NWSL sponsorships have been increasing exponentially, following the path of the league’s increasing popularity. Sponsorships are a way to take massive steps in visibility for women’s sports and show further support. Let’s take a look at eight new NWSL sponsorships for the 2025 season.
Gotham FC and Dove
Gotham FC will have a back-of-jersey sponsorship for the first time in years after partnering with Dove. The multi-year deal has been named the largest back-of-jersey deal in the history of the NWSL. Additionally, Dove will sponsor community initiatives, such as Gotham FC’s “Keep Her in the Game,” which addresses female involvement in sports and why girls tend to drop sports quicker than boys. This is also the first time that Dove will partner with any type of sports team.
Bay FC and Trader Joe’s
Starting just before preseason, Bay FC signed a massive multi-year deal with Trader Joe’s. The logo will be on the back of the team’s jerseys and symbolizes Bay FC’s motivation to support hunger relief in the Bay Area. Trader Joe’s will also be sponsoring a Bay FC initiative, which will donate $250 for every Bay FC cornerkick to local organizations.
The NWSL and Overtime
In February 2025, NWSL and Overtime announced their content partnership. Overtime will be a valuable media partnership to have to inspire across a multitude of different platforms. There will be new fan engagement and the blending of sports and culture. Overtime will be a valuable asset to the growing NWSL platform and provide additional expertise in developing sports media content.
Portland Thorns FC and Ring
In the middle of February, the Portland Thorns announced a front-of-jersey and multi-year sponsorship with Ring. Ring has now become their most notable sponsor and will grow the team’s commercial potential in the United States and internationally. Along with the front-of-jersey placement, Ring will also support women’s soccer programs like the Thorns’ Women’s Coalition.
The NWSL and Bobbie
Near the end of 2024, the NWSL announced another multi-year partnership with Bobbie, a pediatric nutrition company. The infant formula and mom-founded partner add to the continuous support the NWSL has for mothers, whether on or off the field. As a part of the partnership, Bobbie will implement on-site feeding and lactation areas for mothers. Throughout the 2025 season, Bobbie will also award a Parent’s Day Award to one parent from each NWSL club.
NC Courage and Jump
Beginning in January, North Carolina Courage and Jump partnered in the teams’ industry-first sponsorship. Jump is a platform dedicated to creating a fan experience for professional sports teams. Jump will work with NC Courage’s sales, app, records, and tools to help with the fan experience. It will make the fan experience more comprehensive and seamless overall.
Kansas City Current and Sheraton Kansas City Hotel
KC Current announced a partnership with the Sheraton Kansas City Hotel in March. The hotel is close to their local hotel and will be convenient for the NWSL fans to support the professional women’s sports league. The hotel has featured KC Current’s 2025 Media Day and will be able to host over 700 guest rooms.
Angel City and CarMax
In February, Angel City announced a partnership with CarMax, an official auto retailer. Angel City and CarMax will support youth access to sports through their “Presenting Partner of the Angel City Camps Series.” This will provide youth soccer camps for about 500 kids. CarMax and Angel City are dedicated to equity, essentials, and education. Additionally, CarMax will be selecting fans for free parking each match!
Image via @wearebayfc on Instagram
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