New Balance and the WNBA have inked a multiyear partnership to promote women’s sports through various marketing campaigns and content, the company announced in a Tuesday morning news release. As part of the agreement, New Balance becomes an official WNBA partner. Financial terms and the specific length of the partnership were not disclosed.
New Balance joins other apparel companies—including Nike, Adidas, Under Armour and Puma—as WNBA partners. Nike is also an equity investor in the WNBA.
New Balance will create broadcast content and retail campaigns featuring Cameron Brink, drafted No. 2 by the Los Angeles Sparks this year. Brink, who is out for the remainder of the season after tearing her ACL in June, signed an NIL deal with New Balance in 2023 while she was at Stanford. Brink was the first female athlete on New Balance’s basketball roster of athletes.
New Balance is positioning itself to be a leader in the women’s sports space, and it comes as the WNBA is experiencing unprecedented growth in terms of attendance and viewership. Per Sportico’s recent WNBA valuations, teams average $13.2 million in revenue, and each team is worth an average of $96 million. The league is also on the verge of a new media deal and collective bargaining agreement, which could boost WNBA salaries.
