Lincoln Financial Boosts Women’s College Basketball with Game Break Sponsorship
Lincoln Financial just announced a partnership with FOX Sports as the first-ever Game Break sponsor for the Women’s Sports Desk. This multi-year deal shines a light on Lincoln Financial’s push to boost visibility for women’s athletics and matches their mission to encourage financial confidence and empowerment.
The sponsorship will show up during live women’s college basketball coverage. That’s a pretty big step for both the company and the sports industry.
Lincoln Financial’s Strategic Sponsorship
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Lincoln Financial decided to become the first Game Break sponsor for FOX Sports’ Women’s Sports Desk. That’s a clear move to align their brand with high-impact sponsorships.
John Kennedy, EVP and Chief Distribution & Brand Officer, said this partnership with FOX Sports is meant to drive brand recognition and build a positive association for Lincoln Financial. The company wants to reach employees, partners, and millions of Americans watching at home.
Expanding Visibility in Women’s Sports
By moving into women’s sports, Lincoln Financial gets to connect with a broader group of consumers. Women’s college basketball is growing fast, and the FOX Sports Game Break Sponsored by Lincoln Financial will make the viewer experience more engaging.
Expect dynamic storytelling and quick updates on sports headlines and basketball scores from around the country. The Game Break will air twice per game throughout the 2025-2026 women’s basketball season on FOX and FS1.
Empowering Women Financially
Kathy Kavanaugh, SVP and Chief Marketing Officer, Individual Solutions and Brand at Lincoln Financial, stressed how important it is to empower people—especially women—to take charge of their financial futures. Research shows that 92% of women aged 21 or older have primary or joint responsibility for household financial investments and savings decisions.
By investing in women’s sports, Lincoln Financial isn’t just supporting visibility on the court. They’re also connecting with an audience that values financial confidence and security.
Reaching a National Audience
Lincoln Financial’s sponsorship approach aims to boost consumer awareness nationwide. They already have partnerships in pro football, golf, and several other national and local initiatives.
Getting involved in women’s sports feels like a natural next step. It opens up new ways to engage with a fast-growing sports audience.
About Lincoln Financial
Lincoln Financial helps people plan for the financial future they want—hopefully with a little more confidence. As of December 31, 2024, about 17 million customers trust their guidance and solutions across four main businesses:
- Annuities
- Life Insurance
- Group Protection
- Retirement Plan Services
As of September 30, 2025, Lincoln Financial managed $347 billion in end-of-period account balances, net of reinsurance. The company is based in Radnor, PA, and Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates.
About FOX Sports
FOX Sports serves as the umbrella for Fox Corporation’s wide range of US-based sports assets. Their brands can reach more than 100 million viewers in a single weekend.
- Sports television arm of the FOX Network
- FS1
- FS2
- FOX Soccer Plus
- FOX Deportes
FOX Sports also runs FOXSports.com and the FOX Sports App, offering live streaming, instant scores, stats, and alerts for iOS and Android. They have stakes in Big Ten Network and the UFL, plus a licensing deal that created the FOX Sports Radio Network.
Conclusion
The partnership between Lincoln Financial and FOX Sports signals a big step forward for women’s sports. Lincoln Financial’s decision to become the first-ever Game Break sponsor for the Women’s Sports Desk isn’t just about boosting visibility for women’s athletics.
They’re also tying their brand to efforts that encourage financial confidence and empowerment. It’s a strategic play that could spark meaningful connections with millions of people, and honestly, it helps Lincoln Financial stand out in the financial services world.
For more information, check out the official announcement.