State Farm, CarMax, Skims, Nike, Gatorade: Marketers Activate For WNBA ’24

By Barry Janoff

CarMax: Never SettleMay 14, 2024: With the two-time defending champion Las Vegas Aces seeking another title, the New York Liberty again in close pursuit; such starts as Breanna Stewart, A’ja Wilson, Diana Taurasi, Brittany Griner, Sabrina Ionescu, Nneka Ogwumike, Aliyah Boston, Kelsey Plum, Skylar Diggins-Smith and Alyssa Thomas across the league; and a bevy of incoming high-profile rookies, the WNBA landscape appears to have never looked greener or more prosperous.

And as the 2024 season begins, a roster of league partners and other companies plan to assist that growth.

WNBA ChangeMakers with multi-level support include AT&T, CarMax, Deloitte, Google, Nike and US Bank.

Gatorade, Skims, State Farm, Tissot and Dick’s Sporting Goods are also among the league partners and others that have activated or plan to unveil WNBA-themed campaigns.

Entering the 2024 season, new WNBA partnerships include Opill over-the-counter birth control, La Crema as the official wine (part of a larger deal with Kendall-Jackson Winery that also includes the NBA and USA Basketball), Peloton (signed this past October), Second Spectrum (a Genius Sports technology solution) as the optical tracking provider to the league, VoiceInSport online platform that provides mentorship and support to thousands of young female athletes worldwide (backed by the WNBA’s ChangeMakers); and an extended alliance with Glossier beauty brand.

WNBA has its own multi-media campaign, “Welcome To The W.”

Indiana Fever rookie Caitlin Clark comes aboard with her own roster, including Gatorade, Nike and State Farm.

Gatorade’s new creative with the Fever rookie was timed to her regular-season debut today — “It Is Just Getting Started” — with whom it signed a multi-year deal this past December. Gatorade’s WNBA roster also includes A’ja Wilson (Aces) and Sabrina Ionescu (Liberty).

As a result, the league is on-track to set a new sponsorship revenue mark.

Last season, WNBA sponsorships were estimated to top a league record $860.1 million from 307 active  agreements, according to the Business of the Women's National Basketball Association Sponsorship and Media Landscape from GlobalData, a London-based research, analysis and solutions firm.

Gatorade: Caitlin ClarkAccording to the report, “Not only are these partners providing financial investment, but they are further elevating the league and players through marketing amplification and close strategic collaboration.”

CarMax used cars destination has launched a campaign, “Never Settlle,” including current and former WNBA stars Sue Bird, Sabrina Ionescu, A’ja Wilson and ESPN basketball analyst Chiney Ogwumike.

For the second consecutive season, the Tip-Off Test Drive presented by CarMax will provide people an opportunity to unlock the action with complimentary preview access to WNBA League Pass, the league’s direct-to-consumer offering that provides access to live out-of-market games.

“We are incredibly proud to be a longtime partner of the WNBA and a ChangeMaker, especially during this pivotal and well-deserved moment in women’s sports,” Sarah Lane, CarMax svp/CMO, said via the company.

“With record-breaking viewership of women’s basketball, there is no better time to spotlight an all-WNBA roster of athletes in our campaign. These elite athletes, who have never settled in their career, are the perfect talent to show customers that they should never have to settle in their car shopping process and that they don’t have to with CarMax.”

Skims, the official underwear partner of the WNBA, unveiled its first WNBA-themed campaign featuring just-retired icon Candace Parker alongside No. 2 overall draft pick Cameron Brink, Dijonai Carrington and All-Stars Kelsey Plum and Skylar Diggins-Smith.

“I’m proud to launch this new WNBA campaign starring such an incredible cast of athletes. Championing women and women in sports is incredibly important to Skims,” Kim Kardashian, co-founder and chief creative officer for Skims, said via the league.

“Our brand DNA is rooted in inclusivity, representation and women’s empowerment, which are values shared with the WNBA. We are honored to be the official underwear partner of the league and look forward to continuing our work together throughout the season.”

“I’m thrilled to be included in the first-ever Skims WNBA campaign alongside this amazing group of rising stars and all-stars,” Parker said via Skims.

“As I move onto this next chapter in my life, I hope to leave the game in a better place and continue to be an example of what is possible both on and off the court.”

State Farm earlier this month debuted “Full Court Press,” a docuseries also from ESPN, Disney Advertising and Omaha Productions focusing on three then-elite female college basketball players - Caitlin Clark, Kiki Rice and Kamilla Cardoso – during their 2023-2024 seasons.

Skims: Cameron BrinkTo complement the series, State Farm co-created a custom ad campaign called “Inner Baller,” with a spot dedicated to each of the three athletes.

State Farm WNBA activation also includes a new multi-year agreement to serve as title sponsor for the State Farm WNBA Friday Night Spotlight on ION.

State Farm’s slogan, “Like a good neighbor, State Farm is there,” likely makes them the best neighbor Clark has ever had.

“Covering Greatness” is a recent example of what State Farm said was its “continued celebration and support of Caitlin Clark and women’s sports.” She has appeared in other State Farm spots including “Shoot“ with Jimmy Butler and Reggie Miller and “Coffee Break.”

State Farm’s support for Clark dates back to October 2023 when she signed the company’s first NIL deal.

Nike has named A’ja Wilson as the newest member of the brand’s signature family.

“As one of the most iconic basketball players of her generation, of course she got a shoe," the A’One said Nike. Wilson’s signature collection will include pieces in women’s, men’s and kids’ sizing. The collection will be released globally on nike.com and SNKRS, and at select retailers in 2025.

She joins a Nike “signature roster” that includes Sabrina Ionescu, Serena Williams and Naomi Osaka.

Once Nike’s deal with Clark is officially unveiled — reported to be $20 million or more according to industry analysts — expect new creative to follow. Like State Farm, Nike has been a Clark partner via NIL since her Iowa tenure.

DSG, a Dick’s Sporting Goods' exclusive brand with performance clothing and gear for the entire family, and the WNBA have launched a girls' apparel collection, the first collaboration between the two brands. Dick’s became the official sporting goods retail partner of the WNBA in 2021.

The DSG x WNBA collection is a part of DSG’s giveback program which contributes 1% of every sale to The Dick'sS Sporting Goods Foundation’s Sports Matter Program, benefiting under-resourced youth sports organizations nationwide.

“When we entered into our partnership with the WNBA, our goal was to use our resources to drive change and bring more visibility to women and girls in sport,” Melissa Christian, vp-divisional merchandise manager-youth apparel at Dick’s Sporting Goods, said via the retailer.

Tissot, Wilson and the WNBA last month unveiled their collaboration on two limited-edition watches, marking the first official watch in league history.

AT&T’s commercial with Candace Parker that broke during March Madness continues to air on WNBA games, with new WNBA creative to come.

The WNBA said this season it would concentrate its social justice efforts into two areas: civic engagement and reproductive health advocacy.

The league “will take a multifaceted approach to spotlight civic engagement initiatives, with a particular focus on understanding how voting influences reproductive health matters within communities of color.”

Nike: A'ja Wilson“At the WNBA, we are committed to addressing issues that matter to the players, and expanding access to reproductive healthcare is one of those key issues,” Colie Edison, WNBA chief growth officer, said via the league regarding its alliance with Opill.

“It’s great to be working with a partner whose values align and authentically integrates into the health equity work our players are dedicated to.”

Regarding La Crema, “The collaboration between La Crema and the WNBA matches our shared dedication to diversity and equality,” La Crema co-proprietor Hailey Jackson Hartford Murray, said via the brand.

This partnership unites La Crema’s heritage of quality and craftsmanship with the WNBA’s embodiment of athleticism and teamwork, offering players and fans a new way to engage with the game.”

According to Murray, “Coming from a family of strong women, who pushed boundaries, we are proud to align with a league that not only elevates women athletes but also captivates an expanding audience, marking a significant advancement in empowering and celebrating women’s achievements across all fields.”

Must-C (Caitlin Clark) TV: ESPN, Prime Video, CBS, NBA TV Ready To Rock WNBA

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