The Women’s National Basketball Association (WNBA) has brought in footwear apparel firm Skechers as a new commercial partner.

Through a multi-year tie-up unveiled yesterday, California-based Skechers becomes an official WNBA partner, with the 2026 season of the 15-team league set to get underway on May 8 (Friday).

Rickea Jackson became the first WNBA player to wear Skechers footwear in 2024, before the brand expanded its stable of athletes from the league last year by signing up Kiki Iriafen and Jackie Young.

Colie Edison, chief growth officer at the WNBA, has said: "This partnership reflects the growing demand from global brands to connect with WNBA fans worldwide. We look forward to collaborating with Skechers to create unique fan experiences, deepen engagement, and elevate the players who power our league.”

Other significant WNBA sponsors include the likes of Ally Financial, fashion house Coach, Dick's Sporting Goods, and household products giant Procter & Gamble.

David Weinberg, Skechers' chief operating officer, added: "Skechers has been part of the basketball community for several seasons, and now fans will see our innovative footwear take center stage in the WNBA for the first time. We look forward to leveraging the league’s exploding popularity to help grow the sport."

Skechers' full basketball range is available at retail stores and at the brand's online shop.

In terms of its other sporting sponsorships, Skechers is also active across the worlds of golf and winter sports.

Earlier this week, the WNBA and Canada's Bell Media announced a multi-season deal. As part of the deal, Bell Media becomes the official media partner of the Toronto Tempo, the new WNBA expansion franchise that will make its debut this campaign.

Bell’s TSN sports networks will deliver live coverage of the team, additional regular-season matchups from across the league, and most marquee WNBA events such as the All-Star Game, playoffs, WNBA Finals, and the draft.

Commercially, meanwhile, the league and snack foods and confections conglomerate Mars announced a multi-year agreement in mid-April.

Mars’ M&M’s brand becomes the official chocolate partner of the WNBA and will activate throughout the season with prominent in-venue promotions and branding presence both at games and through broadcasts.