The NY Liberty inks impactful deal with Shady Grove Fertility

The GIST: The NY Liberty just scored an impactful partnership. On Friday, the WNBA superteam inked a deal with Shady Grove Fertility (SGF), becoming the latest women’s sports team to help amplify fertility information and resources.

The details: Together, SGF and the Liberty will raise awareness about infertility and fertility preservation and tipped off their partnership at yesterday’s Pride Game. The company was the game’s presenting partner and provided on-site educational materials including resources for LGBTQ+ couples and individuals. Happy Pride, indeed.

The context: Fertility partnerships are having a moment. Family planning services were added to the WNBA’s 2020 collective bargaining agreement, while a handful of NWSL teams recently struck deals with fertility companies to aid players and staff. The Liberty’s deal is similar to the NWSL’s Chicago Red Stars’ agreement with the Fertility Centers of Illinois, which offers relevant resources to fans.

Zooming out: Alliances between women athletes and fertility companies are now evolving into wide-ranging partnerships that address pay and workplace inequity for athletes and their fans. Increased resources can ease the financial burden of family planning and help combat stereotypes that women need to step away from work to have children.

• The pattern may also open up a brand new sponsorship category in the process. The LPGA is currently on the hunt for corporate partners to help foot the bill for important, athlete-focused expenses like healthcare. Players are paramount.