Sophie Cunningham has made a lot of money since joining the Indiana Fever. She earned an endorsement contract with Ring home security after standing up for Caitlin, and today she signed a weekly podcast partnership with Colin Cowherd’s firm, The Volume. Additionally, she has endorsement agreements with Adidas and Arby’s.
Sophie Cunningham’s recent move to the Indiana Fever has proven to be a pivotal moment in her career, not only on the basketball court but also off of it. Known for her gritty playing style and confident persona, Cunningham has quickly leveraged her growing profile into a series of high-profile endorsements and media opportunities, turning what was once a standard WNBA transaction into a blueprint for personal brand expansion in women’s sports. At a time when media visibility and off-court opportunities are becoming increasingly critical for athletes in the WNBA, Cunningham’s trajectory is an example of how performance, presence, and timing can converge to build a powerful personal brand.
Just today, Cunningham signed a weekly podcast deal with The Volume, a sports media company founded by Colin Cowherd. Known for its ability to blend insider sports analysis with personality-driven content, The Volume has become a destination for athletes looking to establish a media footprint. Cunningham’s addition to the lineup brings a fresh, unapologetic voice from the WNBA to a platform that has traditionally been dominated by men’s sports. For her, the podcast isn’t just another media opportunity—it’s a chance to shape the conversation around women’s basketball from the inside. Given her outspoken nature and her willingness to engage in tough conversations, her show is expected to be a compelling mix of basketball insight, cultural commentary, and unfiltered opinion.
The timing of this media deal is no coincidence. Cunningham has been in the spotlight recently for her vocal defense of teammate Caitlin Clark, the Fever’s rookie phenom and one of the most talked-about athletes in the country. When Clark faced criticism both on and off the court—ranging from hard fouls to media scrutiny—Cunningham did not hesitate to step up and defend her. Her comments, broadcast across social media and picked up by multiple outlets, earned praise from fans and pundits alike for showing leadership and solidarity. But more than just praise, it captured the attention of companies eager to align with athletes who not only perform at a high level but also take a stand.
One such company was Ring, the home security brand best known for its smart doorbells and neighborhood safety features. After witnessing Cunningham’s advocacy and recognizing the trust she’s been building with a national audience, Ring quickly moved to sign her to an endorsement deal. The partnership is a smart fit for both sides: Ring gets an athlete who embodies vigilance, community, and protection—qualities that dovetail nicely with its brand mission—while Cunningham adds another high-profile brand to her growing portfolio. In a market where authenticity is often the most valuable currency, this alignment feels organic rather than manufactured.
But Ring is not Cunningham’s only endorsement deal. She also counts Arby’s and Adidas among her corporate partners, further demonstrating her versatility as a marketable athlete. The Arby’s partnership taps into her relatable, down-to-earth image. Known for her sense of humor and no-nonsense attitude, she fits well with Arby’s bold and slightly quirky marketing tone. Whether it’s promoting limited-time menu items or starring in digital content campaigns, she brings a kind of grounded authenticity that resonates with both sports fans and everyday consumers. It’s a reminder that athletes don’t always have to rely on luxury or high fashion to be effective brand ambassadors; sometimes, being real and approachable is the more powerful play.
Her deal with Adidas, meanwhile, positions her among the elite. Adidas has a long history of working with basketball stars, and adding Cunningham to that roster signals confidence in her ability to transcend the game. The brand has increasingly made moves to elevate women in sports, not just by outfitting them but by building campaigns around their stories, values, and personalities. For Cunningham, the Adidas relationship also ties directly into her on-court presence. As a physical, competitive player who isn’t afraid to mix it up, she embodies the high-performance ideals that Adidas champions. She wears their gear not just as a fashion statement but as a functional component of her basketball identity.
What’s particularly noteworthy about Cunningham’s current rise is how intentional it appears. None of these moves seem accidental. The transition to Indiana gave her a fresh platform, Caitlin Clark’s arrival brought national media attention to the team, and Cunningham stepped up with both performance and leadership. She didn’t wait for an invitation to the spotlight; she walked into it with purpose. And now, she’s being rewarded with the kind of commercial and media opportunities that are still rare for many WNBA players.
Her media expansion with The Volume could be especially significant in shaping how WNBA players are perceived and consumed. Traditionally, WNBA athletes have struggled to gain consistent media coverage, let alone control over the narrative. Cunningham’s podcast deal flips that script. She now has a weekly opportunity to frame the discussion around the league, highlight players’ stories, and speak directly to fans without relying on mainstream sports media to filter her message. That’s powerful. And if the show succeeds—and all indications suggest it will—Cunningham could be laying the groundwork for a new generation of women athletes who double as media creators and cultural commentators.
Meanwhile, her endorsement portfolio is setting a new standard for what WNBA marketing can look like. While superstars like Candace Parker, A’ja Wilson, and Sabrina Ionescu have traditionally been the go-to figures for big brands, Cunningham is showing that players outside the marquee names can still build significant commercial value—especially if they lean into who they are, speak their minds, and connect with the broader cultural moment. Her defense of Clark was more than just a protective gesture; it was a moment of leadership that showed brands and fans what kind of teammate and person she is. And that kind of clarity in character is something brands are always eager to invest in.
In many ways, Cunningham represents a modern athlete archetype: fearless, versatile, and media-savvy. She’s not waiting for gatekeepers to validate her worth. She’s creating her own space, forming strategic alliances, and capitalizing on momentum with the kind of precision that suggests there’s a long-term plan at play. With the Fever on the rise, her profile is only likely to grow, and so will the scope of her business ventures. Whether it’s new endorsements, media appearances, or entrepreneurial pursuits, the foundation she’s laying now could support a career that extends far beyond her playing days.
But all of this still circles back to the basketball. At the end of the day, none of these deals materialize without credibility on the court. Cunningham has consistently proven herself as a valuable asset in the WNBA, capable of impacting games with her toughness, shot-making, and leadership. She’s not just a personality; she’s a competitor. And with the Fever’s current momentum and the national attention surrounding Clark, the opportunities for Cunningham to shine are only going to increase.
What’s more, her presence in the Indiana locker room brings a stabilizing, veteran influence that’s essential for a young team learning how to navigate expectations. That’s the kind of leadership that doesn’t always show up on the stat sheet but matters immensely in building a winning culture. And it’s another reason why brands are eager to align with her: she’s not just along for the ride—she’s helping drive the bus.
In a league where visibility has historically been a challenge and marketing dollars have been slow to follow, Sophie Cunningham is rewriting the rules in real time. By merging performance, media savvy, and authenticity, she’s turning her time with the Indiana Fever into more than just a basketball stint. It’s becoming a case study in how WNBA players can elevate themselves into full-fledged brands—ones that resonate across sports, media, and culture. With deals from The Volume, Ring, Arby’s, and Adidas already secured, and more surely to come, it’s clear that this is just the beginning of the next chapter in Cunningham’s rapidly expanding career.
