In recent years, women’s sports have experienced a transformative surge in sponsorship investments, reflecting a broader recognition of their commercial potential and societal impact. 2025 has been particularly notable, with several landmark sponsorship deals underscoring this upward trajectory. These partnerships not only provide financial support but also contribute significantly to the growth, visibility, and professionalization of women’s sports.
1. Portland Thorns and Ring
In February 2025, the Portland Thorns of the National Women’s Soccer League (NWSL) secured a groundbreaking front-of-kit sponsorship with Ring, a home security company owned by Amazon. This deal is reportedly the most lucrative in NWSL history, surpassing Bay FC’s previous $2.5 million annual agreement with Sutter Health. The partnership aims to enhance fan engagement through various initiatives, including placing Ring products in Providence Park and the Thorns’ training facility, and supporting community programs that promote women in soccer.
2. Unrivaled Basketball League and Under Armour
The Unrivaled basketball league, a new women’s 3-on-3 league, announced Under Armour as its official uniform partner and performance outfitter in December 2024. Under Armour will provide performance apparel and accessories, offering players without conflicting brand deals access to their footwear line and opportunities to create custom merchandise. This partnership underscores Under Armour’s commitment to supporting women’s sports and contributes to the league’s credibility and appeal.
3. Unrivaled and Ally Financial
In July 2024, Ally Financial became Unrivaled’s first and founding brand partner, serving as the jersey sponsor. This collaboration highlights Ally’s dedication to promoting gender equity in sports and provides substantial financial backing to the league, facilitating its growth and operational stabili
4. Unrivaled and Sephora
Sephora joined Unrivaled as the exclusive beauty sponsor in January 2025. This partnership integrates beauty resources into the league’s offerings, promoting confidence and self-expression among athletes. Sephora’s involvement also reflects the increasing intersection of sports and lifestyle branding, broadening the appeal of women’s sports to diverse audiences.
5. Unrivaled and Samsung Galaxy
Samsung Galaxy became the presenting and official technology partner of Unrivaled in January 2025. This collaboration emphasizes the integration of cutting-edge technology in sports, enhancing the fan experience and providing players with advanced technological support.
6. Unrivaled and Wilson Sporting Goods
In December 2024, Wilson Sporting Goods was announced as the official ball manufacturer for Unrivaled. This partnership ensures high-quality equipment for the league and aligns Unrivaled with a reputable brand in sports manufacturing, enhancing its professional image.
7. Unrivaled and Miller Lite
Miller Lite joined Unrivaled as the official beer partner for the 2025 inaugural season. This sponsorship reflects the league’s appeal to major brands and creates a vibrant and engaging atmosphere for fans.
8. Unrivaled and VistaPrint
VistaPrint was announced as the presenting partner of the Mist Basketball Club and the league’s official print and design partner in January 2025. This collaboration supports the league’s branding and marketing efforts, ensuring a strong visual identity.
9. Unrivaled and IcyHot
IcyHot signed on as the official recovery partner of Unrivaled in January 2025. This partnership focuses on athlete wellness and recovery, highlighting the league’s commitment to player health and performance.
10. Unrivaled and BODYARMOR
BODYARMOR became the official sports drink of Unrivaled in January 2025, ensuring athletes have access to premium hydration. This sponsorship aligns with the league’s emphasis on athlete performance and well-being.
Benefits to Women’s Sports
These sponsorship deals bring multifaceted benefits to women’s sports:
- Financial Investment: Substantial sponsorships provide essential funding for operational costs, player salaries, and infrastructure development, fostering the growth and sustainability of women’s sports leagues.
- Increased Visibility: Partnerships with prominent brands elevate the profile of women’s sports, attracting media attention and expanding the fan base.
- Enhanced Professionalism: Collaborations with reputable companies contribute to the professionalization of women’s sports, offering athletes access to high-quality equipment, facilities, and support services.
- Diverse Audience Engagement: Sponsorships from brands in various sectors, such as beauty and technology, help engage a broader and more diverse audience, breaking traditional stereotypes and promoting inclusivity.
- Role Modeling and Empowerment: High-profile sponsorships empower female athletes, providing them with platforms to inspire and serve as role models for aspiring sportswomen globally.
The influx of significant sponsorship deals in 2025 marks a pivotal moment for women’s sports, signaling a shift toward greater equity and recognition in the athletic world. These partnerships not only provide immediate financial support but also lay the foundation for sustained growth, visibility, and professional development in women’s sports.
