WNBA, Google, ESPN Sign Deal To Drive Engagement; CBS Extends Its Alliance
Monday, May 3, 2021 at 02:57PM By Barry Janoff
May 3, 2021: Google this: With the 2021 WNBA 25th anniversary season arriving May 14, the league today signed a deal naming Google a "WNBA Changemaker."
The WNBA and Google said the multi-year partnership would “drive engagement during many key moments throughout the year.”
Financial terms of the alliance were not released.
Google is the fourth company to become a WNBA Changemaker, joining AT&T, Deloitte and Nike.
The WNBA also shared broadcast details for its 25th season — which will include a 32-game schedule for each team— to feature 100 national telecasts across ABC, ESPN, ESPN2, CBS, CBS Sports Network and NBA TV.
The WNBA said that CBS Sports has extended its partnership with the league with 40 regular season games per season under a multi-year deal.
As part of its new alliance, Google will serve as presenting partner for the WNBA Playoffs and as an associate partner forf WNBA All-Star on ESPN and the WNBA Commissioner’s Cup.
Google will also become the “official trends and fan insights partner” of the WNBA, as well as an official marketing partner and technology partner of the league.
In addition, Google becomes the "presenting sponsor of the WNBA on ESPN," collaborating with both brands to deliver "25 for 25": 25 regular season ABC/ESPN nationally televised games to celebrate the 25th season of the WNBA.
“When we launched our WNBA Changemakers platform at the beginning of 2020, we issued a call to like-minded companies to join us in elevating women’s sports, and Google has answered that call,” WNBA commissioner Cathy Engelbert said via the league.
“We are incredibly grateful to Google for becoming the latest WNBA Changemaker and for their platform of helpful products for everyone. Google’s support will be instrumental in driving our business transformation forward and demonstrates a commitment to the values we both stand for — including building sustainable equity.”
As a WNBA Changemaker, the WNBA and Google said they would work together on “developing innovative marketing initiatives, community-driven programming, and new Google product experiences for fans that will help elevate the league, WNBA players and women’s sports.”
The WNBA said its Changemakers platform is designed to provide direct support to the WNBA in its ongoing business transformation across marketing, branding, and player and fan experience.
“Changemakers are deeply invested in driving positive change for the WNBA, women’s sports, and women in society, and the platform catalyzes social change by offering Changemaker-only exclusive assets rooted in shared values such as gender, racial and LGBTQ+ equity,” according to the WNBA.
Additionally, Google becomes an associate sponsor for upcoming ESPN Films projects, including the 30 for 30 franchise.
As an espnW Summit NYC sponsor, Google will help drive the conversation around the ESPN documentary, “144” (May 13) with WNBA All-Star & ESPN commentator Chiney Ogwumike. The film chronicles the 2020 WNBA season inside the "wubble" in the IMG Academy in Braderton, Fla.
As a part of Google’s commitment to women’s sports, they will be presenting a montage of the week’s best sports highlights on SportsCenter beginning this month.
“ESPN has led the industry in its long-standing commitment to women’s sports across our programming and platforms, including as a founding telecaster of WNBA games and events 25 years ago and serving fans for over a decade through espnW,” Jimmy Pitaro, Chairman, ESPN and sports content, said via the company.
“This new collaboration with the league and Google further extends our mission and dedication to elevating women’s sports, adding to the more than 16,000 hours of live sports programming we produce each year.”
According to Rita Ferro, president, Disney ad sales, “At Disney, we strive to super serve our audiences with the best available content, and recognize that equity, inclusion and representation in entertainment and sports are table stakes.
“Our first-of-its-kind, combined relationship with Google and WNBA is an example of how we’re putting an emphasis on women’s sports and female athletes, answering the needs of our fans.”
Regarding its extension with the WNBA, Dan Weinberg, evp-programming, CBS Sports, said via the network, “We are excited to extend our partnership with the WNBA for years to come and bring high quality basketball to fans across the nation.
“The CBS Sports schedule . . . will bring amazing action featuring some of the biggest names in the league to a wide audience throughout the summer. We are thrilled to be a part of the league’s 25th season celebration and showcase the best players in the world on our networks.”
According to Carol Stiff, ESPN vp-programming and acquisitions, via the network, “We have been extremely proud to collaborate with the WNBA since its inception in 1996.
“ESPN is thrilled to continue that relationship by programming 25 games during the regular season for basketball fans in honor of the 25th anniversary of the league. We look forward to continuing our support of the WNBA's players by spotlighting both their amazing talents and their commitment to social justice on the national stage.”
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