The brand has shown “unwavering support in our mission to challenge norms and push boundaries every single day,” according to Julie Uhrman, co-founder and president of Angel City FC, who called the booze behemoth’s leadership “pioneers in this new era of sports and sports partnerships.”
Since its debut in 2020—with Johnnie Walker as one of its first sponsors—Angel City has sought out brand partners “that not only share our core values but also understood the potential their investment could have on changing women’s sports.”
Johnnie Walker previously commissioned the first-ever anthem for Angel City—a high-energy tune called “Running with Angels” from Grammy-winner Brittany Howard—and will sponsor the upcoming Angel City Equity House and Equity Summit in Sydney, Australia.
The summit, coming next month to coincide with World Cup play in Australia and New Zealand, will feature Angel City FC co-founders Natalie Portman, Kara Nortman and Uhrman along with 100 other leaders in sports, tech, entertainment and business.
Memos, media and merch
In spearheading “Watch Women’s Sports,” Johnnie Walker brought in digital media platform Just Women’s Sports as a partner, with media company Hello Sunshine producing the Waddingham intro video and custom content pieces that will launch through late August.
Johnnie Walker plans to donate $100,000 to the Women’s Sports Foundation, partly triggered when consumers sign up for “Match Day Memos.” Another source of funds will come from the sale of limited-time merchandise—jerseys designed by illustrator Monica Ahanonu and available on Angel City and Gotham online shops.
The promotional push around “Watch Women’s Sports” includes paid ads on Paramount+, Facebook, Instagram and Just Women’s Sports, a custom media program with Vox, out of home placements and watch parties in Miami, Chicago and L.A.
