Portland Thorns FC and home security business Ring announced a multiyear sponsorship agreement that includes the logo of the Amazon-owned brand on the front of the jerseys of the three-time NWSL champions.
It is the richest jersey deal in league history, according to multiple people familiar with the details who were not authorized to speak publicly. The previous NWSL high-water mark was Bay FC’s agreement with Sutter Health, estimated to be worth around $2.5 million per year.
A Thorns representative declined to comment on the value of the pact.
In addition to the front-of-kit branding, Ring, which Amazon bought in 2018, will be featured on the Thorns’ cold-weather jackets and media backdrops. There will also be interactive fan activations and experiences to enhance supporter engagement. Ring will install its products at the Thorns’ training facility and home stadium, Providence Park, to give fans behind-the-scenes access to the club. Ring also plans an extensive roster of community initiatives as part of the relationship.
Legends, the live events company, supported Thorns parent company RAJ Sports in securing and negotiating the partnership with Ring.
The Thorns are one of the NWSL’s original eight franchises. Providence Health & Services had been its jersey partner since that first season in 2013.
Last year, Lisa Bhathal Merage and Alex Bhathal paid a then-NWSL record $63 million for the club through their RAJ Sports firm. The siblings have aggressively invested in the club as it decoupled from previous ownership, the Paulson family, which owns MLS’ Portland Timbers. Last year, RAJ also secured a WNBA expansion team for Portland and recently disclosed plans for a $150 million practice facility to house both teams.
The business side of the NWSL has had explosive growth: a record 2 million fans last year; a $110 million expansion team; record revenue; and team sales at valuations of $120 million in San Diego and $250 million in Los Angeles.
Increased sponsorship revenue is another sign of the league’s gains. Last week, NJ/NY Gotham FC signed a back-of-jersey deal with Dove that topped the previous record set last year between Bay FC and Trader Joe’s.
“It is incredible for the league and the landscape of women’s sports to see our records being broken with these game-changing investments,” Brady Stewart, Bay FC CEO, said. “We’re looking forward to seeing the bar continue to rise.”
The Thorns kick off their season March 15 on the road against the Kansas City Current.
(This has been updated to include a mention of Legends' role in the deal.)