Hop to it

The GIST: Last October, Canadian Pacific Kansas City railway (CPKC) became the naming sponsor for the KC Current’s new stadium, the first built solely for a women’s pro sports team. Since then, the NWSL club has been locking down numerous local and big-name sponsorships ahead of the venue’s opening this March. Currently obsessed.

Stadium partners: Once CPKC confirmed its naming deal, other major sponsors dribbled in. Samsung will power the scoreboard as the team’s official display partner, while Good Energy Solutions installed solar panels in October, making CPKC a solar leader among U.S. sports venues. In fact, the Current hopes to boast one of the world’s few stadiums with an LEED Gold Certification.

Food and drink partners: The Current dropped social media hints about the stadium’s first restaurant partner, Joe’s Kansas City Bar-B-Que, before issuing an official announcement in October. It continued to announce sponsors on a weekly basis, with Ruby Jean’s Juicery joining the club most recently.

• The CPKC restaurant partners are notably local, which benefits Kansas City’s economy and public health. The local foodie vibe also extends to the stadium’s new beverage partnerships with Martin City Brewing and Boulevard Brewing Co. But that’s no surprise: Beer companies have been early adopters of women’s sports sponsorships. Hoppin’ to it.

The takeaway: By building CPKC Stadium, the KC Current took a calculated risk to prove that by creating (literal) infrastructure, it can give players a place to play and sponsors a way to get involved in women’s sports. CPKC isn’t just predicting the future for women’s soccer — it’s paving the way for a fandom that’s health-conscious and eco-minded. If you could gaze into the future…

The GIST: Saudi Arabia’s Public Investment Fund (PIF) is scaling up its pursuit of women’s tennis in 2024, first by signing world No. 6 Ons Jabeur as Kayanee’s brand ambassador, and now by pursuing the rights to host the BJK Cup. This adds to Saudi Arabia’s ongoing interest in women’s tennis tournaments like the 2023 and 2024 WTA Finals. Looking for that big breaker.

The tournament: The BJK Cup, formerly known as the Federation Cup, is widely considered the World Cup of women’s tennis, featuring twelve countries battling annually for the title. In 2020, the tournament was renamed to honor tennis icon Billie Jean King, who won seven times as a player and four as a captain.

The context: Saudi Arabia has hosted men’s tennis events including the 2023 ATP Next Gen Finals and exhibition matches with players like Novak Djokovic and Carlos Alcaraz, and it is slated to hold the 2027 ATP Finals. But its biggest win so far might be Rafael Nadal’s unexpected decision to become Saudi Arabia’s tennis ambassador yesterday.

• WTA world No. 1 Iga Świątek remains unsure about the advantage of bringing pro women’s tennis to the country, and when asked specifically about Rafa’s decision, said “Obviously men's sport is already there in Saudi. I don't know if it's a good decision or not."

• Billie Jean King has been more open to the idea than Świątek — she said a WTA–Saudi partnership could benefit both entities but is adamant about engaging in talks to spur change, especially considering the nation’s history restricting women and persecuting LGBTQIA+ folks.

Looking ahead: If the BJK Cup does move to Saudi soil, the rest of the women’s tennis world will likely follow as it would aid negotiations to host the WTA Finals and land a 1000-level event. The sport will follow the money, but BJK’s influence could ensure social progress is part of the deal. Change the game, don’t let the game change you.

Ready to level up in the world of sports business, but not sure where to start? You're in luck because the Sports Management Club at the Stanford Graduate School of Business is hosting their 11th Sports Innovation Conference (SIC) next Wednesday, January 24th.

• Learn from the best in the biz including Bay FC CEO Brady Stewart and five all-star female execs from the WNBA, NWSL, PWHL, LOVB, and the Women’s Sports Network. Secure your spot ASAP before ticket sales end this Friday, January 19th.