Key Takeaways
CVS Pharmacy is named an Official Health and Wellness Partner of the NWSL in a new multi-year sponsorship agreement.
CVS will serve as entitlement partner of NWSL Youth Clinics, a new initiative pairing on-field play with wellness programming for young athletes and families.
The deal includes sponsorship of the NWSL Combine and Youth Combine, which showcases U13-U17 players and elite college talent nationwide.
CVS expands its women’s soccer footprint by adding Seattle Reign FC and Kansas City Current to an existing Washington Spirit sponsorship.
A co-produced social content series will deliver health and wellness guidance to fans, families, and youth athletes across NWSL platforms.
Women’s Soccer and Youth Health Intersect in NWSL’s New CVS Pharmacy Partnership
The NWSL has signed CVS Pharmacy as an Official Health and Wellness Partner in a multi-year agreement that plants the brand directly inside youth soccer programming, from community clinics to elite player identification events.
Youth Clinics Put CVS at the Grassroots Level
The centerpiece of the deal for youth sports operators is the entitlement of NWSL Youth Clinics. This is a new league initiative, not an existing program, designed around participation, wellness, and keeping girls in the game long-term. Clinics will pair on-field activity with broader health engagement for athletes and their families.
That framing matters. This isn’t a youth activation bolted onto a pro sponsorship. Wellness programming for families is built into the clinic structure from the start, which positions CVS as a health resource inside the youth soccer ecosystem, not just a logo at a pro match.
The Youth Combine Extends the Pipeline
CVS also takes on sponsorship of the NWSL Youth Combine, which features U13-U17 players alongside elite college talent. For a brand trying to reach young female athletes at a critical development stage, the Combine offers direct access to some of the top youth players in the country in a high-visibility setting.
Pairing entitlement of a grassroots clinic program with presence at an elite showcase event gives CVS visibility across two very different but connected points in the youth player pipeline.
Club Partnerships Bring the Deal Local
CVS already sponsors the Washington Spirit. This agreement adds Seattle Reign FC and Kansas City Current, bringing the brand’s health resources and community programming into two additional markets. Local club partnerships allow CVS to push activation beyond league-wide assets and connect with families in specific geographies where the brand already has a retail footprint.
For youth sports facilities and operators in those markets, club-driven community health programming is worth monitoring as a potential model for their own sponsor conversations.
Content and Visibility Round Out the Agreement
CVS will receive virtual signage across all NWSL matches and collaborate on a co-produced social content series pulling health and wellness expertise from both organizations. The series targets fans, families, and young athletes with practical guidance, an audience that overlaps heavily with youth sports parents and recreational players.
“We are excited to partner with the National Women’s Soccer League, as they align with our commitment to expanding access to health and wellness programs that uplift women and girls both on and off the field,” said Erin Condon, Chief Marketing Officer, Pharmacy and Consumer Wellness at CVS.
A Partnership Structure Worth Watching
What makes this deal notable for youth sports professionals is the architecture. CVS isn’t just buying brand exposure through a professional league. It’s using the NWSL as a distribution channel to reach young athletes and their families through programming, content, and local club relationships.
As national health and wellness brands look for authentic ways to connect with youth sports audiences, the NWSL-CVS model offers a clear framework: anchor the deal in youth programming, extend it through clubs, and activate it through content that serves families directly.
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