WNBA Coaches Elevate Women's Sports to New Heights

Strategic Collaborations Elevate Women's Sports

Partnering with luxury brands can significantly elevate the profile of women's sports. This was a key message shared by the WNBA and Coach during a session at the Women in Power event. The collaboration has marked a new chapter for the league, as it continues to grow its influence and attract high-profile sponsors.

This spring, Coach became the official handbag sponsor of the women's basketball league, entering into a multi-year deal that includes participation in the WNBA Draft, appearances on its "orange carpet," and featuring athletes like Paige Bueckers in marketing campaigns. This partnership is just one of many milestones achieved by the league in recent years. Colie Edison, the WNBA’s chief growth officer, highlighted how interest in the sport has grown exponentially, drawing attention from major companies.

Historically, women's sports faced challenges such as limited broadcast windows, which made it difficult to attract fans and secure advertising deals. However, this dynamic has changed. Google was among the first to support the league five years ago by funding the broadcasting of WNBA games on ESPN. This move allowed the league to showcase its talent to a broader audience, according to Edison.

The results have been impressive. This year, the WNBA attracted nearly 800,000 viewers, representing a 21 percent increase from the previous year. This follows a 170 percent jump in viewership from 2023 to 2024. Despite these gains, Edison noted that securing sponsors from outside the sports world remained challenging until now.

Coach stepped in as a significant partner, drawn to the "new generation of athletes who are breaking through" and the evolving nature of fandom. Joon Silverstein, Coach's chief marketing officer, emphasized that female athletes are now seen not just as players but as cultural icons. This shift presents a unique opportunity for brands across fashion, beauty, and other industries.

The financial impact of this partnership is evident. Edison mentioned that every dollar spent supporting the league translates into a $7 return. Fans are more likely to support brands that align with their values, including those that support the WNBA.

For Coach, the partnership has led to substantial growth in sports metrics, including impact value, search value, and social engagement. It also supports the company's broader mission of integrating purpose into its growth model. Silverstein stated that the goal is to amplify purpose while engaging audiences and driving long-term performance goals.

Edison explained that the WNBA sits at the intersection of sports, culture, and lifestyle, which can be brought to life through the lens of fashion. Players are not only elite athletes but also style and cultural icons. The league's tunnel walks have transformed into "runway walks," allowing players to express themselves through various styles of fashion.

With 80 percent of the league's players being women of color and many identifying as LGBTQ, the partnership with Coach helps amplify their stories through the brand's relevance. Silverstein added that these athletes challenge norms about what it means to be a female athlete, inspiring everyone, not just those in sports.

Ultimately, the impact of these collaborations extends beyond the court. Edison noted that 94 percent of women in the C-suite played organized sports, and over 50 percent played at the collegiate level. However, girls drop out of sports at twice the rate of boys by age 14. Seeing athletes like Paige Bueckers in stylish Coach outfits can inspire young girls to continue participating in sports.

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