A collection of sponsorship deals, endorsements, and announcements to reveal milestones that these players are achieving.

As players and fans settle into the off-season, there’s been a temporary pause in action-packed moments from games being shared online. The “quieter” coverage of the WNBA allows original, player-created content to shine, but their recent business-related moves are often overshadowed by sports-related coverage. Combining their growing popularity with diverse personal styles, players use an entrepreneurial approach when taking their public image beyond the realm of sports or innovating upon traditional athlete deals. 

While many players head overseas to play during their off-season, other players are inspired to think out of the box by learning new trades or hustling to negotiate brand deals. The last few years of the WNBA have revealed an increasing number of players who are joining prestigious sportswear “families,” and there are actually even more WNBA players with brand deals than fans would expect: a 2022 study on female professional athletes and collegiate NIL athletes found that 3,500 brands bought a total of 5,650 sponsorships in 14 different leagues. 

Navigating traditional sports-related deals, as well as contemporary fashion, beauty, and wellness brands, the rise of entrepreneurship helps players in reaching audiences outside of basketball. When stylish brands like Glossier and Savage x Fenty select players as their brand ambassadors, it confirms that WNBA stars are inspirational figures who can influence non-sports fans. While partnership deals across women’s sports have increased 20% year-over-year across major U.S. sports (LPGA, NWSL, WNBA, WTA), there’s a large opportunity for more non-sports brands to invest in female athletes. 

Presenting a summary of innovative deals and unconventional business announcements from WNBA players, this article is the first in a two-part series that explores athlete image. From major, multi-year contracts with leading sportswear brands to custom content in brand ambassador deals, the diverse expressions of these players reflect in their entrepreneurial journeys. Next week, check back for a second article that analyzes these deals through exclusive brand and player insights. 

Moolah Kicks Launches Two Stylish Players as Brand Ambassadors

Founded in 2020 by Boston College graduate Natalie White, and Moolah Kicks is the first basketball sneaker brand built exclusively for women. On October 20, 2022, they signed Destanni Henderson of the Indiana Fever as one of its first ambassadors for the new Neovolt Pro shoe. Recently, on November 22, 2022, Moolah Kicks also signed Courtney Williams of the Connecticut Sun; both players will hoop in the Neovolt Pro in the 2023 WNBA season. 

Allisha Gray Embarks on a Restaurant Venture 

On September 28, 2022, Dallas Wings player Allisha Gray went on Twitter to announce her exciting off-season purchase: a WNB Factory franchise in Milledgeville, GA. Although Gray isn’t from Milledgeville, she is an alumna of Washington County High School in nearby Sandersville. While sports fans frequently travel to athlete-owned restaurants, Gray joins a short list of WNBA restaurant owners that includes Sue Bird, Maya Moore, Deanna Nolan, Alana Beard, Marissa Coleman, and Angel McCoughtry.

Two Rising Star Players Named to Forbes 30 Under 30

Across the buzzy Forbes 30 Under 30 on Tuesday, Dallas Wings player Arike Ogunbowale and New York Liberty player Sabrina Ionescu were honored on its Sports List. Ogunbowale’s feature on Forbes mentions her work as a founding member of LeBron James’ ‘More Than a Vote’ initiative and as an investor in Just Women’s Sports. At 25 years old, Ogunbowale has also exhibited on-court excellence at Notre Dame and as a WNBA All-Star. Ionescu’s feature pays respects to her first All-Star recognition, as well as her work as an ambassador for Boardroom, Kevin Durant’s media company, and as a strategic partner with Durant’s Thirty-Five Ventures. 

Chiney Ogwumike Co-launches the Women’s International Pickleball Association 

During the espnW Women + Sports Summit on November 2, 2022, Chiney Ogwumike of the Los Angeles Sparks announced the Women’s International Pickleball Association. Alongside co-founders Rachel Hong, pickleball pro, and Allison Galer, Disrupt the Game president, Ogwumike spoke about empowering aspiring women athletes in the sport. The WIPA notes that it’s one of the fastest-growing games in the world, and with Ogwumike’s input, the group will create an ecosystem for serving success. 

Sabrina Ionescu Returns to UO as Director of Athletic Culture

Taking on a part-time job for the off-season, Sabrina Ionescu of the New York Liberty has been named as the Director of Athletic Culture at the University of Oregon. Working with the Oregon Ducks’ women’s basketball coach Kelly Graves, Ionescu will aid with student-athlete development, as well as work as a resource for current and future students. 

Kelsey Plum Joins the Under Armour Roster 

Announced on November 2, Las Vegas Aces player Kelsey Plum made waves on social media with news that she’s joining the Under Armour roster of athletes. Sharing a passion for growing the game for the next generation of women in sports, Plum and Under Armour strive to achieve more than the standard brand partnership. While Plum previously signed a multi-year agreement with Nike in 2017, her stellar performance has made her a highly coveted player for any brand. 

Han Xu Receives Official Co-Signs from Nike and Glossier 

This week, Han Xu of the New York Liberty announced that she’s a Nike athlete. As the first Chinese player drafted to the WNBA in 22 years, Han is in a unique position to increase WNBA’s fanbase in China. Shared on the Locked on Women’s Basketball podcast, the final game in the FIBA Women’s World Cup between USA and China was up 227% with an average of 446,000 viewers. Earlier in October, Han also made a rare Instagram post announcing that she’s also a Glossier partner. 

Breanna Stewart Utilizes the Benefits of Therabody

Under a multiyear deal with Therabody, Breanna Stewart of the Seattle Storm has shared work-out and recovery tips as an athlete ambassador. Apart from creating original content, Stewart previously invested in Therabody during the company’s funding round, joining investors like Kevin Durant and James Harden. While Stewart has used Therabody after her Achilles surgery, she’s also spoken out about its benefits during her periods and raised awareness for the impact of menstrual symptoms on female athletes.

DiJonai Carrington Creates Content for Savage x Fenty Deal

Beginning in January of 2022, Connecticut Sun player DiJonai Carrington has maintained an endorsement deal with Savage X Fenty. Creating original content of herself in the brand’s garments, Carrington joins an elite rank of traditional style influencers who represent the energy of Rihanna’s lingerie brand. Carrington mentions her endorsement deal in a New York Times article on marketing in the W before revealing her game-day beauty routine. 

Aari McDonald returns to Arizona as Director of Recruiting Operations

Atlanta Dream guard Aari McDonald will return to her alma mater and work with Arizona‘s women’s basketball team as their Director of Recruiting Operations. Rather than venturing overseas, McDonald will be on-campus during the offseason. McDonald expressed her excitement about the opportunity to go back to Tuscon on Instagram.

*This article highlights a select few players and does does not represent all players that have created marketing deals.

WNBA reporter Kirsten Chen writes a lifestyle & fashion column on WNBA.com throughout the season and can be reached on Twitter through @hotgothwriter. The views on this page do not necessarily reflect the views of the WNBA or its clubs.