Whoop, the US-based wearable fitness tech brand, has added the ionic Boston Red Sox baseball franchise of North America’s MLB to its growing list of high-profile sports partners as it continues to grow off the back of its latest investment round.
The agreement, which starts with the ongoing 2026 MLB season and will run through the 2028 campaign, will see Boston-headquartered Whoop serve as the official health and fitness wearable of the Red Sox, with the company to provide its technology and performance insights to the franchise.
As part of the partnership, Whoop will gain prominent in-ballpark visibility at home ground Fenway Park, including on-field signage, as well as first and third baselines and LED outfield displays at every home game.
Fan engagement will also form a significant part of the pair’s partnership, with Whoop to serve as the presenting sponsor of the Red Sox Foundation’s 50/50 Raffle program and support the foundation’s community initiatives.
The new deal comes shortly after Whoop was valued at just over $10 billion following a funding round that included high-profile investment companies and athletes such as soccer and basketball legends Cristiano Ronaldo and LeBron James, respectively.
The company raised $575 million in Series G funding at a $10.1 billion valuation, with the round led by venture capital firm Collaborative Fund.
The funding round includes global participation from Qatar Investment Authority, Mubadala Investment Company, 2PointZero Group, Abbott, Mayo Clinic, Macquarie Capital, Glade Brook, B-Flexion, IVP, Foundry, Accomplice, Affinity Partners, Promus Ventures, and Bullhound Capital, alongside a group of prominent global athletes and individual investors.
As well as Ronaldo and James, individual athlete investors in the round included Rory McIlroy and Shane Lowry (golf), Virgil van Dijk (soccer), Reggie Miller (basketball), and Mathieu van der Poel (cycling).
Meanwhile, the agreement also adds to Whoop's growing list of partnerships that have recently been secured, including a global tie-up with the Premier Padel tour and deals with the iconic Formula 1 motor racing team Ferrari and golf’s PGA Tour.
Whoop has been most active in cycling in terms of sports sponsorships over recent years. It is currently the title sponsor of the UCI Mountain Bike World Series, courtesy of a deal announced in February 2024.
The 2026 MLB regular season began on March 26 and will run through September 27, with the postseason beginning on September 29. The World Series climax will begin on October 23.
