The Women’s National Basketball Association (WNBA), a women’s professional basketball league based in the United States, has partnered with the athletic brand, New Balance (NB), in a multi-year deal.
This strategic collaboration is aimed to not only empower young female athletes but also propel women’s basketball to even greater heights.
A key aspect of the partnership centres on inspiring young girls to pursue their athletic dreams. New Balance, with its history of supporting all athletes, will leverage the platform of the WNBA to develop engaging content. This content, spanning broadcast, digital, and retail platforms, will prominently feature rising stars like Cameron Brink, the second overall pick in the 2024 WNBA Draft. Brink, who previously signed an NIL deal with New Balance in 2023, exemplifies the talent and potential the partnership aims to cultivate.
Commenting on the partnership, Jess Vassall, New Balance Head of Global Partnerships, said, “This relationship with the WNBA is another example of New Balance encouraging all young athletes, particularly women and girls, to pursue their athletic goals and ignite a new era of female empowerment through sport.”
Colie Edison, Chief Growth Officer, added, “The partnership with New Balance is yet another positive step in our efforts to grow women’s sports across new audiences, incentivize youth participation and positively influence communities. By aligning ourselves with a global brand like New Balance, we continue to push the envelope of what’s possible when we tap into the unifying power of sport.”
This partnership between the WNBA and NB extends beyond branding and marketing. By fostering a supportive environment for young athletes and creating engaging content, the collaboration has the potential to benefit fans, athletes, and the entire sports industry. With this strategic alliance, the future of women’s basketball appears even brighter.
New Balance, a leading athletic footwear and apparel brand founded in 1906, is known for its focus on comfort and quality, particularly in its running shoes. The brand also offers a wide range of athletic apparel and stylish sneakers. Earlier this year, Pat Cummins inaugurated NB’s first store in Mumbai, India, marking a significant step in its global expansion plans.
The WNBA is experiencing a surge in popularity, as evidenced by recent partnerships with major broadcasters like TNT Sports (UK & Ireland) and Amazon Prime Video in the USA and brands like La Crema, Glossier, United Wholesale Mortgage, Opill, and Dream11. This partnership with New Balance further bolsters the league’s momentum and positions it for continued growth.