New Balance Partners with WNBA to Expand Presence in Women’s Sports

New Balance has revealed a long-term partnership with the WNBA, solidifying its position as a significant supporter of women’s sports.

Becoming an official partner of the WNBA, New Balance will feature prominently across broadcast, digital, and retail platforms, showcasing Los Angeles Sparks’ rookie forward Cameron Brink.

Included in the prestigious lineup of league partners alongside Adidas, Nike, Puma, and Under Armour, New Balance’s collaboration underlines its commitment to basketball and its aspiration to become a beacon in women’s sports. The deal, however, does not unveil financial details.

Jessica Vassall, New Balance’s global head of partnerships, expressed enthusiasm, stating, “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.”

The partnership traces back to New Balance signing Brink, a standout player at Stanford University, nearly a year ago. Brink, a four-time NCAA All-American, holds the distinction of being the first female basketball player on New Balance’s roster, sharing space with NBA luminaries like Kawhi Leonard.

Despite suffering a season-ending ACL injury in June, Brink, the Sparks’ second draft pick, remains a focus for New Balance. Beyond campaigns, she will collaborate on product development, emblematic of New Balance’s broader commitment to women’s basketball.

The women’s basketball market, though currently dominated by Nike, Jordan Brand, Adidas, Puma, and Under Armour, represents just 6% of the pro market, as per Circana. In contrast, men’s basketball sales have seen a decline, with a robust double-digit growth in women’s sales.

New Balance, recognised for its prowess in running and training categories, is expanding into various sports successfully, such as tennis and baseball. With endorsements from top athletes like tennis prodigy Coco Gauff and baseball sensation Shohei Ohtani, the brand is amplifying its presence across athletic domains.

The heritage-rich Boston-based company, with $6.5 billion in sales last year, reflects a 23% increase over 2022. Upholding a consistent double-digit growth trend globally in both footwear and apparel over the last three years, New Balance’s allure is transcending boundaries.

Mary Dillon, Foot Locker CEO, praised New Balance’s consumer appeal, lauding its success across diverse consumer segments globally.

Amidst plans for 90 new stores in 2024, New Balance underscores its commitment to expanding its reach. With a strategic focus on the burgeoning women’s sports category and the ongoing surge in popularity, New Balance is poised to capitalise on its current momentum.

Colie Edison, the chief growth officer for the WNBA, notes the league’s upward trajectory, fueled by emerging talents like Caitlin Clark from the Indiana Fever. With an average viewership of 1.2 million per game and a 16% increase in attendance, the WNBA is experiencing a renaissance, attracting new fans and corporate partners, paving the way for sustained growth and long-term sustainability.