AT&T, Amazon Prime Video Strike Women’s Sports Ad Deal Across WNBA, NWSL (EXCLUSIVE)

variety.com:

Brian Steinberg Senior TV Editor Amazon Prime Video isn’t waiting for the start of next week’s “upfront” to draw attention to women’s sports.

The streaming giant said it has struck a sponsorship deal with AT&T that will have the telecommunications perennial serve as the lead sponsor for 21 WNBA games shown on Prime Video, and the presenting sponsor of the halftime show that airs during the service’s National Women’s Soccer League matches.

When Caitlin Clark’s home WNBA debut streams on May 16, Prime Video’s first regular-season game, AT&T will be the presenting sponsor of the pre-show, post-show and halftime coverage.

Viewers will see the company’s logo during the basketball games, which will also have a “presenting” intro. “We are able to extend our commitment to women’s sports by teaming up with brands like AT&T that support meaningful storytelling around female athletes that connects to scaled audiences,” said Danielle Carney, head of live sports and video sales for Amazon Ads. “Amazon is proud to help those brands continue their impactful role in our culture, and guide new brands into the rise of women’s sports.” With notable recent surges in viewership for WNBA games and women’s college basketball, Madison Avenue’s attention in sports with female competitors is increasing.