Ahead of the WNBA’s All-Star game, New Balance announced Tuesday a multi-year agreement aimed at “elevating women’s sports and inspiring the next generation of fans and athletes alike.”
“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,” WNBA chief growth officer Colie Edison said in a statement. “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.”
With the partnership, New Balance will become an official partner of the WNBA, another addition to the growing number of brands looking to partner with the WNBA after historic boom in the past few years.
According to Sports Illustrated, with the deal, New Balance hopes to expand its presence in basketball while using its platform and resources to advocate for women’s sports as an official partner of the WNBA,
New Balance and the WNBA will collaborate on broadcast, digital, and retail content featuring the 2024 No. 2 overall pick by the Los Angeles Sparks, Cameron Brink.
In 2023, Brink became New Balance’s first women’s basketball athlete. At Stanford, Brink became a four-time NCAA All-American, Naismith Defensive Player of the Year, WBCA Defensive Player of the Year and NCAA Champion while averaging 14 points per game, 9.1 rebounds and 3.1 blocks.
“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,” New Balance Head of Global Partnerships Jess Vassall said.
Amara Bullard is a Marketing + Media student at Loyola University in Chicago aspiring to work in basketball operations.
