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UKG focuses on pay parity and viewership in NWSL Challenge Cup deal

(Photo by Katelyn Mulcahy/Getty Images)

  • UKG aims to raise both prize money and viewership as title sponsor of the NWSL Challenge Cup
  • UKG’s presence will help promote the event and its broadcast scheduling
  • Sponsors of women’s sport in the US are able to influence broadcast coverage
Human resources group UKG aims to increase both prize money and viewership at next year’s UKG NWSL Challenge Cup – the leading cup competition for women’s professional football in the US – under its title sponsorship deal signed in early May.

Under the agreement, the HR, payroll and workforce management company acquired title rights to the competition from 2023 to 2024, but it also activated some sponsorship rights, including pitch-side signage during the 2022 competition – the third iteration of the tournament, which launched in 2020.

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