The newly launched drink brand recently inked a season-long sponsorship deal with the National Women’s Soccer League (NWSL), marking its first major partnership. The $3 million deal is a strategic move for both parties, aligning Cooper’s influence over Gen Z and young millennial women consumers with a growing sports league eager to expand its fan base.

Why This Partnership Matters

The collaboration between Unwell Hydration and the NWSL highlights a shift in sports marketing, signaling that brands targeting women see value in sponsoring women’s sports. Historically, many brands have focused on male-dominated sports, leaving female athletes and leagues with fewer sponsorship opportunities. However, with increased interest in women’s sports and the growing purchasing power of young female consumers, companies like e.l.f. Cosmetics and Unwell Hydration are stepping into the arena.

For the NWSL, this partnership is about building a loyal and engaged fan base. The league has made a concerted effort to create an inclusive stadium atmosphere, appealing specifically to young women who may not have grown up watching soccer or other sports on traditional sports networks or streaming platforms. By partnering with Unwell, the NWSL gains access to Cooper’s vast social media reach and dedicated fan community, the so-called “Daddy Gang”.

Leveraging Alex Cooper’s Influence

Cooper and women’s soccer are a natural fit. Cooper, a former Division I soccer player, has built her brand on authenticity and community engagement. Her ability to connect with Gen Z and young millennial women makes her an ideal ambassador for the NWSL’s efforts to attract new fans. Through her podcast and social media presence, and live events, she has demonstrated a unique ability to mobilize audiences in ways that traditional marketing often fails to achieve.

The launch of Unwell FC, a fan club tied to the Unwell Hydration brand, is a direct play at integrating her beverage company with live sports experiences. This initiative, along with ticket promotions and game-day activations, creates an incentive for young women to attend NWSL matches.

The Big Picture

The success of this partnership could have far-reaching effects on the sports and beverage industries. If Unwell Hydration sees strong brand growth as a result of its NWSL affiliation, other brands targeting young women could follow suit, leading to increased investment in women’s sports. The move also reinforces the power of influencer-led brands in reshaping consumer behavior. Much like Logan Paul’s Prime Hydration disrupted the sports drink market once dominated by giants Gatorade and Powerade, Cooper’s Unwell Hydration is aiming to do the same with a laser focus on women’s wellness and lifestyle.

Companies such as Unwell are no longer just looking for general market reach, they are seeking authentic connections with niche demographics. With younger consumers valuing relatability and purpose-driven brands, the Unwell-NWSL deal could serve as a blueprint for future sports sponsorships.

In the Classroom

This article can be used to discuss target markets and demographics (Chapter 11: Customer-Driven Marketing).

Discussion Questions

  1. Do you think Alex Cooper and Unwell Hydration are well-matched for the NWSL? Why or why not?
  2. Why do you think women’s sports have historically struggled to attract major sponsorships, and how is this changing?
  3. What are the potential risks of sports sponsorships for new brands like Unwell Hydration?

This article was developed with the support of Kelsey Reddick for and under the direction of O.C. Ferrell, Linda Ferrell, and Geoff Hirt.