Chase and WNBPA leaders discuss the value of their recent partnership

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.