On October 21, 2025, Sprouts Farmers Market announced the addition of seven new individual Name, Image and Likeness (NIL) partnerships with female college athletes. This marks a new expansion of its PowHERed by Sprouts platform, which aims to empower women athletes through nutrition and brand collaboration. The announcement was made via a Business Wire press release.
The new NIL class includes talent from various sports, though specific athlete names and sports were not disclosed in the release. The partnerships are intended to support female athletes and align with Sprouts’ mission to fuel performance through nutrition. By extending its reach into collegiate athletics, Sprouts seeks to strengthen its brand presence among health‑conscious consumers.
This move represents a strategic shift toward deeper engagement with the women’s sports market, a segment that aligns with Sprouts’ focus on health enthusiasts. The announcement is a material event because it expands the company’s marketing and partnership portfolio. The deal was announced today, making it a newly disclosed development for investors.
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