Newtown native and podcaster Alex Cooper recently secured a sponsorship deal for her beverage brand, Unwell Hydration, with National Women’s Soccer League, writes Katie Deighton for The Wall Street Journal.
As part of the deal, Cooper — whose podcast, Call Her Daddy, has made her a beloved media star among young women — will appear at games and actively promote the league.
“We in professional sports are all after the next generation of consumers, and I like to describe Alex as the Gen Z whisperer,” said Jessica Berman, NWSL’s commissioner.
This is the first partnership for Unwell Hydration since Cooper introduced the brand at the end of 2024.
The partnership debuted with a $25 ticket-and-swag promotion at the 2025 NWSL Challenge Cup in Orlando. Additionally, the league and the brand are collaborating to establish a fan club called Unwell FC, which will offer exclusive merchandise and additional ticket promotions.
Unwell Hydration aims to grow its sales by targeting athletes, active women, and college students seeking hydration — whether after a workout or a night out.
For Cooper, this provides another opportunity to expand on her Unwell brand.
Read more about Alex Cooper and the new sponsorship she signed to grow her beverage brand in The Wall Street Journal.
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