CVS Health didn't just sign one women's soccer deal yesterday. They signed at least three — simultaneously.
In a coordinated announcement on February 19, CVS unveiled:
- A landmark partnership with the NWSL and U.S. Soccer Federation
- A multi-year sleeve sponsorship with Seattle Reign FC, including naming rights to the pitch at Lumen Field
- A multi-year kit partnership with the Kansas City Current as the club's lower back-of-kit partner and Official Retail Pharmacy
This is what a strategic sponsorship blitz looks like.
The Multi-Layer Approach
Most brands pick a lane: league-level for national visibility or club-level for local activation. CVS is doing both — and across multiple clubs.
The league deal provides national platform integration. The club deals deliver local community programming, matchday engagement, and persistent kit branding.
In Seattle, CVS Health Pitch at Lumen Field gives the brand naming-rights visibility across every broadcast, highlight reel, and social media post. In Kansas City, the Current partnership extends to mini-pitch initiatives and youth soccer programming — connecting CVS to community health at the grassroots level.
"We are extremely excited to welcome CVS Health not just as a new corporate partner, but as an organization that will be a vital contributor to the Current's game-changing community initiatives." — Missy Jenkins, SVP Commercial, Kansas City Current
Why NWSL, Why Now
Women's sports sponsorship has been growing roughly 12% year-over-year, and NWSL is one of the fastest-appreciating properties in the market. The league's media deal, expanding club valuations, and the 2026 World Cup spotlight on host cities like Seattle make this the optimal entry window.
CVS clearly ran the math: health and wellness brands have natural alignment with women's soccer's audience profile.
The Playbook Other Brands Should Study
CVS's approach — league plus multiple clubs, announced simultaneously — creates a compounding effect. Each announcement amplifies the others. The media coverage multiplies. And the integrated activation across markets means CVS isn't just visible nationally; they're embedded locally.
This is how category leaders are built in sports sponsorship.
