Restaurant brands leverage the growing popularity of the WNBA
The WNBA is having quite a moment of late, with all 12 teams delivering record attendance levels in 2024 and at least double-digit year-over-year growth.
Further, television viewership experienced a 155% increase year-over-year, while merchandise sales saw a 236% increase. WNBA social media channels garnered 157 million video views in 2024, marking a triple-digit increase.
“What’s happening now in women’s basketball is confirmation of what we’ve always known: The demand is there, and women’s sports is a valuable investment,” WNBA chief growth officer Colie Edison said in a statement.
More restaurant brands are taking advantage of this growing popularity, either inking deals with players or sponsoring teams.
The latest example is Wingstop, which earlier this week announced a meal offer in partnership with Paige Bueckers, a Dallas Wings rookie and the No. 1 draft pick from the University of Connecticut.
The Bueckers Flavor Lineup is available for $17.99 and includes six hot classic wings, six Hickory Smoked BBQ boneless wings, two Garlic Parmesan crispy tenders, large, seasoned fries, and two ranch dips.
“Teaming up with Paige and the next generation of elite athletes — who always bring the flavor — was a no-brainer,” Wingstop chief revenue officer Mark Christenson said in a statement.
Also this week, El Pollo Loco announced on its social media channels that it has partnered with Arike Ogunbowale. Ogunbowale, El Pollo Loco’s “first official WNBA partner,” also plays for the Dallas Wings and was the No. 5 draft pick in the league’s 2019 following her college career at Notre Dame. More details about the partnership will be released this fall, the company said.
In January, McDonald’s launched the Angel Reese Special with Chicago Sky forward Angel Reese. The meal included a Barbecue Bacon Quarter Pounder with Cheese, a new barbecue sauce, fries, and a beverage, and marked the chain’s first meal collaboration with a female athlete.
Reese was the seventh overall pick in the 2024 WNBA draft and has since become one of the five most popular players in terms of merchandise sales.
“There’s a real connection between McDonald’s and basketball fans,” McDonald’s vice president of marketing, brand, content and culture Jennifer “JJ” Healan said in a statement. “We want to continue to fuel their love for the game and support athletes on and off the court. We’re excited to bring our legacy with basketball culture to a new generation, and partnering with Angel is only the beginning.”
Red Lobster is sponsoring Reese’s entire team, recently launching a “Red Carpet Hospitality” initiative for the Chicago Sky. As part of the agreement, Red Lobster hosted the Sky’s tunnel walks all season, as well as different activities such as a “Fit of the Month,” allowing players to show off their personal styles on a red carpet. The casual dining chain also has in-stadium advertisements and mid-game giveaways during home games.
“Sports is a powerful platform, and supporting women in sports aligns with our company values,” Red Lobster chief marketing officer Nichole Robillard said in a statement. “We look forward to celebrating the talent, passion, and impact these athletes bring to the game and their communities.”
Finally, Raising Cane’s recently signed multi-year agreements with the Dallas Wings and the Chicago Sky, including sponsored “Caniac Plays of the Game,” game day activations prior to tip-off, youth summer camp sponsorship, Caniac Ticket Packs, and more.
“Every day, female athletes across the country are breaking barriers as they continue paving their way not only in sports but in culture,” Raising Cane’s founder/owner Todd Graves said in a statement. “These women are inspiring to all and are exceptional role models to young girls who see that, through these athletes and their accomplishments, anything is possible.”
Contact Alicia Kelso at [email protected]
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