Unrivaled Basketball & Maker’s Mark: How Women’s Sports Attract Spirits Sponsorships

The Rising Tide of Women’s Sports: How Unrivaled’s Success Signals a Recent Era for Sponsorship

The recent partnership between Unrivaled, the player-owned women’s basketball league and Maker’s Mark bourbon isn’t just a category first; it’s a powerful indicator of a broader shift in the sports marketing landscape. Increased visibility, growing attendance, and rising sponsor confidence are unlocking opportunities for women’s sports that were previously out of reach, particularly for brands in the spirits industry.

Beyond the Baseline: The Growth of Women’s Sports Sponsorship

According to SponsorUnited’s 2024-25 Women in Sports Marketing Partnerships report, sponsorship deals across women’s sports grew by 12% year-over-year, exceeding the 8% growth observed in men’s professional leagues. This surge is fueled by increased media exposure and a growing cultural relevance. Alcohol, and specifically spirits, is emerging as one of the fastest-growing sponsorship categories within women’s sports.

Unrivaled’s rapid commercial ascent, since its launch, demonstrates this momentum. The league’s co-founders, WNBA stars Breanna Stewart and Napheesa Collier, have positioned the league as a platform for athlete investment and fan connection, attracting brands seeking a more engaged audience.

Why Spirits Brands Are Pouring into Women’s Sports

For decades, stricter league regulations and cultural norms limited hard-liquor sponsorships, especially in major men’s leagues. These barriers are now easing, allowing spirits brands to explore premium activations and responsible-drinking initiatives. Women’s sports offer an especially attractive entry point.

SponsorUnited data reveals that spirits sponsorships are the fastest-growing alcohol subcategory in women’s sports, representing over one-third of the year-over-year growth in alcohol deals. This trend is particularly noticeable in tennis, golf, and soccer, where younger audiences and strong social engagement align with premium spirits branding.

The appeal extends beyond audience growth to audience composition. Fans of women’s sports tend to be younger, more diverse, and more digitally engaged – demographics that spirits brands are actively targeting as consumer habits evolve.

Major spirits companies, like Diageo and Pernod Ricard, are increasingly using sports partnerships to move beyond traditional advertising, emphasizing experiential marketing and branded cocktails. Women’s sports often provide a more receptive environment for these strategies due to fewer legacy restrictions and a greater willingness to experiment.

Unrivaled & Maker’s Mark: A Focus on Experience

The Maker’s Mark partnership with Unrivaled prioritized hospitality and fan engagement over traditional branding. The brand integrated into select hospitality areas, offering specialty cocktails inspired by the league. They also participated in Unrivaled’s pre-game Fan Fest, featuring interactive experiences and signature serves like the Unrivaled Sour and Full Court Espresso Martini.

This approach reflects a broader trend of spirits brands adapting to the unique environment of women’s sports. As Regan Clarke, U.S. Vice president of American Whiskey Brands at Suntory Global Spirits, stated, the partnership wasn’t about “flooding the arena with logos,” but about enhancing the fan experience.

The Future of Sponsorship in Women’s Sports: What to Expect

The Unrivaled-Maker’s Mark deal isn’t an isolated incident. It’s a sign of things to reach. Expect to see:

• Increased Investment: Brands will continue to increase their investment in women’s sports, seeking to establish a foothold before the market fully matures.
• Experiential Activations: A shift towards more experiential activations that focus on fan engagement and creating memorable moments.
• Long-Term Partnerships: Brands will prioritize long-term partnerships that allow them to build authentic relationships with fans and athletes.
• Expansion into New Sports: Growth in sponsorship will extend beyond basketball to other women’s sports, including soccer, volleyball, and gymnastics.

Unrivaled’s success, exemplified by drawing 21,490 fans to its Philadelphia tour stop, reinforces the commercial viability of women’s sports. Leagues like Unrivaled are no longer selling potential; they are demonstrating performance.

FAQ

Q: Why are spirits brands increasingly interested in women’s sports?
A: Women’s sports attract a younger, more diverse, and digitally engaged audience, which aligns with the target demographics of many spirits brands.

Q: What kind of activations are spirits brands using in women’s sports?
A: Brands are focusing on experiential activations, such as hospitality areas, fan fests, and branded cocktails, rather than traditional logo-heavy sponsorships.

Q: Is the growth in women’s sports sponsorship expected to continue?
A: Yes, industry analysts predict continued growth as visibility, attendance, and engagement continue to rise.

Did you know? Sponsorship deals across women’s sports grew 12% year-over-year, outpacing the 8% growth seen across men’s professional leagues.

Pro Tip: Brands looking to enter the women’s sports market should prioritize authenticity and focus on creating meaningful experiences for fans.

What are your thoughts on the growing investment in women’s sports? Share your opinions in the comments below!