NWSL
A CASE STUDY

What We Did

Business Development

Sales Representation

Asset Creation

Valuation & Analytics

Program & Platform
Development

Creative Solutions

Account & Project
Management

Overview

At a pivotal moment in the league’s growth, the National Women’s Soccer League (NWSL) brought on Innovative Partnerships Group to help unlock a new tier of high-yield, league partnerships. Working closely with league leadership, Innovative Partnerships Group built a Health & Wellness commercial strategy designed to deliver real-world impact for players, fans, and communities, while creating scalable value for partners.
That work culminated in the NWSL’s landmark multi-year partnership with CVS Pharmacy (announced February 2026), positioning CVS as the league’s Official Health & Wellness Partner and an anchor partner of the NWSL Health & Wellness platform.

Challenge

Health & Wellness is a premium sponsorship category - yet too often, partnerships in this space default to visibility-first inventory rather than meaningful programs. The NWSL’s ambition was to create a player-first, community-forward approach that could credibly elevate women’s health narratives, translate expertise into everyday wellness, and expand access, while also providing partners with clear, premium value.

Innovation

Innovative Partnerships Group architected a comprehensive, purpose-driven Health & Wellness framework designed to bring multiple best-in-class brands together into a shared ecosystem, each with exclusive positioning within clearly defined lanes, so the collective could elevate women’s health and wellness at a scale greater than any one-off activation. Just as importantly, the structure was designed to be additive to the broader NWSL ecosystem, creating new league-level value while respecting existing commercial dynamics across the sport.
With CVS positioned as an anchor partner, Innovative Partnerships Group shaped an integrated set of activation pillars anchored by “Everyday Wellness, Everyday Convenience,” including:

Empowering Everyday Wellness through practical, accessible health guidance and education for fans, families, and young athletes;
Building Healthier Communities via youth participation and wellness programming designed to keep girls in the game;
Engaging Fans Everywhere through a retail-forward strategy that connects league storytelling and wellness moments to CVS’s everyday footprint and in-store/community touchpoints; and
Amplifying Through Media with high-impact visibility and modern content storytelling.

CVS’s role was also structured to extend beyond sponsorship and into platform leadership - working with the league and medical experts to help influence medical governance and strengthen the NWSL’s approach to player care.

Result

In just 6+ months, Innovative Partnerships Group helped the NWSL negotiate and execute a landmark multi-year partnership with CVS Pharmacy.
Following the deal, the league retained Innovative Partnerships Group and expanded scope, unlocking additional commercial opportunities and continuing to build the Health & Wellness platform to drive incremental value across both league and teams.