The quick flurry of activity drove home why Vandervort and the Super League agreed to the Gainbridge deal in the first place: The company claims to spend more than 40% of its sports sponsorship dollars on women’s sports, but follows through by promoting them throughout all its sports partnerships.
“As much as you see Gainbridge, from a business perspective, engaging with our properties and platforms, you’ll see us engaging with theirs, too,” Vandervort said. “Their entire team is dedicated to cross-promotion, growing the game, and building this league with us.”
Early recruiting
Nichols noted that Gainbridge’s sports successes do have their business benefits. In the Super League, for example, it puts the brand into nine markets and allows it to create a national platform through local fan bases. With each team the league adds, it’s another opportunity for Gainbridge to add market share.
It also provides Gainbridge regular access to Peacock broadcasts, which is a benefit English Premier League sponsors already enjoy, and has specific appeal for Gainbridge and its ad inventory. While spots with Scurry, for example, might work well nationally, Nichols noted that the Super League market in Tampa Bay overlaps with an LPGA tournament. The Super League’s North Carolina team in Charlotte, meanwhile, is in the heart of NASCAR country.
