Sydney Colson wins another brand gig as women athletes illustrate power of content creation

The GIST: P.R.O.S. Sports Housing — a company that provides short-term housing for pro athletes — rebranded as Mavrx Sports Housing and announced a new partnership with Las Vegas Aces star Sydney Colson this week. Mavrx is the latest company to enter the WNBA space by teaming up with Colson, who’s been renowned for her marketability.

• Colson’s latest partnership illustrates how women athletes who specialize in content creation are being increasingly targeted by brand marketers, no matter how many minutes they actually clock on the court. Work hard, play hard, hustle harder.

The company: Mavrx specifically caters to pro athletes, who move frequently and benefit from league housing provisions in the NWSL, PWHL, and WNBA. Company founder Nicolette Hawthorne recently pledged to double down on supporting the W, which includes working with teams like the Indiana Fever, LA Sparks, Seattle Storm, and Washington Mystics.

The athlete: Colson is a WNBA veteran and two-time champion, but isn’t among the Aces’ typical starting five. This hasn’t stopped her from assisting brands like Ally, Bumble, and now Mavrx, a deal she announced on Instagram with her unique storytelling ability.

• Colson has focused on becoming the “face of the league” through crafting humorous, short-form content that engages audiences on social media. Eventually, this helped Colson and fellow W athlete Theresa Plaisance create The Syd + TP Show.

Zooming out: Colson isn’t the only athlete turning to content creation for all-star attention. Gymnast Livvy Dunne has established a popular social media brand and boasts a whopping $4.2 in NIL deals, yet didn’t make Team USA this summer. Similarly, the University of Miami’s famous Cavinder twins have nearly raked in a combined $2M in NIL deals without WNBA consideration.

• Compared to Aces starter Chelsea Gray, Colson has double the following on Instagram and X, proving content really is king. By harnessing her comedic chops, Colson has proven she’s an ideal ambassador for brands looking to break into the WNBA space and reach new fans. What dreams are made of.