She’s on fire

The GIST: Yesterday, Saudi Arabia’s Public Investment Fund (PIF) built on its expansive partnership with the WTA by launching the PIF WTA Maternity Fund Program, the first in women’s sports history to offer paid maternity benefits to self-employed athletes.

• While it’s a big get for women’s tennis players, it’s also a win for the PIF and other sponsors looking for positive buzz for helping close the sports gender gap. A friend indeed.

The details: The PIF is fully funding the program at an undisclosed amount and developed it in conjunction with the WTA Players’ Council. Now, more than 320 WTA athletes are eligible to receive up to 12 months of paid maternity leave and access grants for fertility treatments. The program also includes a two-month leave in situations of partner pregnancy, surrogacy, and adoption.

• There are 25 active moms on the tour, including some top-ranked players who recently returned to play after childbirth, like Naomi Osaka and Caroline Wozniacki. Their path to return was paved by Serena Williams, who saw her ranking drop from No. 1 to No. 453 when she returned after the birth of her daughter, prompting her to fight for protections for mothers.

The landscape: While some leagues offer paid time off and medical care, individual sports have simply revised their policies to allow (unpaid) time off without loss of tour ranking. The NWSL and WNBA pay full salaries during maternity leave and offer medical care, but the LPGA only recently amended its ranking policy for returning mothers and does not offer paid time off.

• While discussions around parental leave are more prevalent in women’s sports, there are male athletes in individual sports seeking time off as well. Former world No. 8 doubles player Harri Heliovaara skipped Wimbledon in 2022 for his son’s birth, while new PGA Tour Player Advisory Council chairman hopeful Maverick McNealy wants to fight for paternity leave.

Zooming out: With individual sport athletes being technically self-employed, there are opportunities for brand partners to step up and fill gaps in their benefit offerings, especially in women’s sports. Sponsors can make a profound impact for new parents, whether it’s by offering better healthcare or footing the bill for an equal prize pool.

• This latest move generates good press for the PIF, which is still facing mixed reactions in the tennis world due to sportswashing concerns. The strategy makes sense: WNBA airline partner Delta was lauded for finally bridging the gap so players could enjoy chartered flights. Up up and away.

The GIST: With Caitlin Clark at the helm, the Indiana Fever is seeing marketing opportunities like never before, so the team wants to capitalize to build a legacy brand. Fever president of basketball operations Kelly Krauskopf has said she envisions the team as an “enduring brand like Apple.”

• They’re already on the rise thanks to Clark, but transforming that into longstanding brand commitment will be the next task, one that’s been much rarer in women’s sports. She’s on fire.

The context: For the most part, only men’s sports teams have enjoyed the legacy and investment needed to make a sports brand a part of pop culture, like the MLB’s NY Yankees or the NFL’s Dallas Cowboys and its “America’s Team” marketing. Superstar players are crucial, too: Think Lionel Messi for Inter Miami or Michael Jordan’s Chicago Bulls squad shaping a generation of basketball fans.

• In women’s sports, there hasn’t been much precedent as teams are newer and athletes haven’t been marketed the same way — but Clark is changing that. In her historic rookie season, Clark became a sensational draw on TV and IRL. Only 5% of Fever game attendees also went to a Pacers game, and a third were from outside Indiana.

The effect: Thanks to Clark, brands are recognizing the importance of Fever endorsements — the franchise leads WNBA teams in sponsorships (up 43% YoY). The team has also committed to building a new $78M practice facility by 2027, all of which is attracting top WNBA talent in an effort to build a bonafide dynasty.

• And it’s no coincidence that the Fever — which joined the court back in 2000 — is finally hosting its first All-Star Weekend this year. This has already been flagged as a major tentpole event for brands, with Kevin Hart’s production company tipping off its unique partnership with the Fever.

The takeaway: Landing a generational talent like Clark is important, but it’s even more important for teams to steadily build a sustainable ecosystem that draws the best players and fans to the team. Krauskopf noted that the WNBA was the fastest-growing brand of 2024, and the Fever is making sure it’s ready to meet the moment with optimized ticket sales and roster building. Give us fever.