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Google Joins WNBA’s Changemakers Program


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he WNBA have added Google to their Changemaker program after announcing a multi-year deal with the technology giant.

The Changemakers program, currently made up of AT&T, Deloitte, and Nike, is designed to support the growth of the WNBA through marketing initiatives, branding and player and fan experiences.

In a statement, Google’s chief marketing officer, Lorraine Twohill, said the partnership will help deliver on the commitment to gender equality.

“For too long now women’s sports have been underrepresented in the media,” Twohill said.

“The WNBA has worked tirelessly to change that and has been at the forefront of progress for gender equity, racial justice and sport.

“It is important to us that our product experiences are equitable for all genders and we want to make sure our media spend is equitable too, bringing more women’s content to television.

“With the WNBA and ESPN, we can help ensure women athletes get the recognition and media time they deserve, so that the world can see their incredible talents,” Twohill said.

Google’s agreement with the WNBA will make the company presenting partner for the WNBA Playoffs as well as associate partner of WNBA All-Star on ESPN and the WNBA Commissioner’s Cup.

It will also be named the “official trends and fan insights partner” of the league, a move which Forbes reports will “will help the WNBA continue to find new and more advanced ways of reaching its fans.”

WNBA commissioner, Cathy Engelbert, said in a statement that Google answered the changemakers call the WNBA issued when starting the program in 2020.

“Google’s support will be instrumental in driving our business transformation forward and demonstrates a commitment to the values we both stand for – including building sustainable equity,” Engelbert said.

Collaborating with both the WNBA and ESPN, Google will help deliver 25 televised games to celebrate WNBA’s 25th season, with games commencing on 14 May.

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