New Balance has announced a significant long-term partnership with the WNBA, marking a major commitment to supporting women’s sports.
Becoming an official partner of the WNBA, New Balance will be prominently featured across broadcast, digital, and retail platforms, with a focus on highlighting Los Angeles Sparks’ rookie forward, Cameron Brink.
This collaboration places New Balance among esteemed league partners such as Adidas, Nike, Puma, and Under Armour, underscoring its dedication to basketball and its aspirations within women’s sports. Financial specifics of the deal have not been disclosed.
Jessica Vassall, Global Head of Partnerships at New Balance, expressed excitement about the partnership, stating, “It’s truly thrilling to play a role in advancing the growth and pursuit of equality in women’s sports.”
The partnership began nearly a year ago when New Balance signed Cameron Brink, a standout player from Stanford University and a four-time NCAA All-American. Brink, despite a season-ending ACL injury in June, remains a central figure for New Balance. Beyond promotional campaigns, she will collaborate on product development, symbolising New Balance’s broader commitment to women’s basketball.
The women’s basketball market, which currently represents just 6% of the professional market according to Circana, has seen robust double-digit growth in sales, contrasting with a decline in men’s basketball sales.
New Balance, renowned for its excellence in running and training categories, has successfully expanded into diverse sports like tennis and baseball. With endorsements from top athletes such as tennis sensation Coco Gauff and baseball star Shohei Ohtani, the brand continues to bolster its presence across athletic domains.
Based in Boston with $6.5 billion in sales last year, New Balance reported a 23% increase over 2022, maintaining consistent double-digit growth globally in both footwear and apparel. Its appeal spans diverse consumer segments, earning acclaim from Mary Dillon, CEO of Foot Locker.
With plans to open 90 new stores in 2024, New Balance reaffirms its commitment to expanding its footprint. Focusing strategically on the burgeoning women’s sports sector amidst its rising popularity, New Balance is positioned to build upon its current momentum.
Colie Edison, Chief Growth Officer for the WNBA, highlights the league’s upward trajectory, buoyed by emerging talents like Caitlin Clark of the Indiana Fever. With an average viewership of 1.2 million per game and a 16% increase in attendance, the WNBA is enjoying a resurgence, attracting new fans and corporate partners, setting the stage for sustained growth and long-term viability.
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