The Women’s National Basketball Association unveiled sponsorship deals with three new partners, demonstrating its prowess as an emerging marketing force in professional sports.
Kia Motors is designated the official automotive partner of the women’s basketball league in a deal that includes signage, national TV ads and a presence in this week’s WNBA draft with a vehicle display.
Pitney Bowes will work with the WNBA to raise funds for literacy, supporting the league’s “Read to Achieve” program by donating a portion of tickets sold for selected section from home games of six WNBA teams to that effort. The Chicago Sky, Connecticut Sun, Los Angeles Sparks New York Liberty, Seattle Storm and Washington Mystics will each designate the money for a local community center.
IHOP becomes WNBA half-time presenter with court signage and an on-air presence in ABC and ESPN WNBA telecasts. The restaurant chain will also sponsor the league’s new online daily fantasy game.
“If you look at the quality of the companies and the [product] categories, it speaks very well about the WNBA’s profile,” said WNBA Commissioner Donna Orender. “There’s a tremendous amount of buzz about the quality of our game.”
Orender said the league expects to announce several more new marketing deals shortly. She said the expanding marketing partnerships indicate that the return on investment the WNBA offers “is something very tangible.”
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