Lincoln Financial Serves as First-Ever Game Break Sponsor for Women’s Sports Desk on FOX Sports’ Women’s College Hoops Coverage
RADNOR, Pa.–(BUSINESS WIRE)–Lincoln Financial (NYSE: LNC) today announced a first-of-its-kind agreement with FOX Sports, becoming the inaugural Game Break sponsor for the Women’s Sports Desk featured in the network’s live women’s college basketball coverage. The multi-year sponsorship reflects Lincoln’s commitment to amplifying visibility for women’s athletics and championing financial confidence and empowerment through broader audience connections.
Lincoln’s sponsorships strategy is focused on increasing consumer awareness and exposure across a national audience, most notably with partnerships across professional football, professional golf and other national and local community initiatives. The expansion into women’s sports provides an opportunity to reach an even wider segment of consumers in one of the fastest growing sports categories in the market.
“Lincoln Financial has been strategic about aligning our Brand with sponsorship opportunities that can help us create connections with millions of consumers,” said John Kennedy, EVP, Chief Distribution & Brand Officer. “We are excited about this first-of-its-kind agreement with FOX Sports, a premier national media network, which will drive increased brand recognition for Lincoln as well as positive association and a sense of pride for our employees, partners and the millions of American consumers we serve.”
The FOX Sports Game Break Sponsored by Lincoln Financial will provide viewers with an update on sports headlines and basketball scores from around the country, creating a dynamic touchpoint for fans during live coverage. Airing on FOX and FS1, the Game Break will be featured twice per game throughout the 2025-2026 women’s basketball season.
“We believe in empowering individuals to take charge of their financial futures, especially women, who are increasingly shaping their families’ financial strategies,” said Kathy Kavanaugh, SVP, Chief Marketing Officer, Individual Solutions and Brand at Lincoln Financial. “Research shows that 92% of women age 21 or older report having primary or joint responsibility for household financial investments and savings decisions.i By investing in women’s sports, we’re not only supporting visibility on the court but also connecting with an audience that values financial confidence and security.”
“Women’s college basketball has never been bigger, and the FOX Sports Game Break Sponsored by Lincoln Financial will enhance the viewer experience with smarter, more dynamic storytelling,” said Mark Evans, Executive Vice President, Ad Sales, FOX Sports. “As the sport continues its tremendous momentum, aligning with a brand that values women’s sports is a perfect fit for our audience.”
About Lincoln Financial
Lincoln Financial helps people confidently plan for their vision of a successful financial future. As of December 31, 2024, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of September 30, 2025, the company had $347 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, PA., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates.
About FOX Sports
FOX Sports is the umbrella entity representing Fox Corporation’s wide array of multi-platform US-based sports assets. Built with brands capable of reaching more than 100 million viewers in a single weekend, the business has ownership and interests in linear television networks, digital and mobile programming, broadband platforms, multiple web sites, joint-venture businesses and several licensing relationships. FOX Sports includes the sports television arm of the FOX Network; FS1, FS2, FOX Soccer Plus and FOX Deportes. FOX Sports’ digital properties include FOXSports.com and the FOX Sports App, which provides live streaming video of FOX Sports content, instant scores, stats and alerts to iOS and Android devices. Also included in FOX Sports’ portfolio are FOX’s interests in joint-venture businesses Big Ten Network and the UFL and a licensing agreement that established the FOX Sports Radio Network.
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| i Kantar U.S. MONITOR 2025 |
Contacts
Media contacts:
Lincoln Financial
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