36 New Reasons to Rethink Purpose-Driven Athlete Partnerships
Written by: Team WIN | WIN
The Women’s Sport Trust (WST), a UK-based organization that’s been driving visibility and investment in women’s sports since 2012, just announced the 36 members of their 2025-2026 Unlocked program — an accelerator-style initiative that empowers elite female athletes to drive tangible change in women’s sports, and in the world at large.
While the cohort represents more than 20 different sports (at levels ranging from Olympic medalists to emerging stars), each of these women are there for the same reason: to gain the skills to amplify their voices, navigate boardrooms, influence policy, and secure commercial deals that align with their personal values.
Sound like a familiar narrative? Of course it does. Unlocked is built on the same belief that's behind our NILi (NIL for Impact) initiative here at WIN | WIN. And we know it’s true, because we’ve heard it firsthand.
A majority of athletes have the interest and influence to drive social good. They just need the right opportunities, and strategic partners, to feel like they’re equipped to do it successfully.
But this isn’t just anecdotal. The data agrees — especially when it comes to female athletes. According to the WST’s research, 72% want to make a social impact, yet only 39% feel they know how to do it. And, 60% believe they don’t have enough of a "profile" to make an impact.
For these incredible competitors who are constantly performing at the highest levels of their sport, it's hard to imagine this disconnect as a confidence or ambition gap.
Instead, we see it as a major market inefficiency.
A missing piece in the modern sports ecosystem.
A massive opportunity for social-good organizations to get in the game.
And an ear-busting rally cry for brands to start re-engaging in the social impact work their consumer are (yes, still) calling for.
Where there’s a want, there’s a way
Many athletes across the collegiate, pro, and Olympic ranks have the media platform, the passion, and the lived experience to move the needle on issues like mental health, inclusivity, and participation — some of the highest ranked issue areas in WST's study.
Major league activations like the the WNBA’s collaboration with Voice In Sport, or college activations like "Coaches against Cancer," are tangible proof that the interest is there. But like many of us have experienced ourselves, even the best intentions can get sidelines without a roadmap and a trusted advisor.
The WST’s Unlocked program is directly answering this "want" by supercharging 36 powerful female voices, and connecting them with change-makers directly involved in the issues they care about. Our answer to this opportunity, NILi: NIL for Impact, is inviting brands to get in on the action, too.
Put your CMO hat on for a minute (beanies, baseball caps, and fedoras are all acceptable).
Now, imagine the game-changing power of connecting a team of mission-motivated college athletes with a community initiative or nonprofit that your brand’s already invested in. Instead of writing the nonprofit a check in exchange for a logo placement (that’s likely three links deep) on their website, you sponsor a leadership and professional development program that gives smart, talented, conscientious student-athletes the mic — driving awareness for your NPO partner, while also building goodwill, connection, and community for your brand.
What this becomes — what NILi is — is essentially a strategy that achieves your CSR goals, and your consumer success metrics, by deploying your sports marketing budget in an entirely new way. And the best part? Everyone wins:
- Your student-athletes get support, resources, and a framework to build a meaningful legacy beyond their sport.
- Your nonprofit partner gains visibility with a new audience, and authentic advocacy from passionate student-athletes.
- Your brand unlocks a deeper emotional connection with a highly engaged audience.
The new era of athletes-as-community-leaders is here, and they are ready to make a little purpose-powered noise.
The question we have for you is...
Are you ready to rewrite the playbook with them?
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Check out our NIL offerings for brands, nonprofits, student athletes, and sports admins here.
