Coach Partnership Fuels WNBA Growth,Demonstrates $7 Return on Investment
NEW YORK – A strategic partnership between the WNBA and coach is driving meaningful growth for the women’s basketball league,extending its reach beyond conventional sports fans and solidifying players as cultural icons,according to executives from both organizations. The collaboration is not only boosting brand engagement for Coach but also demonstrating a significant return on investment for WNBA sponsors, with every dollar spent in support of the league yielding a $7 return.
The partnership leverages the WNBA’s unique position at the intersection of sports, culture, and lifestyle, particularly through the league’s increasingly popular “tunnel walks” – now viewed as runway-style showcases of player self-expression. This alignment with fashion and broader cultural trends is attracting new audiences and amplifying the stories of WNBA athletes, many of whom are women of color and identify as LGBTQ.
“Our fans are more likely to support brands that support the WNBA,” stated WNBA Head of Global Partnerships, Erika Edison.She further explained that the partnership extends the league’s relevancy,positioning players “not just as these elite athletes,but as style and cultural icons.”
For Coach,the WNBA partnership is contributing to “massive growth in all our sports metrics,” including impact value,search value,and social engagement,according to coach Brand President and Chief Marketing Officer Sandeep Silverstein. She emphasized the company’s commitment to “hardwiring purpose into a growth model,” adding, “For us, it really is about amplifying purpose, but in ways that are engaging audiences and driving our long-term performance goals.”
The league’s demographic composition – 80 percent women of color – presents a powerful prospect for brands like Coach to amplify diverse voices. Silverstein highlighted the importance of supporting athletes who are “challenging norms about what it means to be a female athlete,” inspiring a broader audience.
Beyond immediate brand benefits, the partnership aims to address long-term trends impacting women in sports. Edison noted that 94 percent of women in C-suite positions played organized sports, with over 50 percent competing at the collegiate level. However, girls drop out of sports at twice the rate of boys by age 14. Seeing athletes like Paige bueckers showcased in Coach apparel, Edison believes, can provide the confidence needed to continue participation.
The WNBA’s tunnel walks have been transformed into “runway walks,” with players expressing themselves through fashion, ranging from streetwear to high-end luxury. Edison emphasized the importance of authenticity and intentionality in these displays of self-expression. The partnership also benefits from the increased visibility of stars like Caitlin Clark, drawing in fans who followed her journey through the NCAA.
