USWNTPA Launches New Online Merchandise Store Today

In addition to jerseys, the site will sell everything from custom t-shirts and tote bags to children’s items and Megan Rapinoe action

The USWNTPA is “launching an online store” today, another sign of the “growing economic power of women’s sports,” according to USA TODAY’s Nancy Armor. In addition to jerseys, the site “will sell everything from custom t-shirts and tote bags to children’s merchandise and Megan Rapinoe action figures.” Annie Reid, director of strategic partnerships and business for the USWNTPA, said, “It’s just that we continue to invest in ourselves.” Reid: “We put that out there so people could have a one-stop shop instead of going to various outlets and having 40 different carts open.” The USWNT union “obtained the rights” to the players’ name, image and likeness as part of the 2017 CBA and “partnered” with what is now OneTeam Partners. In the first year after obtaining its NIL rights, the USWNTPA “signed agreements with more than 30 licensees”. Reid said USWNT merchandise “will still be available to all individual licensees.” The online store “simply increases the market”. It will also allow the USWNTPA to “react quickly to large events” and “produce game- or time-specific merchandise.” Armor writes that if it had existed during the 2019 World Cup, for example, “there would have been cups with [Alex] Morgan sipping tea” after the USWNT’s semi-final victory over England, or T-shirts with Rapinoe “now making her trademark”. Already there are merchandise “featuring the ‘USWNT as “the United States Soccer Team”” and, in a nod to their long fight for equal pay, “t-shirts and sweatshirts emblazoned with the slogan ‘Pay Women'” (USA TODAY, 7/14). The USWNTPA launched the store — — in partnership with licensee The Wildflower Group, who will administer the store and create a unique product (Liz Mullen, SBJ).