Gotham FC x Dove, Invictus Games 2025, and NHL’s 4 Nations Face-Off Driving Impact

Despite heavy snowfall across Eastern North America this weekend, PPR is here as always. Welcome back to the Purposeful Partnerships Report, your go-to source for the latest insights on purpose-driven collaborations in the sports industry. In this edition, we’re diving into Gotham FC’s record-breaking back-of-jersey sponsorship with Dove, the impact of the 2025 Invictus Games, and how the NHL’s 4 Nations Face-Off is giving back to local minor hockey associations. Let’s jump in!

Gotham FC and Dove Team Up for Record-Breaking Back-of-Jersey Sponsorship

As the NWSL prepares for its 13th season, NJ/NY Gotham FC has secured a groundbreaking back-of-jersey sponsorship with Dove, a deal that now stands as the highest-valued back-of-jersey sponsorship in league history. This multi-year agreement surpasses the previous $500,000-per-year benchmark set by Bay FC’s partnership with Trader Joe’s, signaling a major step forward in the commercial growth of women's soccer.

This partnership is more than just a jersey placement; it's a mission-driven collaboration aimed at empowering young female athletes. Gotham FC’s “Keep Her in the Game” initiative, launched last year, addresses a critical issue: girls drop out of sports at twice the rate of boys by age 14. In its first year, the program provided specialized training for coaches and impacted more than 500 young athletes, with a goal to double that reach in 2025.

For Dove, a brand long committed to body confidence and self-esteem, this partnership aligns seamlessly with its “Body Confident Sport” program. Launched in 2023, the initiative provides coaching tools to help girls aged 11 to 17 build self-confidence and stay engaged in sports. According to Dove, 45% of girls drop out of sports due to low body confidence by age 14, an issue the brand recently spotlighted in a high-profile Super Bowl ad.

Beyond the jersey sponsorship, Dove will also serve as the presenting sponsor of Gotham FC’s “Keep Her in the Game” initiative, marking the first time the brand has partnered with a professional sports team. This move underscores the growing intersection of purpose-driven brands and sports sponsorships, where mission alignment can drive both impact and visibility.

I was a huge fan of what Dove did around the Super Bowl, and seeing this partnership take shape is even more exciting. It shows an authentic extension of their mission and a true investment in the future of women’s sports. With its 2025 season set to kick off on March 15, Gotham FC isn’t just making history on the field, it's setting a new precedent for purpose-driven sponsorships in women’s soccer.

To learn more about the partnership click here.

The Invictus Games 2025 A Celebration of Resilience and Community Impact

The 2025 Invictus Games in Vancouver and Whistler, which took place from February 8 to February 16, marked a historic milestone as the first edition to feature adaptive winter sports. Competitors showcased their strength and determination across events such as alpine skiing, snowboarding, Nordic skiing, and wheelchair curling, alongside established competitions like wheelchair rugby and sitting volleyball. The introduction of winter sports underscored the Games’ commitment to expanding recovery and rehabilitation opportunities through diverse athletic challenges.

Beyond the competition, the 2025 Invictus Games were a deeply community-driven event. Organizers worked closely with Indigenous communities, volunteers, and local businesses to create an inclusive and impactful experience. Cultural elements and support initiatives were woven into the fabric of the Games, reinforcing their mission of recovery, resilience, and empowerment.

For many competitors, the Invictus Games are more than a sporting event—they represent a pivotal step in their recovery journey, helping them rebuild confidence, find renewed purpose, and forge lasting connections with fellow veterans. The Vancouver-Whistler edition continued this tradition, fostering an environment where both physical and mental well-being were prioritized.

The Games’ impact also extended to the broader sports and business landscape. Governments, non-profits, and corporate partners recognized the power of purpose-driven initiatives and aligned with the Games to support veteran well-being, adaptive sports, and mental health awareness. The 2025 edition served as a powerful reminder of the importance of investing in programs that help veterans thrive beyond their service.

As the 2025 Invictus Games conclude, their legacy remains. The event not only celebrated strength, community, and perseverance, but also set a new precedent for inclusion, innovation, and long-term impact in adaptive sports.

To learn more about the games click here.

4 Nations Face-Off 50/50 Uniting Communities Through Hockey

The 4 Nations Face-Off has been an exciting reintroduction of best on best international hockey for fans. The tournament has featured Canada, the United States, Sweden, and Finland, bringing world-class competition to hockey fans everywhere. As some of the best players in the game represent their countries, the tournament has not only showcased elite talent but also served as a platform to grow the sport at all levels.

A key initiative launched alongside the event is the 4 Nations Face-Off 50/50, a collaboration between the NHL, NHLPA, and Rogers designed to make a lasting impact in communities across Canada. More than just a charitable draw, this initiative channels proceeds into grassroots hockey programs, youth development, and local charities, ensuring that funds directly benefit the regions where they are raised.

Proceeds will support the Hockey Canada Foundation, NHL club foundations, and community organizations, helping to provide greater access to the sport for underserved youth, improve local rinks and facilities, and expand opportunities in adaptive and para-hockey. Beyond financial support, the initiative strengthens the connection between fans and their communities, demonstrating how hockey can be a force for positive change.

Whether it’s equipping minor hockey teams, increasing opportunities for Indigenous youth, or supporting local charities, the 4 Nations Face-Off 50/50 ensures that hockey’s impact extends beyond the rink. As fans come together to celebrate international competition, they’re also helping to shape the future of the sport at its most fundamental level one ticket at a time.

To learn more about the program click here.

Final Thoughts

As the sports calendar ramps up in 2025, it’s inspiring to see teams, leagues, and brands leveraging their platforms to drive real impact. Whether it’s Gotham FC and Dove investing in the future of women’s sports, the Invictus Games redefining resilience, or the NHL’s 4 Nations Face-Off 50/50 strengthening grassroots hockey, these initiatives prove that sports are more than just competition, they’re a catalyst for meaningful change.

As we continue to track purpose-driven partnerships, one thing remains clear: when brands and organizations align with a greater mission, the benefits extend far beyond the game. Looking ahead, it will be exciting to see how these efforts evolve and inspire even greater investment in community-driven sports initiatives. Stay tuned for more insights in the next edition of Purposeful Partnerships Report!