WNBA Star Stewart Leads Shift to Equity in Women's Sports Sponsorship
WNBA star Breanna Stewart's transition from cash endorsements to equity stakes highlights a rapid financial maturation in women's sports marketing, a sector now growing 50% faster than men's leagues.
WNBA star Breanna Stewart is restructuring her commercial portfolio by trading traditional endorsement fees for equity stakes. This shift highlights a rapid financial maturation in women's sports marketing.
The New York Liberty forward said the economics of athlete partnerships have fundamentally changed since she entered the league in 2016. “You would get endorsements and partnerships, but it was just cash on the table. And now it’s more so becoming less cash and more equity,” Stewart said, adding that equity creates a lasting investment in both the company and the athlete.
This pivot to ownership aligns with a broader market expansion. Women’s sports sponsorships are growing 50% faster than men’s major leagues, with industry reports projecting the sector will reach $2.5 billion. A 2025 study by Parity found that 46% of Gen Z and Millennial sports fans are more likely to purchase from a brand sponsoring a woman athlete, compared to 35% of sports fans overall.
Corporate partners are reporting measurable returns on these authenticity-driven deals. CLIF Bar, where Stewart helped create a custom caffeinated flavor, generated over 300 million impressions through the partnership. Brooke Donberg, CLIF’s Director of Partnerships and Activations, noted that Stewart was a consumer of the brand long before becoming an ambassador.
Financial institutions are also prioritizing these long-term alignments. Andrea Brimmer, Chief Marketing and PR Officer at Ally Financial, said Stewart understands sponsor relationships in a way that is rare in modern sports marketing. Brimmer added that Stewart’s insights and presence have been incredibly impactful for the bank's brand.
Stewart’s focus on equity and product integration culminated in her co-founding the 3x3 basketball league Unrivaled with Napheesa Collier. The league grants equity to its founding players, a structure Stewart said allows athletes to invest directly in what they believe in. Unrivaled was recently valued at $340 million after just two years of operation.
Despite the sector's growth, Stewart noted that female athletes remain underrepresented in mainstream media and advertising. However, the underlying financial metrics suggest the commercial investment gap is closing as brands recognize the economic power of ownership.
