NWSL locks in another tech partnership with extensive AT&T deal

The GIST: Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.

• The move illustrates a trend in women’s sports: Rising leagues are attracting interest from tech sponsors as they recognize the white space in less saturated leagues and seek to connect with digitally-savvy women’s sports fans. No dry phone here.

The details: As the presenting sponsor of the inaugural NWSL Awards Show and the league’s MVP award, AT&T will launch a weekly player-driven content series. The company will also have in-stadium signage and show up at tentpole events similar to its WNBA All-Star activation.

The background: This partnership is a natural next step for AT&T, which already has an extensive sponsorship portfolio in both women’s sports and soccer. The telecomms company is already a WNBA Changemaker and has longstanding agreements with MLS, the Mexican national team, and U.S. Soccer.

The market: Women’s sports fans skew younger and more tech-focused, which is why technology companies are seeking out women’s soccer. The NWSL agreed to showcase Google Pixel’s offerings through its multiyear deal with the phone brand, and its Adobe partnership harnesses the reach of NWSL content creators.

• Beyond soccer, technology brands have considered how sports leagues can implement their tech and win over new customers. Microsoft famously supplies the NFL’s sideline tablets, and it’s repeated this strategy in the WNBA and women’s tennis.

The opportunity: While the partnership will splash branding all over the league, the NWSL deal doesn’t seem to integrate AT&T’s actual product, which may be a missed opportunity. Brands that encourage leagues and teams to use their tech may be rewarded with ultra-supportive women’s sports fans adopting new products in their own lives. Loading.