WNBA enjoys record numbers of sponsors as new, old brands join the league

The GIST: The 29th WNBA season tipped off last Friday with a record 45 official sponsors, including 10 brands that signed on during the past year, according to Sports Business Journal (SBJ). Let’s dive into why these old and new brands are recognizing the potential for brand amplification in the W. A well-rounded roster.

✅ The Day Ones: Nike and Gatorade

Remarkably, these two brands have been with the league since its founding in 1997, and by SBJ’s count, they are the longest active league sponsors. Advertising in the W for decades has paid off for Nike and Gatorade: According to SponsorUnited, Gatorade is the No. 1 brand for sponsorship presence in the WNBA, while Nike generated $31.2M in sponsor media value (SMV) last season.

🚀 Here for the Hype: Bumble, New Balance, Delta, OPill, Reebok, DraftKings

Nine new brands partnered with the league in 2024, with unprecedented looks from categories like dating apps and medication. Women-focused brands like OPill identified opportunities in the WNBA, as well as companies looking to gain favor on the W court such as DraftKings.

• Delta made a splash by sponsoring chartered league travel, while New Balance and Reebok — which are both looking to zero in on basketball — made noise by encroaching on what’s been Nike territory for many years. Plus, Bumble data proved activating in the W overlapped with user interests.

✨ The Newcomers: Ally, BetMGM, Booking.com, Coach, Evernorth

These brands all joined in 2025, reflecting the increasing diversity of companies delving into women’s basketball. Ally built on its 2024 Las Vegas Aces partnership after seeing positive gains in brand affinity and recognition, while luxury and travel brands have identified opportunities with fans of the league.

Zooming out: With viewership and engagement on the rise, teaming up with the W is a major win for any brand, but it’s not the only way to win over fans. While league and team sponsorships cost a pretty penny, there’s still opportunity for advertisers to collab with athletes directly or reach viewers in partnership with media brands (like The GIST!). Way to make an impression.