies how strategic media partnerships can amplify the reach and impact of women’s sports, a key tenet of the KickGlass Marketing Playbook. Coupled with record-breaking viewership, it heralds a promising future for women’s basketball in the broader sports landscape.

By providing unprecedented financial resources and media exposure, this deal not only drives significant business growth but also contributes to broader social change, setting a new standard for women’s sports partnerships.

Conclusion: A New Era in Women’s Sports Marketing

These groundbreaking deals mark a transformative moment in women’s sports marketing, showcasing a shift from mere sponsorships to strategic, long-term investments that emphasize community building, athlete empowerment, and authentic representation while driving business growth.

For CMOs, these partnerships offer valuable insights into engaging effectively with the growing women’s sports market. Success in this arena requires genuine connections with athletes and fans, driving social impact, and contributing to the overall growth of women’s sports. As the industry approaches a projected $1 billion valuation, these deals set a new standard for brands to drive business growth and societal change simultaneously.

Brands that recognize and act on this trend will lead in the evolving landscape. Long-term partnerships that authentically align with brand values and target audiences, measured by social impact and brand perception alongside traditional ROI, will be crucial.

The future of sports marketing is increasingly female-focused, and those who engage authentically and commit long-term will shape this dynamic industry, creating new opportunities for brands, athletes, and fans alike. The message is clear: authentic engagement in women’s sports is not just ethical—it’s a smart business strategy.