9 brands actively buying sponsorships — with their recent deals, estimated spend, and which sports they're targeting. Updated from our Wave 3 research.
Entered women's sports as the first major beauty retailer to sign exclusive league partnerships. Moved from 0 deals to 4+ in under a year. Highest deal velocity of any beauty brand in 2025.
The original beauty brand to enter women's sports (WNBA, 2020). Now manages 5+ active partnerships and is the benchmark case study for ROI in the category. Expanded from WNBA to Olympics and Draft events.
Newer entrant positioning as the "authentic, grit-focused" beauty brand for athletes. Competing against established beauty sponsors by targeting under-served athletes via NIL. More price-sensitive — ideal for mid-market properties.
First fintech brand to hold WNBA jersey sponsorship. Deal with Atlanta Dream (May 2025) was landmark. Explicit "financial inclusion" messaging tied to women's sports demographics. High deal velocity, expanding to multiple sports.
Flagship SoFi Stadium naming rights proves massive sports marketing budget. Currently evaluating incremental women's sports deals beyond men's infrastructure. Strong ROI measurement focus — will pay for data-backed pitches.
Most aggressive women's sports expansion in DTC category. Managing 3+ major partnerships simultaneously while accelerating into IPO. Pre-IPO pressure means aggressive KPI tracking and deal-speed optimization — perfect Rally use case.
Fresh $825M funding (Nov 2024). Global expansion underway (100+ US stores, Europe/UK/China entry). NOT YET IN WOMEN'S SPORTS — which makes them a priority target. Watching competitors enter; likely to move fast in 2026.
Premium athleisure brand ($118 leggings) expanding into luxury and recovery. Celebrity strategy (Kendall Jenner). NOT YET IN WOMEN'S SPORTS — unlike Lululemon, On, Vuori. Founder-led, fast decision-maker.
Pioneered creator partnerships (Huberman, Kelce). Proved ROI on individual athletes. Now pivoting to team/league deals for scale. IRONMAN partnership (2024) was first league deal. Women's health category = natural next expansion.
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