New Balance Partners with WNBA to Boost Women's Sports Presence

New Balance has officially entered into a multiyear partnership with the Women’s National Basketball Association (WNBA), marking a significant step in the brand's commitment to women's sports. The agreement will feature broadcast, digital, and retail content that highlights Los Angeles Sparks rookie forward Cameron Brink. This collaboration aligns with New Balance's strategy to expand its influence in basketball and solidify its position as a leader in the women's sports market. Jessica Vassall, New Balance's global head of partnerships, expressed enthusiasm about the deal, emphasizing the company's role in promoting growth and parity in women's sports. Despite the excitement surrounding the partnership, the women's sports market still represents only 6% of the total professional sports market, according to research from Circana. This statistic underscores the potential for growth in this sector, which New Balance aims to capitalize on. The Boston-based company, known primarily for its running and training footwear, has successfully ventured into other sports, including tennis and baseball. Notable athletes like Coco Gauff and Shohei Ohtani are already part of the New Balance roster, showcasing the brand's expanding reach. In 2023, New Balance reported $6.5 billion in sales, a 23% increase from the previous year, indicating a robust growth trajectory. As the WNBA gains popularity, New Balance's partnership is expected to foster a new economic model that supports long-term sustainability for the league, attracting more fans and partners to the women's sports arena.