New Balance Joins WNBA as Official Partner, Focuses on Women’s Sports Growth

• New Balance partners with WNBA, becoming an official league sponsor to boost women’s sports.
• Cameron Brink, LA Sparks rookie, highlighted in digital and retail campaigns despite season-ending injury.
• Partnership aims to elevate New Balance’s role in basketball and support gender parity in sports.

New Balance has entered into an ongoing partnership with the WNBA that is an important milestone in its dedication towards women’s sports. The deal, which was announced on Tuesday, names New Balance as an official sponsor to the WNBA. The agreement will include digital, broadcast as well as retail, and will include focus at Cameron Brink, the standout new forward for the Los Angeles Sparks.

The brand joins other well-known brands like Adidas, Nike, Puma and Under Armour as a league partnership, New Balance aims to expand its reach in basketball and position itself  as an industry leader in women’s sport. While the financial terms are not revealed, the agreement permits New Balance to prominently feature its logo throughout WNBA games.

Jessica Vassall, New Balance’s Global Head of Partnerships, was enthusiastic about contributing to the development of women’s sport “It’s really exciting that we’re going to play a small part in continuing the growth and progress towards achieving parity in women’s sports.”

About a year ago, New Balance signed Cameron Brink who was gaining recognition for her outstanding performance on the court at Stanford University, making her the first basketball player from a female club  who was added to the New Balance roster of athletes. Despite her season-ending ACL injury that occurred in the month of June New Balance remains committed to featuring her in a variety of campaigns for lifestyle and performance.

When she was reflecting on her decision to sign up with New Balance, Brink shared, “Even though my parents worked at Nike for a long time, it was such an easy conversion. … I felt like family with [New Balance], and it felt like a great environment.”

Brink she was the Sparks number. 2 pick in the draft who will not play the rest of the 2024 season, as well as the coming Paris Olympics in order to focus on rehab. But, she’ll be able to continue playing a major position in New Balance’s promotion initiatives and will be involved in future development of products.

New Balance’s strategic association with the WNBA is a clear sign of its intention in  supporting women athletes while increasing its presence within the arena of competitive basketball. While the company continues to make investments in women’s sport, it anticipates taking important strides in promoting inclusivity and encouraging athleticism among women players across the world.