Morning Buzz

Banks showing support for women's sports

By Michael Cupello

Women's sports are seeing strong financial support from sponsors in the banking category, most recently with U.S. Bank signing a league-level deal with the WNBA in March to become the official bank and Changemaker for the association, a title that underlines the brand’s commitment to furthering women in sports and advancing diversity, equity and inclusion. In the same month, PNC and Chip Ganassi Racing partnered in launching a “Women in Motorsports” initiative to drive awareness and support gender equality and economic inclusion for women in the workforce.

In April, a new LPGA tournament in L.A. at Palos Verdes Golf Club was presented by Bank of America. This past December, Simmons Bank announced groundbreaking support of female student-athletes via a multi-university enterprise in which the bank agreed to serve as the presenting sponsor of women’s athletics for 10 universities, including Oklahoma State, TCU and Vanderbilt.

To learn how brands in the banking category are activating around the sporting world, visit SBJ Atlas.

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