BUMBLE | 50FOR50

In the summer of 2021 the U.S. Supreme Court ruled in favor of NCAA compensation for athletes which has led to a changed environment for athlete sponsorship and NIL deals. “Nowhere else in America can businesses get away with agreeing not to pay their workers a fair market rate on the theory that their product is defined by not paying their workers a fair market rate,” Justice Brett Kavanaugh writes. “The NCAA is not above the law.”

This monumental moment for athletes presented Bumble with an opportunity to act on our brand ethos by making a stand for women in collegiate sports. To make our role even sweeter, we kept our sights set on the 50th anniversary of Title IX.

“Fifty years ago, women in collegiate sports gained important protection from discrimination. Title IX of the Education Amendments of 1972, commonly known as Title IX, prohibits discrimination on the basis of sex in any education program or activity receiving federal financial assistance. While it opened doors for many, there’s more opportunity ahead for women competing in the National Collegiate Athletic Association (NCAA).

In honor of the federal law’s 50th anniversary, Bumble begins its support of a wealth of overlooked women athletes around the country. We're embarking on a yearlong sponsorship of 50 remarkable women, with equal pay amounts across all 50 NIL (name, image, and likeness) contracts. The inaugural class of athletes are a small representation of the talented women around the country who diligently — and often without recognition — put in the work on a daily basis.”

See more at https://thebeehive.bumble.com/50for50

To announce our 50 deals, we teamed up with @motionmami to create a short visual film and a player trading card for all 50 athletes. We leaned into press coverage, social posting from all athletes, organic social, a microsite, video ads on snapchat, and a paid partnership with Togethxr.