How AT&T and the WNBA Reimagined Their Partnership Amid the Chaos of 2020

Going beyond traditional sponsorships to work with companies and support players


When the Women’s National Basketball Association first rolled out its inaugural Changemakers partnership program in January, the league couldn’t have known just how much life was about to change in the coming months.

The unique initiative involved a set of sponsorship deals with the likes of AT&T, Nike and Deloitte meant to help fund the league’s ongoing business transformation as it accounts for benefits and salary raises won by the players’ union in a collective bargaining agreement struck at the start of the year.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in