T.J. Maxx marketing head Emily Trent discusses women’s sports sponsorship strategy

The GIST: Budget-friendly retailer T.J. Maxx has been stepping up its women’s sports sponsorship game in recent years, partnering with ESPN, Boston Legacy FC, and over 55 women athletes, coaches, and broadcasters. At this year’s ESPYs, it doubled down on visibility with one of its top athlete ambassadors: rugby star Ilona Maher.

• Last week, we chatted with T.J. Maxx head of marketing Emily Trent about how the brand activated at the award show and why it’s investing in women’s sports. An original never blends in.

The ESPYs: Maher — who was styled in a T.J. Maxx look — presented the award for Best Athlete – Women's Sports, which was also sponsored by the brand. T.J. Maxx also sponsored the ESPY’s Red Carpet Digital Live Show, showcasing the night’s top looks.

• Outside of its award show, T.J. Maxx is the presenting sponsor of ESPN’s new Women’s Sports Sundays and worked with the network to create custom ad content featuring Maher and NWSL star Mallory Swanson, highlighting both their personalities and their T.J. Maxx ’fits.

The why: Trent noted that due to the “growing cultural crossover between women’s sports and fashion,” women athletes are being heralded as trendsetters. And although many women athletes have teamed up with luxury brands, there’s a unique element here that T.J. Maxx and Maher can capitalize on: aspirational yet accessible fashion.

• Seeing Maher co-sign accessible brands (she also has a Maybelline lipstick endorsement) not only empowers consumers, but means she can lend her magic touch and bring these brands to red carpet conversations.

The results: Letting athletes flaunt their fashion sense is smart business. Trent says T.J. Maxx’s women’s sports content is consistently top-performing and yields “overwhelmingly positive sentiment,” telling them they’re “meeting audience interest and resonating with fans.”

• They’re making an impact with athletes, too, with many highlighting T.J. Maxx as their “first-ever ‘brand deal’ or ‘sponsor.’” Shout out to all the Maxxinistas out there.