In a bid to expand its presence in women's sports, New Balance has announced a multiyear partnership with the Women's National Basketball Association (WNBA), becoming an official partner of the league alongside Adidas, Nike, Puma, and Under Armour. The deal will involve various forms of content showcasing Los Angeles Sparks' rookie forward Cameron Brink. Financial details of the agreement were not disclosed.

Jessica Vassall, New Balance's Global Head of Partnerships, expressed excitement about contributing towards fostering growth and gender parity in women's sports through this collaboration. Notably, Brink, a former Stanford University standout and the Sparks' No. 2 draft pick, was signed by New Balance nearly a year ago, marking her as the first female basketball player on the brand's roster.

However, Brink's journey has hit a setback as she recently sustained a season-ending ACL tear, ruling her out for the remainder of the 2024 WNBA season and the upcoming Paris Olympics. Despite this, New Balance plans to feature Brink in upcoming lifestyle and performance campaigns and collaborate on developing future products.

Aside from basketball, New Balance has been making strides in expanding its sports portfolio, with endorsements of tennis star Coco Gauff and MLB sensation Shohei Ohtani. The Boston-based company, with revenues reaching $6.5 billion in 2023, has seen significant global growth and is now aiming to capitalize on the burgeoning women's sports market.

The WNBA's partnership roster continues to expand, reflecting the league's increasing popularity and economic viability. Led in part by emerging stars like Indiana Fever's Caitlin Clark, the WNBA has experienced a 16% rise in attendance and now averages 1.2 million viewers per game.

New Balance's entry into the WNBA sponsorship is strategic, aiming to leverage the league's growing prominence and further bolster its position in the fiercely competitive sports apparel market. With Brink at the forefront of their WNBA endeavors, New Balance is poised to tap into the flourishing women's sports segment, aligning with the upward trajectory of female athletics globally.