New Balance, the US sportswear brand, and North America's elite Women’s National Basketball Association (WNBA) have announced a multi-year agreement.

The tie-up establishes New Balance as an official partner of the WNBA, with the deal unveiled midway through the 2024 season, just ahead of the WNBA All-Star 2024 match on July 20.

As part of the agreement, New Balance will create broadcast, digital, and retail content featuring New Balance-partnered athlete and WNBA rookie Cameron Brink. Brink, the second-overall selection in the 2024 WNBA Draft, signed a name-image-likeness deal with New Balance in 2023.

Chief growth officer for the WNBA Colie Edison has now said: “The partnership with New Balance is yet another positive step in our efforts to grow women’s sports across new audiences, incentivize youth participation, and positively influence communities.

“By aligning ourselves with a global brand like New Balance, we continue to push the envelope of what’s possible when we tap into the unifying power of sport.”

The 2024 WNBA regular season began on May 14 and will come to an end on September 19, to be followed by the post-season playoffs.

Other league commercial partners include NIKE, Mortgage Matchup, Opill, and La Crema.

In May the WNBA confirmed that its 14th franchise slot has been awarded to the city of Toronto, Canada, with that franchise to be owned by Larry Tanenbaum’s Kilmer Sports Ventures.

It marks Canada’s first WNBA franchise, and only its second top-tier basketball team.

The league’s 13th franchise, the Golden State Valkyries, will enter the league from 2025.