Sprouts Farmers Market Deepens Commitment to Women’s Sports with Expanded NIL Partnerships
Sprouts Farmers Market has reaffirmed its leadership in supporting female college athletes through its groundbreaking initiative, PowHERed by announcing eight new Name, Image, and Likeness (NIL) partnerships. As the NIL landscape continues to reshape college sports, Sprouts remains a trailblazer, being the first natural grocery retailer to make a significant commitment to women’s collegiate athletics. Whether by fueling performance through nutrition or partnering with athletes and organizations transforming the landscape of women’s sports, Sprouts is dedicated to elevating female athletes both on and off the field.
A Commitment to Empowerment and Performance
“Sprouts is on a mission to power women in all aspects of their lives, both in competition and in their everyday routines,” said Nick Konat, president and chief operating officer of Sprouts. “By fueling performance through nutrition and aligning with athletes who are redefining excellence in women’s sports, we are proud to expand our NIL roster. These eight remarkable athletes will help us continue building a healthier and stronger future for female athletes everywhere.”
Through the NIL program, these athletes will share their personal experiences with Sprouts, highlight their favorite nutritious snacks and meals, and engage with the community via social media. The initiative provides visibility to both the athletes and the importance of proper nutrition in sports performance.
Meet the Newest Sprouts NIL Athletes
The following eight accomplished female college athletes have been added to the NIL roster:
Hailey Hernandez – Diving (Austin, Texas)
- Three-time NCAA National runner-up
- Five-time All-American
- Five-time Big 12 Champion
- Three-time Big 12 Diver of the Year
- Two-time U.S. Senior National Champion
Amari Whiting – Basketball (Stillwater, Okla.)
- Led her team in assists and steals per game as a freshman
- Continued to lead in steals as a sophomore
- Started in all games as both a freshman and sophomore
Haleigh Bryant – Gymnastics (Baton Rouge, La.)
- 2024 Honda Sport Award Winner
- 2024 NCAA All-Around Champion
- 2024 SEC Gymnast of the Year
- Four-time All-SEC Team Member
- Scholastic All-American
Zoe Summar – Swimming (Tempe, Ariz.)
- 2024 Big 12 Champion (Team)
- Big 12 Championship 200 IM runner-up
- Competed in three events at the 2023 NCAA Championships
Megan Grant – Softball (Los Angeles, Calif.)
- NFCA Second-Team All-American
- Two-time All-Conference First-Team Selection
- 99 RBIs and 65 runs scored
- Started in all 113 games played
Mjracle Sheppard – Basketball (Baton Rouge, La.)
- Averaged 4.1 points per game and 1.1 steals per game
- Helped her team secure third place in the 2024/25 SEC regular season
Delaney DeMartino – Soccer (College Park, Md.)
- Appeared in all 19 matches last season
- Scored three goals, tying for most on the team
- Scored a crucial go-ahead goal in a major match
Evie Minella – Field Hockey (Philadelphia, Pa.)
- Appeared in 13 games as a freshman
- High school first-team All-American
A Growing Legacy in Women’s Sports
Since the inception of its NIL program in 2022, Sprouts Farmers Market has fueled the health and performance of more than 160 female athletes through strategic NIL partnerships. This program aims to bridge the gap between athletics and proper nutrition, ensuring that women in sports receive the recognition, support, and resources they need to thrive.
Beyond its NIL partnerships with individual athletes, has actively invested in women’s sports through high-profile sponsorships. The company’s collaborations include sponsorships of prestigious collegiate programs and professional teams, such as:
- Arizona State University
- University of Southern California
- University of Texas
- Big 12 Conference
- Southeastern Conference (SEC)
- Angel City Football Club (professional women’s soccer team)
By partnering with these organizations, Sprouts continues to strengthen its commitment to elevating women’s athletics at all levels.
The Impact of Sprouts’ Investment in Female Athletes
Sprouts Farmers Market has recognized the growing influence of female athletes and the need for increased investment in their development. Studies indicate that women’s sports have historically been underfunded, receiving a fraction of the marketing, sponsorship, and media coverage compared to men’s sports. However, with shifting cultural attitudes and increased visibility, female athletes are becoming powerful role models, inspiring young athletes and future generations.
Sprouts’ NIL initiative not only supports these athletes financially but also helps amplify their voices, allowing them to share their stories, highlight their struggles and triumphs, and encourage others to pursue excellence in sports. This investment fosters a culture in which women’s sports receive the attention and respect they deserve.
The Future of NIL Deals in Women’s Sports
The rapid evolution of NIL deals has transformed collegiate sports, giving athletes more control over their brands and financial futures. While many brands initially focused on male athletes, companies like are actively working to balance the playing field by championing women in sports.
Sprouts Farmers Market’s NIL partnerships are a testament to the brand’s belief in gender equality, health, and community impact. As more brands follow suit, the landscape of women’s sports will continue to evolve, providing increased financial stability and opportunities for female athletes.
As NIL deals continue to shape the future of collegiate athletics, Sprouts remains a leader in integrating nutrition, performance, and athlete empowerment. The PowHERed by program will undoubtedly inspire future collaborations and partnerships, ensuring that female athletes receive the recognition and support they deserve.
Final Thoughts
Sprouts Farmers Market’s expansion of its NIL program demonstrates a firm commitment to championing women’s sports and empowering female athletes. With an ever-growing roster of talented individuals and high-profile sponsorships, Sprouts is playing a pivotal role in reshaping the narrative surrounding women’s athletics.
As the sports industry continues to evolve, initiatives like PowHERed by Sprouts will help pave the way for greater inclusivity, recognition, and support for female athletes. By investing in both the present and future of women’s sports, Sprouts Farmers Market is not only making a difference in the lives of these athletes but also setting a powerful example for the industry at large.
