Brands & Sponsorship, Diversity, Growth, Partnerships, Sport Business | Feb 8, 2019
Shaping the demographics of the NBA; Serena Williams on board; and making a mark at Super Bowl LIII - Bumble shakes up male-dominated industry.

More than just a patch; Bumble shakes up male-dominated industry.

You can’t have gender equality and diversity if you do not have both men and women involved in the conversation; that’s why Bumble, the female-first social networking platform where women control the dialogue by ‘making the first move’, agreed to a three-year deal worth a reported $20 million deal in 2018 to place its logo on the uniform of NBA side Los Angeles Clippers.

The momentum around driving the diversity conversation has continued in 2019, with Bumble making its mark at one of the world’s most-watched sporting events – Super Bowl LIII – with Serena Williams starring in the platform’s ad, ‘The Ball Is in Her Court.’

In this edition of 5 Minutes with Leaders, recorded behind the scenes at The Sport Business Summit, London in October 2018, Williamson explains:

  • How the deal between Bumble and the Clippers came about;
  • Why the platform opted to sponsor a men’s team as opposed to a women’s team;
  • Why it was drawn to the NBA;
  • How Bumble will measure the deal’s ROI;
  • And what the ‘Bumble’ brand means to her.



Alex Williamson speaking alongside Scott Sonnenberg, Chief Global Partnerships Officer, LA Clippers at The Sport Business Summit, London 2018.


Williamson began working for Bumble in October 2014 and has worked her way into her current position as Chief Brand Officer where she oversees all of Bumble’s touchpoints, managing the brand’s personality, content, social media, and customer service. She helps empower Bumble users and brings Bumble CEO & Founder Whitney Wolfe Herdā€™s ideas to life.

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