Deep Blue Sports and Entertainment team up with WNBA legend Sue Bird

The GIST: Deep Blue Sports and Entertainment — a new agency dedicated to amplifying women’s sports — announced a groundbreaking partnership with retired WNBA legend Sue Bird on Monday. It’s not just a major win for Deep Blue, but it’s another way Bird is cashing in on decades of athlete experience. From the backboard to the boardroom.

The details: Bird is the firm’s first partner and chief strategy officer and will support founder and CEO Laura Correnti. In the role, Bird will offer unparalleled athlete-driven insights to help shape strategy, marketing, communications, and partnerships. She will also be involved with tentpole events like Deep Blue’s Business of Women’s Sports Summit, Cannes Lions, and the Paris 2024 Olympics.

Off-court endeavors: Deep Blue is just the latest adventure for Bird — in 2021, she founded athlete-centered media brand Togethxr alongside Alex Morgan, Chloe Kim, and Simone Manuel and established production company A Touch More with fiancée Megan Rapinoe in 2022. Bird has also teamed up with fellow WNBA legend Diana Taurasi to cover basketball on ESPN.

Zooming out: Brands should always look to industry veterans for expertise, and Correnti hit the women’s sports knowledge jackpot with Bird. While we’ve seen countless male athletes retire with golden endorsement parachutes, it’s rare to see it on the women’s side. Leave it to Sue to show us how it’s done.