Women’s sports are rewriting the playbook.
What’s happening: Period care brand Sequel became the first official tampon sponsor of the WNBA’s Indiana Fever. Teams and fans will both receive in-stadium access.
Tampons 2.0. Founded by former Stanford athletes Amanda Calabrese and Greta Meyer, Sequel’s patented spiral tampon is designed to support peak performance during menstruation.
Period power. Cycle management is a key part of training, but female athletes often report discomfort and suboptimal readiness during their period, while half have missed training sessions because of it.
Leveling the playing field, Sequel is tapping partnerships with fitness studios, pro athletes, the WNBA, and even the Paris Olympics — leveraging sports to push the agenda forward.
Money league. The fastest-growing brand of 2024, investors, entrepreneurs, and marketers are all in on the WNBA. In addition to legacy names like Nike and Adidas, new deals are shaping up.
- Mielle, Glossier, SKIMS, Opill, and others have secured league-wide sponsorships.
- Rakuten, Olly, and Sephora are founding partners of the Golden State Valkyries.
- Pharma giant Eli Lilly backs Caitlin Clark and the Indiana Fever.
Elsewhere, the NWSL’s sponsors include up and coming brands like Bobbie and Call Her Daddy host Alex Cooper’s Unwell Hydration.
Punchline: Paired with athlete deals and content activations, apparel, CPG, and beauty brands are prepping for the future where women’s sports aren’t a sideline story, but the main stage.
