WNBA Partners with New Balance to Elevate Women's Sports
In a groundbreaking move, the Women's National Basketball Association (WNBA) has announced a multiyear partnership with New Balance, aiming to elevate women's sports and inspire future generations of athletes and fans. This alliance, which was officially revealed on July 16, 2024, will see New Balance becoming an official partner of the WNBA.
This partnership is set to kick off just ahead of the WNBA All-Star 2024 event, marking a significant moment as one of the most exciting draft classes enters the league. The collaboration is designed to expand New Balance's presence in basketball, a sport historically underrepresented in women's sponsorships, and to enhance the visibility and impact of women's sports through various grassroots initiatives.
One of the key highlights of this partnership is the involvement of WNBA rookie Cameron Brink, who was the second overall pick in the 2024 WNBA Draft. Brink, who signed an NIL deal with New Balance in 2023, will feature prominently in broadcast, digital, and retail content created as part of this partnership. This content aims to inspire young athletes, particularly girls, to pursue their athletic goals fearlessly and confidently.
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Jess Vassall, New Balance's Head of Global Partnerships, emphasized the brand's commitment to empowering young athletes, especially women and girls, through this partnership. Vassall stated, "This relationship with the WNBA is another example of New Balance encouraging all young athletes, particularly women and girls, to pursue their athletic goals and ignite a new era of female empowerment through sport."
Colie Edison, Chief Growth Officer of the WNBA, also highlighted the significance of this partnership in promoting women's sports and engaging new audiences. Edison noted, "The partnership with New Balance is yet another positive step in our efforts to grow women’s sports across new audiences, incentivize youth participation, and positively influence communities. By aligning ourselves with a global brand like New Balance, we continue to push the envelope of what’s possible when we tap into the unifying power of sport."
Through this collaboration, both the WNBA and New Balance aim to transform the landscape of women's basketball by fostering community engagement and supporting youth basketball initiatives. This partnership not only highlights the growing recognition and importance of women's sports but also underscores the commitment to empowering the next generation of female athletes.
