Rahul SahaThis article contains information about the organisations serving as the official sponsors and partners to the National Women’s Soccer League (NWSL), the premier women’s club football competition in the US, and enjoying a strong branding presence across its physical and digital assets during the 2023 season.
Adobe
American multinational computer software company Adobe signed a multi-year partnership deal with the NWSL in January 2023.
As the league’s official creativity partner, Adobe looks to help share the stories of the league and its athletes, offering access to its creative and digital marketing software tools and facilitating personal brand-building workshops for players.
Ally
Ally, one of the largest car finance companies in the US offering car financing and leasing services, came on board as the first-ever official banking partner of the NWSL in October 2022, having signed a massive eight-year partnership deal currently set to run until the end of the 2030 season.
Bud Light
Anheuser Busch, the largest brewing company in the US, became an NWSL sponsor in 2019, initially coming on board as the official beer sponsor of the competition.
However, as per the multi-year extension deal the two signed in March 2023, AB InBev’s Bud Light brand serves as the official beer sponsor to the NWSL.
Carmax
Carmax, a used vehicle retailer based in the US, signed a multi-year agreement with the NWSL in July 2022, becoming its official auto retailer in the process.
As per the deal, the Virginia-based company has doubled the bonuses awarded to the winners—from US$5,000 to US$10,000 per player—of the NWSL Shield, which is awarded to the team with the best record at the conclusion of the regular season.
CBS
American commercial broadcast television and radio network CBS, alongside ESPN, Prime Video, and Scripps Sports, signed a four-year contract with the NWSL for its media distribution in November 2023.
The contract, officially coming into effect in 2024, is reportedly set at US$60 million per year, totalling to US$240 million for the term of the deal.
As per the deal, CBS is to air a minimum of 21 games, with ESPN and ABC airing 20 games, Prime Video 27, and Scripps Sports 50.
Deloitte
Deloitte, the largest professional service network by revenue and number of professionals in the world, became the official professional service provider and a trusted advisor to the NWSL in September 2021.
As the league’s Official Professional Services Provider, Deloitte helps advance some of the NWSL’s most important initiatives, including advising on the development of its ten-year strategic plan.
Delta Air Lines
Delta Air Lines, one of the major US airlines and one of the oldest airlines in operation, became the first-ever airline sponsor of the NWSL in March 2022.
As the official airline and travel partner of the league, Delta supports the NWSL through fan engagement events and co-branding opportunities. It also works closely with the league and its partners to support and develop women’s empowerment programmes as well as diversity, equity, and inclusion initiatives.
EA Sports
EA Sports, the sports simulation video games division of Electronic Arts, signed a deal with the NWSL in March 2023.
As per the deal, all 12 NWSL teams feature in the annually-released EA Sports FC (formerly FIFA) games. Currently, only four NWSL stadiums have an authentic presence in-game.
Mastercard
The US-based global payments company signed a multi-year partnership agreement with the NWSL in March 2021.
As per the deal, Mastercard serves as an official partner to the NWSL and uses brand activations to strengthen the league’s fan base experience.
Nationwide
Nationwide, a group of US insurance and financial services companies, joined the NWSL as an official partner in March 2021.
The deal made Nationwide the league’s first exclusive insurance partner and entails the two parties working together to highlight and expand the league’s community initiatives, including those of its players and fans.
Nike
Nike, the American athletic footwear and apparel corporation, has been a long-time partner of the NWSL, having been one of the founding sponsors.
In November 2019, Nike extended its partnership with the NWSL by signing a long-term agreement.
As per the current agreement, Nike focuses on elevating women’s football’s performance through research into footwear and apparel innovation. Growing NWSL engagement by highlighting athletes both on and off the field is also a part of the agreement.
SiriusXM
SiriusXM, an American broadcasting corporation headquartered in New York City, signed a multi-year agreement with the NWSL in July 2022, becoming in the process the exclusive radio broadcaster for all NWSL games.
Therabody
Therabody, an American developer of medical devices for targeted vibration therapy and pain relief, became the NWSL’s Official Wellness Technology Partner in July 2023.
As per the deal, Therabody makes its recovery devices Theragun PRO, WaveRoller, and RecoveryAir JetBoots available on the sidelines at all NWSL matches. The company has also been making a significant investment to provide additional products, such as the FDA-cleared PowerDot that helps alleviate period pains, RecoveryTherm Knee, and RecoveryTherm Back and Core, among others, to every player in the league.
UKG
UKG, a US-based provider of HR, payroll, and workforce management solutions, announced a historic, multi-year partnership agreement with the NWSL in May 2022, becoming in the process the first-ever title sponsor of the NWSL Challenge Cup.
In accordance with the deal, UKG increased the Cup bonus pool tenfold in 2022, and the total pool more than double in 2023, making the 2023 UKG NWSL Challenge Cup the first-ever women’s professional football tournament to achieve pay equity with its US peers in the men’s game.
