New Balance and the Women’s National Basketball Association (WNBA) signed a multi-year agreement making New Balance an official partner and giving the brand the opportunity to expand its presence in the basketball arena while advocating for women’s sports.
The deal was signed midway through the season, just ahead of the WNBA All-Star 2024, coinciding with the draft.
Both brands noted that the partnership “will continue to push the boundaries of sport and transform the game through grassroots initiatives to grow youth basketball and authentic community engagement.”
As part of the contract, New Balance will create broadcast, digital and retail content featuring NB athlete and WNBA rookie Cameron Brink, the second overall selection in the WNBA Draft 2024 presented by State Farm, who signed a NIL deal with NB in 2023.
“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,” said Jess Vassall, New Balance head of global partnerships.
“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,” said Chief Growth Officer Colie Edison. “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.”
Image courtesy New Balance
