The WNBA inked a multiyear deal with Discount Tire and Continental Tire

The GIST: The WNBA just scored some new tires. Yesterday, the league inked a multiyear deal with Discount Tire and one of its top-selling brands, Continental Tire, that will take advantage of the WNBA’s growing broadcast and digital value and marks the tire companies’ first partnership with a U.S. women’s sports league.

The details: Both brands will slap their logos on national WNBA broadcasts, both through TV inventory and in-stadium signage, as well as on the league’s digital and social platforms. The WNBA will also work with Discount and Continental on promotional efforts.

The context: While the WNBA’s TV audience continues to grow, so does its digital reach. Social media followers for the league’s teams increased 10% YoY in 2022, while engagements and impressions rose by 9% and 13%, respectively. The league’s social value also reached almost $40M last year, up 15% from 2021.

• The WNBA astutely stepped up its digital game after seeing success online last year. In May, the league unveiled a refreshed app and website that includes access to live games and exclusive content. Meeting the moment.

Zooming out: Sizable audience growth on TV and digital platforms is making WNBA channels a valuable place for brands to advertise. The increase in viewership only bolsters women’s sports’ business potential — fans are tech savvy and tend to reward sponsors with their own dollars. Purchasing power.