US telco AT&T has signed as the first non-apparel partner to brand the jerseys of all teams in the Women’s National Basketball Association (WNBA).
Under the multi-year partnership, the AT&T logo will feature on all 12 team jerseys throughout the season.
The jerseys will officially debut during this week’s WNBA Draft on April 10. The 2019 WNBA season will tip off May 24.
Under the deal, AT&T will be integrated into WNBA.com, the WNBA app, and WNBA social channels as well as with broadcast partners ESPN and NBA TV.
It will also title partner the WNBA All-Star game with on-court logo placement, signage and activation opportunities, starting this year in Las Vegas.
In addition, the deal will see the two organisations collaborate on projects to support women in sports.
Said Fiona Carter, chief brand officer at AT&T Communications, said: “Together, we can create ways for basketball fans and for AT&T customers to engage in the causes and communities important to the WNBA and to AT&T.”
AT&T’s NBA partnership began at NBA All-Star 2019, where it was the title partner of AT&T Slam Dunk as well as the presenting partner of NBA All-Star Practice and Media Day.
AT&T is also involved with the NBA 2K League and was Presenting Partner of The Tipoff tournament last week.