Transformative Partnerships in Sports Sponsorship
NWSL Partners with Alex Cooper’s Unwell Hydration to Engage Gen Z Audience
In a strategic move to captivate younger audiences, the National Women’s Soccer League (NWSL) has secured a season-long sponsorship deal with Alex Cooper’s beverage brand, Unwell Hydration, valued at over $3 million. Cooper, renowned for her “Call Her Daddy” podcast, will leverage her massive social media following to promote the league and engage fans at games. This collaboration aligns with the NWSL’s mission to expand its reach among Gen Z and female audiences while creating a more inclusive and fan-centric culture.
The partnership officially kicks off at the 2025 NWSL Challenge Cup in Orlando, where Unwell will host fan activations, pre-game pop-ups, exclusive ticket promotions, co-branded merchandise, and appearances by Cooper. The partnership also introduces Unwell FC, a new fan hype group to bring energy and celebration to NWSL games.
“This is hands down one of the most full-circle ‘holy s**t’ moments of my career,” Cooper wrote on Instagram. “I’m beyond grateful to NWSL for believing in Unwell.”
LVMH and Formula 1 Forge Historic 10-Year Global Partnership
Luxury conglomerate LVMH has entered into a landmark 10-year global partnership with Formula 1, commencing with the 2025 season. The agreement, valued at approximately $1 billion, will see LVMH’s iconic brands—Louis Vuitton, Moët Hennessy, and TAG Heuer—integrated into key aspects of the sport.
• Louis Vuitton becomes the title partner of the Australian Grand Prix, marking a significant shift in luxury sponsorship within motorsports.
• TAG Heuer replaces Rolex as Formula 1’s official timekeeper, further deepening its presence in the racing world.
• Moët & Chandon champagne returns to Formula 1 podium celebrations, restoring an iconic tradition.
Formula 1’s rapid global expansion—particularly in the United States, Middle East, and Asia—has made it an increasingly attractive platform for luxury brands. Frédéric Arnault, CEO of TAG Heuer, commented, “In recent years, Formula 1 has become one of the most desirable sports in the world. Our partnership will highlight our shared values of innovation, excellence, and high performance.”
Women’s Basketball Stars Promote Healthy Digital Habits Ahead of March Madness
With March Madness underway and International Women’s Day recently celebrated, several women’s basketball players have partnered with UScellular to promote healthy digital habits and combat online abuse.
Iowa State’s Audi Crooks and Iowa’s Hannah Stuelke are among the athletes participating in this initiative, emphasizing the positives and negatives of social media engagement. According to an NCAA study, female college athletes receive three times more online abuse than their male counterparts, exposing them to harmful criticism and mental health challenges.
Crooks, a standout freshman at Iowa State, described the duality of social media:
“Sometimes, I’ll scroll through my direct messages and find a note from a little girl who sees me as a role model and asks for advice or to take a picture with her after a game. Those are the moments that mean the most.”
But she also shared the darker side of online interactions:
“Other times, I see messages and comments from people criticizing everything from my play to my body. It’s hard to ignore.”
Hannah Stuelke, a key player for Iowa, echoed similar experiences:
“I love connecting with young girls who look up to us and want to learn from us. But there are also online who feel like they have the right to say whatever they want, even if it’s hurtful.”
Through this initiative, UScellular and the athletes aim to foster a more positive online culture while encouraging fans and young athletes to engage in social media in a way that uplifts and inspires rather than criticizes and demeans.
These three high-impact sponsorships—NWSL’s partnership with Unwell Hydration, LVMH’s game-changing investment in Formula 1, and UScellular’s effort to address online toxicity in women’s sports—reflect the evolving landscape of sports sponsorship, fan engagement, and brand alignment with meaningful cultural initiatives. Expect to see more brands leveraging the power of sports partnerships to drive authentic connections and deeper audience engagement in the months ahead.