As fandom around women’s sports surges, brands are investing at a pace the WNBA has never experienced. In 2024, league teams generated an estimated $76 million in sponsorship revenue—compared with $1.62 billion for NBA teams in 2024–25—underscoring both the rapid growth of the women’s game and the enormous commercial runway still ahead. And in this shifting landscape, WNBA athletes are emerging not just as the faces of franchises but as cultural catalysts. This spring, Angel Reese became the first pro athlete to walk in a Victoria’s Secret fashion show;, while Paige Bueckers was cast in a scripted feature film by Apple Original Films—clear signs that these players’ influence extends far beyond the court.

For brands, the takeaway is clear: influence today isn’t measured only in stats or jersey sales, but in cultural relevance. WNBA athletes are delivering that in ways few other properties can—and the partnership trends across the league show it. Players like Lexie Hull (23 deals), Paige Bueckers (20 deals), and Sydney Colson (17 deals) have rapidly grown into some of the league’s most active endorsers. Their partnership portfolios now span community-rooted companies and national powerhouses alike, reflecting the rising value of athletes who bring both elite performance and authentic storytelling to the table.

What sets these athletes apart is not just their reach, but their ability to shape narrative. Reebok, for example, is marking its return to the women’s basketball market by focusing on Angel Reese, who recently inked a multi-year extension with the brand. Their partnership includes the upcoming launch of the “Angel Reese 1,” a signature performance shoe set for release in 2026—an investment not only in product, but in persona. Meanwhile, Breanna Stewart’s collaboration with Puma has evolved into a long-running signature line that aligns her with the brand’s “She Moves Us” initiative—amplifying her voice as both an athlete and advocate.

Rising stars are also fueling a new wave of social-led influence. Sophie Cunningham has seen her following surge by 636% year-over-year, now reaching 3.26M fans across platforms. Others like Kaitlyn Chen, Sonia Citron, and Saniya Rivers are transforming breakout performances into digital momentum—drawing the attention of brands looking to activate across channels, not just courts. From TikTok takeovers to behind-the-scenes brand content, these athletes are shaping how influence is built and bought.

Emerging partnerships reflect this shift toward purpose and personality. U by Kotex’s “Play on Your Period” campaign made headlines through bold activations, including players like Courtney Williams and Natisha Hiedeman debuting symbolic “period-red” hairstyles on game day. On the fashion front, Coach’s multiyear WNBA partnership debuted with the Orange Carpet at the 2025 Draft, featuring Paige Bueckers and Hailey Van Lith in high-impact storytelling moments. These campaigns aren’t just sponsorships—they’re statements. And as brands continue to seek cultural fluency and consumer connection, WNBA athletes are proving to be powerful creative partners at the center of sport, style, and social voice.

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