RADNOR, PA — Lincoln Financial (NYSE: LNC) has signed a multi-year agreement with FOX Sports to become the inaugural Game Break sponsor for the Women’s Sports Desk during the network’s live women’s college basketball coverage, marking a first-of-its-kind sponsorship in the category.
Under the deal, the FOX Sports Game Break Sponsored by Lincoln Financial will deliver national sports headlines and women’s basketball score updates during live broadcasts on FOX and FS1. The segment will air twice per game throughout the 2025–2026 women’s college basketball season, integrating Lincoln’s brand into one of the fastest-growing segments in sports media.
Lincoln said the partnership expands its broader sponsorship strategy, which has historically focused on professional football, professional golf, and community-based initiatives. The move into women’s sports is intended to extend the company’s reach to a wider national audience while aligning with growing consumer interest in women’s athletics.
“Lincoln Financial has been strategic about aligning our brand with sponsorship opportunities that can help us create connections with millions of consumers,” said John Kennedy, executive vice president and chief distribution and brand officer at Lincoln Financial. He said the agreement with FOX Sports is designed to build brand recognition while creating positive association for employees, partners, and customers.
The company said the sponsorship also reflects a focus on financial confidence and empowerment, particularly among women, who play an increasingly central role in household financial decision-making. Lincoln cited research showing that 92 percent of women age 21 and older report having primary or joint responsibility for family investment and savings decisions.
“We believe in empowering individuals to take charge of their financial futures, especially women, who are increasingly shaping their families’ financial strategies,” said Kathy Kavanaugh, senior vice president and chief marketing officer for individual solutions and brand at Lincoln Financial. She said the investment in women’s sports creates a direct connection with an audience that values financial security and long-term planning.
FOX Sports said the partnership aligns with the rapid rise in popularity of women’s college basketball and the network’s broader coverage strategy.
“Women’s college basketball has never been bigger, and the FOX Sports Game Break Sponsored by Lincoln Financial will enhance the viewer experience with smarter, more dynamic storytelling,” said Mark Evans, executive vice president of ad sales at FOX Sports. He said the sponsorship reflects a natural alignment between the sport’s momentum and brands focused on long-term value and engagement.
Lincoln Financial said the agreement strengthens its national media presence while reinforcing its commitment to visibility, inclusion, and audience-driven brand partnerships.
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