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LA Sparks claim WNBA first with Molson Coors beverage deal

Basketball team's interim president hails company for "stepping up to make an investment" in women's sport.

30 March 2021 Sam Carp
  • Partnership represents first all-encompassing beverage deal in WNBA history
  • Molson Coors to promote over 100 alcoholic and non-alcoholic brands through in-arena signage, social media content and sweepstakes
  • Elsewhere, NWSL names Nationwide as first ever exclusive insurance partner

The Los Angeles Sparks women’s basketball team have named Molson Coors as their first ever beer partner.

The partnership represents the first all-encompassing beverage deal of its kind in the history of the Women’s National Basketball Association (WNBA), while Forbes reports that it is also a first-of-its-kind beer partnership for a professional women’s sports team.

Under the agreement, Chicago-based Molson Coors will have the right to promote its entire portfolio of more than 100 alcoholic and non-alcoholic brands through in-arena signage, social media content, sweepstakes and other activations. 

Among the beverages that Molson Coors plans to advertise through the partnership are Vizzy Hard Seltzer, Blue Moon LightSky and Coors Light, as well as non-alcoholic brands such as Huzzah Probiotic Seltzer, ZenWTR and Zoa. 

In addition, Molson Coors plans to promote the relationship both in the arena and at retail spaces through displays in local grocery stores and other customer-facing marketing activities. The pair also intend to collaborate on digital content to celebrate the Sparks’ 25th anniversary season.

“We’re excited that Molson Coors is stepping up to make an investment in a women’s professional sports team,” said Natalie White, the Sparks’ interim president and chief operating officer. “It speaks volumes that one of the world’s largest brands recognises the impact of the LA Sparks and the WNBA and wants to partner with our organisation to be a changemaker in the sports sponsorship space.”

Elsewhere in US sport, the National Women’s Soccer League (NWSL) has named Nationwide as its first exclusive insurance partner.

The multi-year deal sees Nationwide join a growing roster of NWSL sponsors, which now also includes Budweiser, Secret, Nike and Verizon.

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