Alex Cooper remembers the sweat and adrenaline of her college soccer days. For the former Boston University athlete and host of the wildly popular “Call Her Daddy” podcast, teaming up with the National Women’s Soccer League is more than a business move. It’s a homecoming.
“I grew up my entire life playing soccer, and it will always be a part of my identity,” Cooper shared on social media as she announced that her beverage venture, Unwell Hydration, is now an official sponsor of the league. The season-long deal, reportedly over $3 million, secures Unwell’s place on the field and in the stands. Fans will soon see special promotions and events at NWSL matches around the country, all tied to Cooper’s promise of creating a brand that speaks directly to young women.
A different kind of partnership
The NWSL’s decision to collaborate with Cooper arrives at a time when women’s sports sponsorships have begun capturing broader consumer attention. Commissioner Jessica Berman believes Cooper’s history as a college player will energize the league’s supporters: “As a former college soccer player, Alex gets the sport, the grind, and what it means to be a female athlete. Through her massive platform, she’s been a champion for women’s empowerment, and now, she’s using that influence to amplify the NWSL like never before.”
Fans can look forward to game-day pop-ups, co-branded merchandise, and a newly created “fan hype group” called Unwell FC. Cooper, who’s known for bringing legions of podcast listeners under the banner of her “Daddy Gang,” sees this as an avenue to merge her athletic past with her present-day media empire. “We’re the league sponsor, b—h!” she quipped at a recent event, hinting at her trademark blend of humor and boldness.
Some have questioned the brand name “Unwell” and its fit in a space dedicated to peak performance. Yet Cooper is pushing a message that resonates with younger audiences: authenticity. The beverage claims to offer vitamins and electrolytes without artificial extras, and Cooper insists the real win lies in normalizing honest conversations about wellness, especially for female athletes under constant pressure to succeed.
Reactions to the deal have been mixed online. A few doubt Cooper’s Gen Z influence, while others see her success as a reminder that women’s soccer is evolving in dynamic ways. It’s still a chance for the league to build on record-breaking viewership and growing fan enthusiasm. Even skeptics acknowledge that Cooper brings an audience passionate about self-expression and empowerment—a demographic the NWSL has been eager to welcome.
The partnership officially kicks off at the 2025 Challenge Cup in Orlando. Beyond that, the season will feature more Unwell activations at key matches, along with Cooper’s personal appearances. “I am SO excited for everything we have in store for you this season,” she told supporters. “It’s just the beginning.”
At a time when women’s sports are claiming a bigger space in the mainstream, Alex Cooper’s leap from podcast superstar to league sponsor feels like a confident stride forward. Whether you love her unfiltered persona or question her reach, one thing is certain: she’s ready to bring new energy to the pitch, fueled by a brand that aims to hydrate both body and spirit.
