LES awarded Deals of Distinction™ in five industry sectors at the LES Annual Meeting Business Luncheon on October 20, 2025. The sectors included: High-Tech, Brands as a Business, Industry-University-Government Interface, Life Sciences, and Physical Sciences. Now in its twenty-first year, the annual program recognizes companies that orchestrate the year’s most outstanding licensing and business deals in each sector. Key dealmakers were on hand to provide insights on their winning deals.
Dealmakers: Franklin Sports and the WNBA (Women’s National Basketball Association)
Presented by Noor Al-Banna (Co-Chair of LES Brands as a Business Sector) to Michelle Brownlee (General Counsel of Franklin Sports)
Why it won…
Franklin Sports entered into a multi-year licensing agreement with the Women’s National Basketball Association (WNBA). This move significantly broadens the company’s footprint in basketball and underscores its long-term commitment to youth and community engagement.
Under the agreement, Franklin becomes the official supplier of WNBA-branded sports equipment, including basketballs, accessories, and training gear, available through major retailers and online channels. The collaboration combines Franklin’s heritage in performance equipment with the WNBA’s growing cultural and commercial influence, particularly among young female athletes.
A key element of the partnership is Franklin’s focus on developing youth-oriented products designed to make basketball more accessible and inclusive. The initiative aligns closely with the WNBA’s mission to inspire the next generation of players and fans through visibility, empowerment, and participation.
Noor Al-Banna explained, “The deal involved two nationally and globally recognized and iconic brands in the sporting world. It obviously made a lot of business sense from a licensing perspective, but we also liked it because it had the stated goal of getting youth, and specifically young girls, engaged in sports. This goal of empowerment and promoting healthy activities to young girls was one key reason why it was selected.”
For Franklin Sports, the partnership reflects a continuation of the company’s longstanding mission to promote play and accessibility at every level. Michelle Brownlee said, “We provide sports equipment for all levels of play, from entry-level up to the professional level. You may be familiar with our baseball batting gloves. Those are worn by the pros in Major League Baseball. But we also make learn-to-play baseball sets for toddlers. So we really run the gamut. And, as a family-owned business, it’s really part of the company’s mission to inspire fun and play for families.”
She added, “There are just so many benefits of sports beyond just the fun and excitement of playing sports. And we want to make sure that all kids have the opportunity to play sports. Historically girls have been less active in sports than boys. The evolution of professional women’s sports is helping to change that.”
Brownlee concluded, “For all those reasons, on behalf of Franklin Sports, I would like to thank LES for recognizing the importance of promoting women’s sports and giving us this award. We appreciate the recognition of our efforts in making sports available to all.”
LES Deal of Distinction Criteria
The Licensing Executives Society’s Deal of Distinction Award recognizes agreements that:
- Solve business problems creatively
- Feature novel licensing structures
- Represent “seismic events” within their industry sector
Award presentation: Noor Al-Banna (right), Co-Chair of Brands as a Business Sector, presented the award at the LES Annual Meeting in Boston to Michelle Brownlee, General Counsel of Franklin Sports. While the WNBA could not attend in person, they graciously accepted and are being shipped the physical award.
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