The WNBA’s 2024 season is nearing its end, but the league has made significant strides in commercial growth that will leave a lasting impact. This year, the WNBA has attracted various advertisers who previously had little to do with basketball, including brands like dating app Bumble, the over-the-counter birth control product Opill, and automobile lubricant manufacturer Castrol.
Castrol has signed on as a sponsor for the upcoming NBA season, motivated by a desire to connect with the WNBA’s expanding fanbase. Although the financial specifics of the deal were not disclosed, Castrol CEO Andreas Osbar emphasized that this partnership allows the brand to engage with new and diverse audiences.
Media buyers attribute this rise in sponsorship to the proactive engagement strategies employed by both the NBA and WNBA, which include flexible advertising opportunities. The WNBA has been a pioneer in introducing innovations like jersey patches, making it easier for brands to partner with the league.
WNBA Sees Commercial Growth with Diverse Sponsorships as Season Approaches Its End
Non-traditional advertisers like Castrol, underwear brand Skims, and used car sales platform CarMax have begun collaborations with both leagues, indicating a growing recognition of the unique offerings these sports leagues provide. Jimmy Spano, EVP at Dentsu Sports, noted that the influx of non-endemic brands reflects a shift in how advertisers view the leagues’ potential.
Colie Edison, the WNBA’s chief growth officer since 2022, expressed her enthusiasm about the influx of new sponsors. She highlighted the league’s growth, cultural relevance, and the multifaceted nature of its players, which have opened the door for a wider array of non-endemic brands.
Edison noted that the league’s ability to attract such diverse sponsorships underscores the broader economic opportunities tied to its success, signaling a shift away from traditional industry-specific partnerships.
Castrol, while experienced in sports marketing through its partnerships with soccer, football, and NASCAR, is now focused on reaching a younger, female demographic to boost revenues in the U.S. market. Osbar indicated that internal research revealed a significant number of female drivers involved in oil and lubricant purchasing, presenting an untapped opportunity for Castrol.
This aligns with statistics showing that women constitute 44% of WNBA fans, compared to 40% of NBA fans, with the WNBA audience being younger overall, further indicating the potential for targeted marketing.
Looking ahead, Castrol is preparing to launch a substantial media activation program alongside its sponsorship, focusing on both traditional and digital advertising. While Osbar did not disclose specific costs, he mentioned the investment was considerable, prompting careful consideration before proceeding.
The activation plan will involve TV, digital channels, paid social, influencer marketing, and in-store promotions. Additionally, there is optimism that the WNBA’s more diverse audience will be more receptive to brands that support women’s sports.
Research suggests that fans of women’s sports are more likely to engage with brands that sponsor their teams, making the WNBA a compelling choice for advertisers aiming to connect with these passionate audiences.
