How New Balance and WNBA partnership resonates with fans

New Balance has entered into a multiyear partnership with the WNBA, a move that aligns well with the interests of their Current Customers. Data from YouGov Profiles indicates that 42% of New Balance's Current Customers are interested in the WNBA compared to 30% of all US adults. Among these, 8% of New Balance's customers list the WNBA as one of their top interests, double the percentage of the general US adult population.

This elevated interest in the WNBA among New Balance's customer base extends to viewing habits. For instance, 28% of New Balance’s WNBA fans reported watching some regular season games and the playoffs, compared to 22% of all WNBA fans. Additionally, 12% of these customers watch almost every game of their favorite team, doubling the 6% observed among the broader WNBA fanbase. The commitment extends beyond television, as 17% of New Balance's customers have attended five or more WNBA games in person over the last year, more than double the 8% among all WNBA fans.

The partnership's potential impact is further punctuated by sponsorship response behaviors. Two in five of New Balance’s WNBA fans have visited a sponsor's social media profile after noticing sponsorship (40%), compared to 26% of all WNBA fans. This trend continues with 36% of these fans visiting a sponsor's website and making a purchase, as opposed to 22% of the general WNBA fan base. Additionally, a third of New Balance’s customers researched sponsors further (31%), showing a higher engagement level than the 19% seen among all WNBA fans.

Overall, the data highlights a strategic alignment between New Balance's customer base and the WNBA, suggesting this partnership could potentially foster deeper engagement and stronger brand loyalty.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.

Cover photo credit to Wopke