Last Updated on July 2, 2022
In honor of the 50th anniversary of Title IX, dating and social networking app Bumble—which bills itself as a “women-first” app—has signed 50 female college athletes to name, image and likeness deals as part of a new “50for50” program. The partnership includes a number of different engagements over the course of the year, including events and media. The women will also be Bumble ambassadors on their respective campuses.
“These sponsorships are an exciting step in empowering and spotlighting a diverse range of some of the most remarkable collegiate women athletes from across the country. Athletes who work just as hard as their male counterparts, and should be seen and heard,” said Christina Hardy, Bumble’s director of talent and influencer. “In honor of the 50th anniversary of Title IX, we are so proud to stand alongside these women and are looking forward to celebrating their many achievements throughout the year.”
According to the Women’s Sports Foundation, the number of women in collegiate athletics has increased significantly since Title IX, from 15% to 44%. Unfortunately, equity continues to lag in many ways, especially for BIPOC women, who make up only 14% of college athletes.
Hardy says it was important to Bumble to chose women “across a variety of sports, from state colleges to HBCUs, and that represented diverse backgrounds and experiences.” The first 25 women in the campaign are being announced today.
- Aaliyah Moore- Texas
- Alexis (Lexi) Ellis- Oregon
- Alia Logoleo- South Carolina
- Alissa Pili- Utah
- Cassie Moses- North Carolina
- Dominique Mustin- Texas
- Emily Huang Javedan- Maryland
- Genesis Bryant- Illinois
- Haleigh Bryant- Louisiana
- Jada Moore- Florida
- Jada Peacock- New York
- Janell Fitzgerald- Texas
- Jazlyn Jefferson- Virginia
- Josie Mallory- Washington D.C.
- Kateri Poole- Louisiana
- Knisha Godfrey- Texas
- Koi Love- California
- Lavender Briggs- Maryland
- Maile Hayes- Texas
- Nicole Whitaker- Florida
- Nina Columbia- South Carolina
- Shaye Story- California
- SilentRain Espinoza- Washington
- Tamia Toni Badal- Florida
- Tyra Gittens- Texas
“Partnering with Bumble and announcing this campaign on the anniversary of Title IX is very special,” said Alexis Ellis, Track & Field. “I am grateful for the progress that has been made for women in sports, and am proud to be part of Bumble’s ’50for50’ to help continue moving the needle and striving for more. I look forward to standing alongside so many incredible athletes for this campaign throughout the year.”
“I am so grateful to team up with Bumble and stand alongside these incredible athletes on this monumental anniversary,” said Haleigh Bryant, Gymnastics. “Many women continue to be overlooked in the world of sports, and I am excited to be part of something that celebrates, and shines a light on, the hard work, tenacity, and accomplishments of so many great athletes.”
Hardy says working with female college athletes like Ellis and Bryant is a natural fit for the brand.
“Sports has long been an avenue for Bumble to support women and their many achievements. With the new NIL rules, there is an opportunity to continue that support and connect with the broad, diverse collegiate sports audience over common interests.”
“The spirit of working with student athletes is special,” said Hardy. “These women are competing at the highest level in collegiate sports, all while going to school. It is so impressive! Many of these women also do not have large followings like influencers do, which is the ethos of this program in helping draw attention to incredible student athletes who do not typically have the audience and spotlight they deserve.”
Asked how Bumble will measure the success of the campaign, Hardy says it’s more about shining a light on the women than on Bumble.
“Working alongside these athletes and doing what we can as a brand to bring attention to their accomplishments is what success looks like for us. We hope people take time to familiarize themselves with these incredible women and follow along their collegiate sports journey over the next year.”
This announcement adds to Bumble’s previous multi-year investments in sports. In 2019, Bumble also launched a multi-year partnership with global esports organization Gen.G to create Team Bumble, an all-women professional esports team.