The Portland Thorns inked a multiyear sponsorship deal with home security company Ring this week, marking the most lucrative jersey partnership in NWSL history.
While exact terms were not disclosed, sources confirm that the sum surpasses Bay FC's $2.6 million per-year contract with Sutton Health, as well as Gotham FC's similarly undisclosed Dove sponsorship, reported as a league record last week.
"Working with Ring goes beyond logo placement— it's about deepening our connection with fans and enhancing their experience," said Lisa Bhathal Merage, governor of Portland Thorns and Portland WNBA, in a team release.
"Ring's vision aligns perfectly with our mission to bring fans closer to the team and the game. This collaboration provides unprecedented access and strengthens the bond between our players, fans, and city while continually elevating the fan experience.”
In addition to jersey placement, Amazon-owned Ring will also feature on Portland's cold-weather jackets and media backdrops. Ring also plans to engage in several community initiatives.
Brand partnership deals surge in value across the NWSL
NWSL branding deals are skyrocketing in value, with Gotham FC announcing the a then-record back-of-jersey deal in league history with Dove just last week.
Angel City broke the previous front-of-jersey value record in 2022, as their partnership with DoorDash reportedly brought in over $10 million over the course of a five-year deal.
The race to the top doesn’t stop on the field, as brands increasingly buy into the vision of women’s sports with evaluations skyrocketing and visibility higher than ever.
Gotham and Dove are teaming up, with the 2023 NWSL champs signing a record-setting multi-year kit partnership with the beauty brand on Thursday.
As Dove's first major investment in a women's sports team, the move also ranks as the highest-ever back-of-jersey sponsorship deal in NWSL history.
While Gotham did not provide specific numbers, the contract surpasses Bay FC's then-record $500,000 deal with private equity giant Sixth Street.
Dove joins Gotham in fight to keep girls in sports
The partnership is a part of Gotham's "Keep Her in the Game" initiative, a community effort launched last August to help adolescent girls stay in sports. Dove will serve as the program's presenting sponsor.
"Dove is the ultimate leader in female strength and empowerment, and we could not be prouder to partner with the brand in a number of impactful ways," Gotham FC chief business officer Ryan Dillon said in the team's release. "We are excited to team up with Dove to create key pathways for young female athletes to stay in sports, develop confidence, and become strong future leaders."
"The partnership is taking effect at a crucial time when supporting girls in sports has never been more important."
With girls twice as likely as boys to abandon sports by age 14, "Keep Her in the Game" aims to bolster young athletes' resilience and amplify the joy and connection that happens on and off the playing field.
After impacting 30 local New Jersey and New York youth clubs and more than 500 players in 2024, the initiative is aiming to double its reach in 2025. It will also pass the proverbial mic to the young athletes themselves by creating a Youth Leadership Council.
"The data is clear: Sports build confidence, leadership skills and resilience in young women, benefiting them for years to come," stated Laura DiMiceli, the head of personal care sports marketing for Dove's parent company, Unilever North America. "Dove is committed to supporting 'Keep Her in the Game' as part of our overall mission to help young girls pursue sports and keep playing the games they love."