Modeled after the WNBA’s successful league-level platform launched in 2020, the Lynx Changemakers platform is designed to transcend traditional sponsorship and pave the way for major local companies to invest in women’s sports in a new way. 

Up until this point, all of the Changemakers’ partners were major companies with ties to MN, like like US Bank or Target. Through this initiative, Bon Iver became the first individual Changemaker to join the Lynx’ effort, and the first team/musician partnership not just in the WNBA, but across professional women’s sports.

There’s a special kind of creative magic in this collaboration, too. By working alongside local band that’s well-known internationally, there’s an opportunity to expand the profile of music’s influence on sports as whole, with its deep connection to so many athletes’ training and motivation routines. From the social impact POV, this collaboration significantly amplifies awareness and support for critical gender inequities across the Upper Midwest, leveraging both the team’s and the band’s existing fan-bases to mobilize engagement.

It’s a genuine effort from all sides, rooted in local impact, that creates a powerful synergy between sports, music, and social change — and with immense potential to deepen the bond between the Lynx and the Minnesota Community.

UPPING THE WIN

It’s hard to think of a way to expand this one right off the bat (er, ball). It’s so strong and multifaceted already. But with Bon Iver’s ties to the local community, we do wonder what having some smaller-venue concerns with the affiliated nonprofits benefiting from ticket sales might add to the impact of this partnership.

Or, especially with this initiative’s focus on gender equity, how incredible would it be to invite women who are navigating difficult life situations to an exclusive event (free, of course), that’s just focused on them — giving them a few hours to put aside whatever else is happening, and rediscover a little sense of normalcy and fun.

They’re small experiences that could make a big difference, and create some amazing opportunities for added connection and storytelling in the process.   

YOUR NEXT PLAY

How can you support the effort? If you’re in MN, want to to Target Center to enjoy a Lynx game. But if you’re not nearby, you can still learn about, donate to, or share links to the nonprofits that will benefit from this initiative: Women’s Foundation of Minnesota; She Rock, She Rock; and Girls Taking Action. Of course, you can also think about how to activate unexpected, creative partnerships like this in your own work. There will ALWAYS be room for more.