The thrill of the chase

The GIST: Last week, the WNBPA signed JPMorganChase as its financial education partner and financial services sponsor. It’s another example of Chase deepening its commitment to women’s sports, especially in women’s basketball, and it illustrates how the WNBPA is increasingly positioning itself as a valuable property reflecting player voices and values.

• We spoke with JPMorganChase’s head of sports and entertainment marketing Kate Schoff and WNBPA executive director Terri Carmichael Jackson about how this partnership benefits both sides. Take it to the bank.

The partnership: Most of the WNBPA’s current partnerships center on licensing deals for athlete NIL — but this one goes deeper. Schoff said the Chase deal expands the bank’s existing commitment to the NBPA and to supporting athletes off the court with financial education and services, noting that WNBA athletes have “completely redefined the business of sports” with “discipline” and “drive” in business endeavors.

• Carmichael Jackson pointed to an increased “depth” in the WNBPA’s recent partnerships, saying the org wants to work with partners “who invest in players as a whole, supporting everything from business ventures and content creation to advocacy work.”

The value: Carmichael Jackson said the WNBPA is more than a labor organization: It’s “a platform, a storytelling engine, and a direct connection to a highly engaged, values-driven fanbase.” Moreover, member athletes lend “authenticity and credibility” to discussions around pay equity that attracts financial brands, because “when that connects to real financial opportunity, it carries weight.”

• While teams and leagues offer “scale and structure,” according to Carmichael Jackson, the union offers authenticity, access, and trust.

• For brands, the opportunity to build real relationships with athletes “opens the door for more meaningful storytelling, deeper engagement, and ultimately stronger loyalty” — not to mention “values-based alignment” with athletes leading powerful cultural trends.

The takeaway: There likely isn’t a better time to partner with WNBA athletes, especially after several months of contentious CBA negotiations. Athlete profiles are rising, and their perspective matters — and so does seeing brands support them. The WNBPA has already been the focus of a feature-length documentary, and fans flock to athletes on social media.

• Unrivaled’s “player-forward” approach has proven to win over fans, and clearly there’s still a lot of white space with the WNBPA — the union doesn’t have many partnerships like its extensive one with Chase. Cha-ching.

The GIST: Last week, new WNBA draftee Flau’jae Johnson announced she would become an owner of an Overtime (OT) Select team dubbed Flau State (which fellow rapper Wale may coach). We checked in with Johnson last week to discuss how OT Select bolsters the women’s basketball pipeline and what the deal means — to her and to sponsors.

The background: Johnson has been heavily involved in the elite high school girls’ basketball league since its 2024 launch, first participating as a player and later as a coach. Now, she’s excited to be “on the ownership side,” noting that current players are inspired to see a fellow baller rise up through the ranks to become an owner.

The impact: Johnson said that if OT Select existed when she was in high school, she would have “had a chance to really build a platform” — a remarkable statement from NCAA basketball’s leading NIL athlete. She said the program is giving girls an unprecedented spotlight, and there’s increasing interest from brands to sign women’s basketball players as early as possible.

• Johnson says OT excels at showcasing player personalities so fans and followers “fall in love with them as people,” creating “these mini superstars” that are “a step ahead” of what she had entering college.

• For brands, getting in early with star athletes has its benefits — consider how Geico followed Azzi Fudd and State Farm followed Caitlin Clark to the WNBA. Brands like Invisalign are already looking to OT Select to win over what Johnson calls “real fans.”

Zooming out: Brands are increasingly seeing the opportunity with OT Select’s avid audience, and its brand portfolio has only grown. Gatorade, State Farm, Adidas, Target, Hershey, T-Mobile, and E.l.f. have all signed on as Season 3 sponsors.

• Media and brand exposure will continue to raise the profile of athletes as they come up, something brand partners can take advantage of by backing an athlete early. As Johnson and Cameron Brink have told us, early brand loyalty matters to athletes.

• “Investing in women is amazing, but investing in girls is generational,” Johnson said. “It’s exactly what we need.” Who run the world?