The news: The National Women’s Soccer League (NWSL) is tapping into women-led brands to strengthen its connection with younger female fans.
- E.l.f. Cosmetics will be the presenting partner of the NWSL Challenge Cup for the next three seasons, reinforcing its commitment to women’s sports.
- Alex Cooper’s new brand Unwell Hydration has signed a season-long sponsorship deal with in-game activations and digital promotions. Cooper, host of the extremely popular “Call Her Daddy” podcast, will be personally involved in marketing efforts.