The WNBA’s Phoenix Mercury has hailed its latest partnership with venture capital firm Cleveland Avenue as a “revolutionary” sponsorship deal for women’s basketball. 

The agreement will see the introduction of the first-ever rotating jersey badge and is worth a reported $3m-per-year. Partake Foods will become the first company to be branded on Mercury jerseys for the 2024-25 WNBA season. 

The rotating logo will change season upon season, brandishing a range of Cleveland Avenue partners and businesses in an innovative approach to sports sponsorship. 

Phoenix Mercury and Phoenix Suns CEO, Josh Bartelstein, stated: “The magnitude of this historic partnership with Cleveland Avenue is built on our shared commitment to invest in and support women – from athletes to entrepreneurs,”

“Featuring Partake Foods on Mercury jerseys this season offers the opportunity to showcase a woman-founded company making a positive impact in its industry, furthering our goal to empower women on and off the court.”

Cleveland Avenue’s ambition is to foster growth for a new generation of lifestyle consumer brands and technology companies that disrupt large and growing markets. 

By providing financial resources, expertise, and holistic business support to help unlock the value of their investments, the venture capital firm is committed to finding new and innovative approaches to sports sponsorship and marketing, exemplified through its deal with the Mercury.

Don Thompson, Founder & CEO of Cleveland Avenue, commented: “Building on the Phoenix Mercury, Phoenix Suns and Cleveland Avenue announcement last week, the selection of Partake Foods is a great example of how Cleveland Avenue accelerates growth for entrepreneurs and their businesses,” 

“Our organisations share a vision where diversity is valued, and collaboration is needed to bring communities together for mutual success in a world where large and small companies thrive alongside one another.”

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