CVS Health just made one of the biggest brand commitments to women's soccer in recent memory.
The pharmacy giant signed a pair of sponsorship agreements — a landmark partnership with U.S. Soccer and the NWSL, plus a multi-year deal with Seattle Reign FC that includes right sleeve placement on all kits and naming rights to the pitch at Lumen Field, now known as CVS Health Pitch.
This isn't a toe-in-the-water play. CVS is going deep on women's sports at exactly the moment the market is accelerating.
What the Seattle Reign Deal Includes
- Right sleeve branding on all Reign FC kits
- Naming rights to the pitch at Lumen Field (CVS Health Pitch)
- Exclusive Retail and Community Pharmacy Partner designation
- Matchday engagement and year-round content programming
- Community health initiatives across Washington State
Reign FC CRO Courtney Carter called it "a true partnership grounded in health, wellness and community."
The Timing Is Strategic
Seattle is a 2026 FIFA Men's World Cup host city. With the global spotlight incoming, both CVS and Reign FC are positioning to ride that wave of attention — while making the case that women's soccer deserves the same caliber of brand investment.
The broader NWSL deal adds league-level visibility to the club-level depth. It's a multi-layered approach: own a team partnership for local activation, then amplify nationally through the league and federation.
Why This Matters for Sponsorship
Women's sports sponsorship has been growing around 12% year-over-year, and the NWSL is one of the hottest properties in the space. CVS is making a bet that health and wellness brands are a natural fit for women's soccer — and they're not wrong.
The sleeve placement and pitch naming rights give CVS persistent visibility across broadcasts, highlights, photography, and fan merchandise. That's the kind of media value that compounds over a multi-year deal.
For brands still sitting on the sideline of women's sports: the inventory is getting claimed. Fast.
