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The All-Female Deal Makers Taking Over Sport?

by Jessica Weisman-Pitts
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iStock 1216658940

OpenSponsorship Lands ata football as Women’s Sport Continues To Grow in US

  • ata football is a global community & live-streaming service for women’s football (Soccer)
  • Deal is core to ata’s growth strategy in the US and globally
  • ata & OS are female founded, working together to grow profile of women’s sport in the US

18th March, 2022. OpenSponsorship (OS), the world’s largest online marketplace for brands and athletes, has today announced that ata football has joined its portfolio of premium properties – the specialist division launched in late 2021 offering a full-service sponsorship acquisition service for bigger brands, something Esmeralda Negron, ata’s founder described as “an exciting and necessary evolution for ata football.”

Esmeralda continued: “OpenSponsorship has built incredible relationships with brands through their innovative athlete-focused platform. We’re excited to join forces with a company that brings great existing brand relationships and a focus on supporting female sports properties and athletes.”

OS’ Premium Properties division is dedicated to matching select properties with ideal brands for large scale partnerships and thanks to OS’ existing relationships in the sports and entertainment space means it can help brands build long-lasting, results-oriented, and mutually successful partnerships.

ata football is a global community for all that is women’s football. It provides access to live and on demand matches, highlights, shows and player development content. ata uses its partnerships with premium broadcasters to ensure elevated visibility and accessibility across multiple platforms for its league partners which this season include the Barclays FA WSL, D1 Arkema, FLYERALARM Frauen-Bundesliga, Primera Iberdrola, and Serie A TIMvision as well as a package of UEFA Women’s Champions League matches through a marketing partnership with DAZN.

The new relationship will see OS source brands that want to resonate with ata’s growing female audience and the world’s sport. With the focus on women’s football, Ishveen Jolly, OS’ founder will work closely with Esmeralda Negron & Hannah Brown, ata’s founders, making it an all-female sports sponsorship initiative, which in itself “just wouldn’t have happened five years ago” according to Ishveen.

Ishveen continued: “This is a really exciting deal for our business, but also I hope for ata, for women’s sport and for women in business generally. We’re delighted that they have put their faith in our proposition and also that the division, which was only launched a matter of months ago, continues to go from strength-to-strength.”            

The deal is one of the biggest so far for OS’ Premium Properties division, led by Lee Zohlman, director of partnerships, who said: “To be chosen to represent ata football in its sponsorship efforts is testament to the quality of our industry-leading tech, proven processes and robust network, all of which differentiate us in the sponsorship agency space. Since we launched our Premium Partnerships Division late in 2021, the growth has been fantastic and we’re excited be working with a host of high caliber properties. I’m looking forward to creating some amazing and long-lasting partnerships for ata football as it continues to expand and boost the profile of women’s football even further.”

Esmeralda Negron, founder of ata Football, said: “We’re excited to be working with Ishveen, Lee and everyone at OpenSponsorship. There is a real chemistry between the two organisations, rooted in the ambition to continue to raise the profile of women’s sport, in our case football. What was very clear was just how smooth and efficient the OpenSponsorship service is, and how much help the team will be in optimising our brand marketing budget and ultimately helping us hit our targets.”

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