The Women’s National Basketball Association (WNBA) has announced that Dick’s Sporting Goods is to be named an official marketing partner of the league.

The agreement is built upon the promotion of women’s sports, youth participation and player development, and the partners promise to create initiatives designed to inspire and connect with female athletes whilst increasing the visibility of WNBA teams and players.

WNBA Commissioner, Cathy Engelbert, commented: “This partnership is a significant opportunity for the WNBA as we celebrate our landmark 25th season, with Dick’s Sporting Goods playing a substantial role in driving continued interest and engagement surrounding our league.”

In 2020, the WNBA signed an eight-year CBA that placed a greater focus on player compensation, improvements to the player experience, expanded career development opportunities, and resources specifically tailored to the female professional athlete.

“By having a significant presence of WNBA and team merchandise at Dick’s locations in the country, we will now have even more opportunities to connect our fans with their favourite teams. DICK’S commitment to the WNBA is diverse and inclusive leadership in action,” Engelbert added.

Dick’s stated that it will use its business to bring consumers closer to the game via ‘storytelling’ and increased availability of merchandise.

CEO of the franchise, Lauren Hobert, stated: “The WNBA is a premier example of how sport can define leaders and celebrate the current and next generation of female athletes. 

“Today marks an important next step in our journey to support female athletes, and we look forward to collaborating with the W to provide opportunities for people of all ages to engage and connect with women’s basketball, the league and its players.”

In a further bid for the progression of women’s basketball, May 2021 saw the WNBA’s official sponsors, Deloitte, Google and Wilson all promoting the Commissioner’s Cup events. Deloitte has also helped to connect with fans by leveraging data and tools whilst outlining the future marketing technology of the league.

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