Lincoln Financial has signed a new multi-year agreement with FOX Sports, becoming the first-ever Game Break sponsor for the Women’s Sports Desk during the network’s live coverage of women’s college basketball. The move marks a first for both organisations and signals an expanded commercial focus on women’s sports broadcasting.
Under the agreement, the FOX Sports Game Break Sponsored by Lincoln Financial will appear during live women’s college basketball games airing on FOX and FS1. The segment will deliver updates on national sports headlines and basketball scores, and will feature twice per game throughout the 2025–2026 women’s basketball season.
Lincoln Financial said the partnership reflects its wider sponsorship strategy, which centres on increasing brand awareness among a national audience. The company already maintains partnerships across professional football, professional golf and a range of national and local community initiatives. Its expansion into women’s sports is intended to reach a broader consumer base within one of the fastest growing areas of the sports 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 sponsorship also aligns with Lincoln Financial’s focus on financial confidence and empowerment, particularly among women. The company pointed to research showing that 92% of women aged 21 or older report having primary or joint responsibility for household financial investments and savings decisions.
“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. “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.”
FOX Sports said the partnership comes at a time of continued growth for women’s college basketball audiences.
“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.
The agreement positions Lincoln Financial as a visible presence during live broadcasts while adding a new branded feature to FOX Sports’ women’s college basketball coverage.
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.
