New Jersey
Phoenix Mercury unveil new multiyear jersey-patch sponsor with Partake
The new Phoenix Suns and Phoenix Mercury business headquarters
Josh Bartelstein (CEO) and owner Mat Ishbia talk about the Phoenix Suns and Mercury new business headquarters, April 4, 2024, at 475 E Lincoln Street, Phoenix, Arizona.
The Phoenix Mercury announced a new multiyear jersey patch deal with venture capital firm Cleveland Avenue on Wednesday.
The unique partnership introduces the first rotating patch in the league’s history as a new partner will be on the jersey each year. Partake Foods, a women-led natural food company headed by CEO Denise Woodard, is the first brand to be featured on the jersey’s left shoulder badge starting this season.
“The rotating badge is to keep promoting women entrepreneurs and do things the right way. Partake is year one of that,” Mercury and Suns CEO Josh Bartelstein said. “If we win a championship, we may have to keep Partake after another year.”
The sponsorship is an extension of the global partnership announced last week with the Mercury, Suns, and Cleveland Avenue. Cleveland Avenue specializes in lifestyle brands and tech companies, listing 70 in its portfolio. It’s a principal owner of sustainable packaging company Footprint, which is the official sustainability partner of the Suns and Mercury. Footprint eco-friendly packaging solutions will also be part of this year’s enhancements.
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The Mercury was the first WNBA franchise to secure a branded jersey deal in 2009 when the league first allowed teams to sell front-of-jersey advertising. Now the team will be the first to partner with a Black-owned company (Partake Foods) for a patch deal.
Woodard started the company in 2016 after her daughter was diagnosed with multiple food allergies. It offers allergy-friendly snacks, including cookies, graham crackers and vanilla wafers.
“I never in my wildest dreams expected to see a company that I started to solve a problem for my daughter on a jersey of a successful WNBA franchise,” Woodard said. “It’s a dream come true.”
The Mercury patch is the latest in a string of news for owner Mat Ishbia, who has been busy since he bought the Suns and Mercury for a record $4 billion in 2022. The Mercury will host the 2024 WNBA All-Star Game in July while the team continues to build a new training facility.
“There’s many amazing brands, we care about the purpose of it. What Denise is, who she stands for, and her story, once we talked through it, it was a no-brainer,” Bartelstein said. “All credit to her because that’s where this lies is in the relationship.”