In the 10 years she\u2019s been executive director of the WNBPA, Terri Carmichael Jackson has seen its approach to sponsorships evolve.<\/p>\n
From struggling to get meetings in the early years to a string of post-Covid deals that served as a trial phase, the union is now seeing a record number of brands sign multiyear deals.<\/p>\n
\u201cNow we see commitment. Now our pitch decks are filled with creative ideas, lots of different scenarios,\u201d Jackson told me. \u201cAs the PA we\u2019ve done, alongside our members, enough of the storytelling that makes those pitch decks really come to life. People identify immediately with what we\u2019re talking about. They\u2019ve seen us activate already.\u201d<\/p>\n
The WNBPA\u2019s licensees have grown 10x from the four it had in 2019. The PA began working with OneTeam Partners in 2021, helping it bring in sponsorship deals with Google Pixel, L\u2019Oreal, Aflac and Intuit\/QuickBooks. Those deals helped the union triple the revenue from sponsorships since early last year and see a 250% YOY increase over All-Star Weekend. <\/b><\/p>\n
From talking to Jackson (a 2022 member of SBJ\u2019s Power Players<\/a>) and Emily Sisson, SVP\/sponsorships, athlete and partner marketing at OneTeam, it\u2019s clear how they\u2019ve built a model of success.<\/p>\n Solve a problem<\/b><\/p>\n For Sisson, who joined OneTeam in early 2024, thinking through deals started with helping address needs for the PA and players. <\/p>\n \u201cWe really started to focus on what problems are these women facing?\u201d she said. \u201cAnd how can we bring solutions to brands that not only solve a problem for the players and the PA but also bring brands closer to the athletes and allow their investment to really be impactful and to be seen?\u201d<\/p>\n So that means signing Google Pixel as a partner to provide new devices, including earbuds or watches. Or Aflac, which upped the prize money<\/a> of the 3-point contest and skills challenge to $115,000.<\/p>\n It\u2019s also why looking at deals around financial services, housing and airlines are high on Sisson\u2019s list.<\/p>\n \u201cThere are pretty significant categories that are up for the taking,\u201d she said.<\/p>\n Align authentically<\/b><\/p>\n The appeal for several of the brands is the connection to the players, who are driving the conversation and businesses in their own right.<\/p>\n Enter Intuit\/QuickBooks, which OneTeam signed to deals with both the WNBPA and the USWNTPA. With members of both unions in L.A. for the ESPYs, it hosted a<\/a> Start Up Training Camp<\/a>. <\/p>\n Understanding the reason behind the sponsorship and the connection with the athletes stands out among the brand reps, Sisson said.<\/p>\n \u201cWhen they have a moment to spend time with either the PA leadership or women from these players\u2019 associations who are the athletes, they find themselves leaving the conversation or the interaction like, \u2018Wow. Either our pathway to do something with these women is now solidified because of the interaction that I just had, or I\u2019m so glad that we did that. We\u2019re never going to be able to unwind this because we\u2019re almost emotionally connected,\u2019\u201d she said.<\/p>\n Provide resources<\/b><\/p>\n Having more partners has allowed the WNBPA to do more, including providing more support around Rookie Premiere or union meetings around the country.<\/p>\n The growth was obvious during All-Star Weekend in July, with Google Pixel presenting the players\u2019 lounge<\/a>. I can tell you from visiting the space in Indy, it was a good spot to convene the players, have discussions and offer some respite. The space in the Marriott Downtown featured a glam studio by L\u2019Oreal<\/a>, the players\u2019 brunch was sponsored by QuickBooks<\/a> and there was a photo studio and space for the Aflac Duck. Three years ago, something like that didn\u2019t exist.<\/p>\n That support of the PA comes as it is in negotiations with the league on a new CBA, with it looking increasingly unlikely that a new one will be in place<\/a> before the Oct. 31 deadline. As the players push for salary increases and a greater share of quickly growing revenue, the success of the PA\u2019s sponsorships serves to highlight their value.<\/p>\n \u201cEverybody understands the goal. We want to position the players for success. We want them to look and feel good about this,\u201d Jackson said. \u201cWe know their worth, and the marketplace does not lie. … It tells us that the league could do better and must do better.\u201d<\/p>\n