The Women’s National Basketball Association (WNBA) has opened the second half of 2004 with new marketing relationships with Nike, Foot Locker, Dell and The Milk Board.
The deals come on the heels of the USA Women’s Senior National Team’s gold medal-winning performance in Athens. The Nike deal includes its Brand Jordan and Converse brands.
The marketers plan to leverage the league’s ability to reach an avid fan base of women—who make 80% of all household purchase decisions—and girls.
As the season resumes, ratings for women ages 18-49 are up 33% on ABC and up 67% for teens on ESPN2. Interest from blue-chip companies is at an all-time high, as evidenced by the highest number of marketing partners in WNBA history.
Earlier in the year, Nokia joined forces with the league and Procter & Gamble added two brands to its deal, making a total of 10 P&G brands promoted through the WNBA.
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