Sephora, the NWSL, and LA Marathon: Kicking Off 2025 with Purposeful Sports Partnerships
It's a New Year but the same PPR. Welcome to the first 2025 edition of the Purposeful Partnerships Report , your go-to source for the latest insights on purpose-driven collaborations in the sports industry. This issue dives into SEPHORA ’s exciting partnership with the groundbreaking Unrivaled Basketball 3x3 league, Denver’s newest National Women's Soccer League (NWSL) franchise and its record-breaking expansion, and the Los Angeles Marathon ’s innovative approach to reducing its carbon footprint. Let’s jump right in!
Unrivaled and Sephora Join Forces to Empower Women in Sports
Unrivaled, the groundbreaking new professional women’s basketball league, has partnered with Sephora in an exciting multiyear collaboration, making the beauty giant its official and exclusive beauty partner. The partnership is set to debut just in time for Unrivaled’s inaugural season, which will tip off on January 17 in Miami, Florida. This partnership highlights a shared vision of empowering women athletes and bringing new opportunities to the world of professional women’s sports.
Unrivaled Explained
For those who are unfamiliar with this brand new league. Unrivaled is designed to provide female basketball players with a unique opportunity during the WNBA offseason, a time when many players traditionally head overseas to continue their careers. The league is changing the game by offering a domestic platform where women athletes can stay in the U.S. and continue to pursue their passion for basketball.
The inaugural season of Unrivaled will run for eight weeks, with six teams competing in a round-robin format. The league will use a 3x3 format, with 36 players taking part in this exciting new competition. The teams currently don't have geographic locations, but the league plans to expand its format as it grows in popularity.
What Sephora Brings to the Table
Sephora’s involvement with Unrivaled takes this partnership beyond just traditional sponsorship. As the exclusive beauty partner, Sephora will be integral to creating an empowering and elevated experience for the league’s players. A key element of the collaboration will be the creation of a state-of-the-art glam room for players, offering a space where they can prepare and unwind before and after games. The beauty brand will be involved every step of the way to ensure players feel confident and supported on their journey, both on and off the court. In addition to the glam room, Sephora’s branding will be prominently featured throughout the league’s venues, including on the court and in player entrance areas.?
Sephora's partnership reflects a growing trend in sports, where brands are increasingly seeking to engage with women’s sports in ways that go beyond traditional sponsorship, focusing on creating authentic and meaningful connections. I am looking forward to seeing how the league and this partnership succeeds in year one!
Denver Secures NWSL Franchise with Record $110M Expansion Fee
In a historic moment for women’s sports, Denver has been awarded the 16th franchise in the National Women’s Soccer League (NWSL), setting a new benchmark with a $110 million expansion fee. This record-breaking deal, led by IMA Financial Group CEO Robert Cohen and a team of prominent investors, not only surpasses the previous fee but also underscores the growing value and investment potential of women’s soccer.
This new franchise adds to Denver’s rich sports landscape, already home to five major professional teams: the Denver Broncos (NFL), Denver Nuggets (NBA), Colorado Rockies (MLB), Colorado Avalanche (NHL), and Colorado Rapids (MLS). With this addition, Denver becomes the smallest U.S. city to host teams in six major sports leagues. While entering such a competitive sports market might seem challenging, Denver’s passionate fanbase is likely to embrace this new team wholeheartedly, creating opportunities for rapid growth and community engagement.
A Snapshot of NWSL Partnerships: Insights from 2024
As Denver prepares to launch its NWSL franchise, an examination of league-wide partnerships reveals significant trends and opportunities for brands. In 2024, the NWSL boasted an impressive 1,144 partnerships across its teams, involving 904 unique brands. The most active partnership categories included:
Subcategories such as Athletic Footwear (5.2%), Bars/Breweries/Wineries (2.7%), and Restaurants/Event Spaces (2.7%) also stood out. Leading brands like Gatorade (8 partnerships), Modelo Especial (7 partnerships), and Toyota (5 partnerships) played a prominent role in supporting the league.
These trends provide a glimpse into the potential industries and brands that could align with Denver’s newest sports franchise. Will the new team follow league-wide trends, or will it carve out a unique partnership strategy reflective of Denver’s vibrant local market?
The Opportunity for Denver-Based Brands to Engage
For Denver-based brands, the arrival of an NWSL franchise is a golden opportunity to connect with a fast-growing, purpose-driven audience. Women’s sports fans are known for their loyalty to brands that champion authenticity, inclusivity, and community impact—values that align perfectly with the mission of the NWSL.
From stadium naming rights to co-branded community initiatives, the possibilities for collaboration are endless. Brands can leverage this moment to establish themselves as early supporters of women’s soccer in Denver, building long-term relationships with fans and aligning with a franchise poised to lead the charge in women’s sports.
Stay tuned for a PPR comprehensive "Denver NWSL Partnerships Prediction," where we will breakdown the opportunities for brands to get involved with this brand new franchise!
For more information on this brand new franchise visit: NWSL Franchise Announcement
Los Angeles Marathon Partners with Badges And Medals to Launch Sustainable Medal Program
The Los Angeles Marathon, presented by ASICS, is celebrating its 40th edition in a groundbreaking way. In a newly announced partnership, Badges And Medals has been named the Official Medal Partner and a supporting sponsor of the event’s Sustainability Program. Taking place on Sunday, March 16, 2025, the 40th Los Angeles Marathon is expected to welcome over 26,000 participants as they tackle the iconic 26.2-mile Stadium-to-the-Stars course, which starts at Dodger Stadium and ends near Avenue of the Stars in Century City.
Sustainability at the Forefront
The partnership with Badges And Medals reflects the marathon’s dedication to integrating sustainability into every aspect of the event. Over the course of the three-year collaboration, all medals distributed at TMF events, including the Los Angeles Marathon, will be crafted from 100% recycled metals.
The environmental benefits of this initiative are significant:
Why This Matters
The Los Angeles Marathon’s partnership with Badges And Medals goes beyond a simple sustainability initiative—it’s a bold statement about the evolving future of endurance sports. As global focus intensifies on ethical and eco-conscious practices, this collaboration showcases how major events can lead the way in driving meaningful change.
As highlighted in previous Purposeful Partnerships Report editions, this is yet another example of a property identifying a unique element within their event—in this case, finisher medals—and turning it into an opportunity for sustainability innovation. What might have been overlooked in the past is now a key feature that addresses environmental impact, enhances the marathon’s commitment to reducing its carbon footprint, and creates value for both participants and partners.
Moreover, this initiative unlocks a new partnership category for the marathon, paving the way for collaborations with brands that prioritize purpose-driven missions. It’s a win-win for the environment, the event’s reputation, and its ability to attract like-minded partners seeking to make a difference.
For more details on the Los Angeles Marathon and its sustainability initiatives, visit LAMarathon
That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read and stay tuned for the next edition!
Brand Marketing @ CIBC
2 个月Great read- Happy New Year!