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Athletes Unlimited Adds EY, Baden Sports as Official Partners

The network of pro sports leagues also extended its ongoing deals with seven sponsors including Nike, Gatorade, Topps, and Blue Sky CBD.

On the eve of its first-ever basketball season, Athletes Unlimited has announced two new partners, EY and Baden Sports, and extensions with seven other brands with existing deals, including Nike, Gatorade, and Topps.

EY — officially Ernst & Young, one of the “Big Four” global accounting firms — joins as an official sponsor for its basketball and volleyball leagues and Baden Sports will be the official ball partner of AU Basketball. Nike, Gatorade, Topps, NFT partner Giglabs, and VKTRY insoles have extended existing deals through 2022, while CBD partner Blue Sky CBD and wine partner WEST + WILDER have extended their deals through AU’s basketball and volleyball seasons.

“The new and continued support Athletes Unlimited is receiving from blue-chip brands is testament to growing interest in our innovative model and women’s professional sports,” said Athletes Unlimited co-founder and CEO Jon Patricof. “These sponsorships align with our values as an  organization and help amplify our programming on and off the field or court while providing robust  and purposeful exposure opportunities for the partners.”

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As part of its deal, EY will present a player with a new civic leadership award during the basketball and volleyball seasons, as well as provide a workshop for AU’s Athletes+ program that offers resources to help players succeed off the court.

The AU basketball season begins Wednesday, with 44 athletes competing from Las Vegas in front of national TV audiences on CBS Sports Network, Fox Sports 2, and Bally Sports’ regional networks. FOX will broadcast 14 of AU’s 30 basketball games and air 12 volleyball matches on FOX Sports 2. CBS Sports Network will air three basketball games and seven volleyball games, and Bally Sports will show eight hoops games and four volleyball matches.

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.