WNBA sponsorships grow, but not every player gets their due

Empowering Women in Professional Sports: Breaking Barriers and Building Brands

In a historic year for women’s professional sports, female athletes are finally reaping the financial rewards they deserve for dominating their respective games.

The WNBA stands out as a prime example of this trend. The league recently concluded a groundbreaking season that set new records for viewership and attendance, while also securing lucrative brand deals and corporate sponsorships for its players. As the league gears up for the 2025 season, excitement is building as the draft lottery approaches this Sunday.

Many of the WNBA’s rising stars, such as Caitlin Clark and Angel Reese, have carried over endorsement deals from their college playing days, including name, image, and likeness agreements that have blossomed into partnerships with major brands like Nike, Reebok, and Gatorade. Players from diverse backgrounds have also landed endorsement deals with companies like CarMax and State Farm.

However, despite the progress being made, there are still players who are being overlooked. A recent partnership between the WNBA and Kim Kardashian’s underwear brand SKIMS faced criticism for excluding masculine-presenting athletes from its advertising campaign. Players like Natasha Cloud and Natasha Howard spoke out against the campaign, highlighting the challenges faced by LGBTQ2S+ and Black athletes in securing brand deals.

In response to this exclusion, Cloud and Howard took matters into their own hands by partnering with Woxer, a women’s boxer brand founded by Alexandra Fuente that caters to the LGBTQ2S+ community. Fuente emphasized the importance of inclusivity in sports branding, noting that mainstream brands often overlook athletes who do not fit traditional molds.

The reluctance of mainstream brands to embrace diversity stems from a fear of alienating certain consumer demographics, according to experts like Ketra Armstrong, a Professor of Sport Management at the University of Michigan. This hesitance can have real consequences for athletes, as media attention plays a crucial role in shaping their perceived advertising value and securing endorsement deals.

Risa Isard, an Assistant Professor of Sport Management at the University of Connecticut, conducted a study that revealed disparities in media coverage between Black and white WNBA athletes, with Black athletes who do not conform to traditional gender norms receiving the least amount of attention. This lack of visibility can impact the earning potential of WNBA players, who often rely on endorsements to supplement their lower salaries compared to NBA players.

Despite these challenges, there has been progress in other women’s sports, such as soccer. Briana Scurry, a former goalkeeper for the U.S. Women’s National Team, noted the improvements in sponsorship opportunities for female soccer players since her playing days. Scurry, who is openly gay, highlighted the importance of representation and inclusivity in sports marketing, pointing to the increased visibility of players of color and LGBTQ2S+ athletes in advertising campaigns.

As the landscape of women’s sports continues to evolve, there is growing recognition of the marketing potential and social capital of Black LGBTQ2S+ athletes. Brands that embrace diversity and inclusivity stand to benefit from the loyalty and admiration of fans with diverse identities, as highlighted by University of Massachusetts Amherst Professor Ajhanai Keaton.

In conclusion, the rise of women’s professional sports as a viable business proposition signifies a shift towards equality and empowerment for female athletes. As sponsorship opportunities continue to expand for athletes of all backgrounds, there is hope for a future where diversity and inclusivity are celebrated in the world of sports.

AP Basketball Writer Doug Feinberg contributed to this report.

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