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The GIST: P.R.O.S. Sports Housing, a company that offers short-term housing for professional athletes, has rebranded as Mavrx Sports Housing and has announced a new partnership with Las Vegas Aces star Sydney Colson this week. Mavrx has joined the WNBA scene by collaborating with Colson, who is known for her marketability.
Colson’s recent partnership highlights the trend of female athletes who focus on creating content becoming sought after by brand marketers, regardless of their playing time. They work hard, play hard, and hustle harder.
The company: Mavrx caters specifically to pro athletes who frequently move and benefit from housing arrangements in the NWSL, PWHL, and WNBA. Founder Nicolette Hawthorne has committed to further supporting the WNBA, including partnerships with teams like the Indiana Fever, LA Sparks, Seattle Storm, and Washington Mystics.
The athlete: Colson, a WNBA veteran and two-time champion, may not always start for the Aces, but she has worked with brands like Ally, Bumble, and now Mavrx, announcing the partnership on Instagram with her engaging storytelling. She aims to be the “face of the league” through creating humorous, engaging content on social media and co-hosting The Syd + TP Show with Theresa Plaisance.
Looking at the bigger picture: Colson is not the only athlete leveraging content creation for recognition. Gymnast Livvy Dunne has built a strong social media presence with $4.2 million in NIL deals, despite missing out on Team USA. The Cavinder twins from the University of Miami have secured almost $2 million in NIL deals without WNBA prospects.
Compared to Aces starter Chelsea Gray, Colson has a larger following on Instagram and X, demonstrating the power of content. Colson’s comedic talent makes her a great brand ambassador for companies aiming to enter the WNBA market and connect with new fans. It’s a dream come true.
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