The Exciting New Sponsorship Deals in the NWSL
It’s hard to believe it, but the NWSL turns ten years old this year! So much has changed in the league and in the sport itself since those first matches, including sponsors. 2021 was a complicated year for the league.
We had the joy and excitement of highly anticipated new teams beginning to form. We were also frustrated and disappointed with the misconduct scandals that rocked the NWSL. But through all of that, the players of the NWSL shined, and their fans and sponsors stuck with them.
Nike
There’s never any guarantee how bad news will affect corporate sponsors. The biggest fear is always that they will pull out, but the NWSL saw the opposite of that in 2021.
Not only did major corporate sponsors and partners like Nationwide, Ally bank, Mastercard, iHeartMedia, and several others sign on, but Nike made a massive commitment to the league. After their three year contract expired at the start of this year, Nike extended their agreement to last until 2030. They are a founding partner of the NWSL and this agreement proves that they believe in the league.
Delta Airlines
Along with the many financial sponsors the league gained this year, they also secured their first-ever travel partnership. Delta Airlines is now the official airline of the NWSL. This deal means so much more than just easier travel. This is the NWSL’s first-ever airline and travel partnership, and it is also a first for Delta.
Welcome aboard ?✈️
We are excited to takeoff with our newest partner, @Delta, as they support the NWSL and our athletes to #KeepClimbing ✈️#NWSL | https://t.co/aDa79MdTxH pic.twitter.com/MlLX0p0i5s
— National Women’s Soccer League (@NWSL) March 7, 2022
Delta has served as a travel sponsor for professional sports teams in the past, but this is the first time they will have ever sponsored a professional women’s league—not just a team or two, but the entire league.
Tik Tok
The league as a whole is growing, and so are the teams themselves. This year, quite a few teams made news for some exciting investments and sponsorship deals.
If you’re a fan of the Portland Thorns you might have noticed a new logo the right sleeve of their kits. Tik Tok, the incredibly popular mini media app, has become an official partner to the Portland teams. Not just the Thorns, but the Timbers as well.
This marks another first in sport partnerships; no other company has sponsored both the male and female teams of a professional league.
As a part of this partnership, the Thorns and Timbers have to produce weekly content. This could be anything from locker room shenanigans to highlights from the latest match.
Algorand
The tech world is beginning to take an interest in women’s soccer. But even with Tik Tok boosting the Thorns, it was a little surprising that Gotham FC had begun a partnership with a blockchain firm.
Algorand and Gotham have signed on in a three-year partnership, during which time Algorand will be the team’s main shirt sponsorship. This is an incredibly lucrative deal for the team and comes with many innovative and exciting new plans. Algorand will give any 2022 season ticket holders an exclusive Gotham FC NFT (which we are all learning stands for Non-fungible token).
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Even more than that Algorand will be integrating its blockchain tech throughout the stadium. These updates will include things like blockchain payment systems, digital ticketing and purchasing, and digital collection integration in the stadium.
While that sounds very technical, they will also be putting out fun interactive things for fans like in-game NFT giveaways and a blockchain scavenger hunt.
Chicago Red Stars Investors
The Chicago Red Stars received a whole host of new investors, many of whom know a thing or two about the sports world. Chicago Bears defensive end Israel Idonije, LA Chargers offensive guard Michael Schofield, and Olympic gold medalist in ice hockey Kendall Coyne Schofield are now proud investors in the Red Stars. And the list doesn’t end there. In total, the Red Stars gained over a dozen new investors. As the team with the longest-running playoff streak, the Red Stars are a sound investment.
Naomi Osaka and the NC Courage
Chicago wasn’t the only team to see new individual investors either. NC Courage is now partially owned by tennis goddess Naomi Osaka. Osaka’s choice to invest in Courage was based on her desire to build up these incredible role models, promote positive culture, and help the team itself grow.
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This is the first new investor Courage has had since 2017, so it’s an even bigger deal that it was by a stellar female athlete. Osaka as part-owner will serve as a strategic advisor so she can make sure that the team is thriving and being taken care of.
These new investments and sponsorship deals in the NWSL are a great indication of even bigger things to come!
Featured image via @GothamFC on Twitter
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