Sophie Cunningham, a guard for the Indiana Fever, has not only captivated audiences with her court performances but also with her rapid rise as a marketing powerhouse in 2025.
Cunningham’s endorsement deals include sportswear and home security, but now she’s hinting her dream sponsor will be a chewing gum brand — specifically, Extra.
Her remark “I’m always chewing Extra, so that would be a nice little endorsement…” lays the foundation for her continued influence as a multi-platform personality and branding force in women’s sports.
Sophie Cunningham & the Chewing Gum Market Are a Natural Fit
The casual mention of Extra gum by Sophie Cunningham is a strategic alignment of personal authenticity with potential commercial opportunity. Sophie’s statement ties her everyday habits to a brand that is known for its long-lasting flavor and active lifestyle messaging in an era when authenticity is a key factor in consumer trust.
“We always have it around,” she said, talking about her team.“A lot of us chew it.”
Brands should consider the culture in the locker room, not just Cunningham. The gum and mints category has a massive global reach, and aligning with an athlete like Cunningham, who has a personality that is both tough and approachable, could modernize its marketing appeal. With her perseverance, relatability, and unfiltered charisma, she speaks directly to younger, socially savvy audiences.
The Ring Campaign’s Blueprint for Endorsement Success
Sophie Cunningham’s partnership with Ring, an Amazon-owned home security company, was a brilliant brand play in 2025. The campaign succeeded with a clever double entendre.
“On the court, I protect my team. At home, Ring protects me.”
The endorsement came after a highly publicized on-court altercation that made her a fan favorite for her defensive grit and boosted her social media presence exponentially.
Sophie Cunningham’s appeal lies in her readiness to fight back with anyone, whether in court or a brand campaign, and it’s working. Her ring deal generated millions of impressions across Instagram, TikTok, and Twitter/X.
Her uniqueness lies in this kind of resonance. She’s more than just an advertisement — she’s becoming the message.
A Brand Strategy That Includes Hardwood & Broadcasting Booths
Cunningham’s brand growth isn’t limited to endorsements alone. Her strategy is to create a multi-stream income model, which includes a growing side career in sports broadcasting. Her media presence increases her visibility beyond the WNBA season, making her an even more appealing prospect for brands seeking year-round exposure.
Sophie Cunningham is demonstrating her ability to adapt to diverse industries while maintaining an authentic voice through partnerships with Adidas, Quest Nutrition, and a fast-food roast beef chain. Her net worth has reached an estimated $1.5 million, which is remarkable given her relatively short professional tenure.
Is There a Future for Wrestling? Cunningham’s Potential Relationship With WWE/AEW
Jeanie Buss, who is a minority owner of the Lakers and co-owner of WOW (Women of Wrestling), invited Sophie to explore the world of professional wrestling in a fascinating crossover moment. Sophie reflected on the possibility of entering the ring as a result of this.
“Man, I have no idea! I thought that tweet was pretty funny. I don’t know what will come of it,” said Cunningham.
“I’m still really focused on basketball, but it is kind of cool. I’ve been a lifelong WWE fan since I was little, so it’s definitely something that would be fun to get into.”
Despite the increasing popularity of cross-sport appeal—such as Logan Paul in WWE or Shaq in AEW—Sophie is a compelling link between women’s sports and entertainment wrestling. What are her dream matchups? Her persona would fit perfectly into WWE or AEW’s increasingly diverse and athletic rosters, even though she hasn’t outlined specifics. Tag-team potential? A pair with bold personalities like Becky Lynch or Bianca Belair, two superstars whose charisma matches Cunningham’s fire, would be a possibility.
What Will Happen Next for Sophie Cunningham in the Brand Expansion Blueprint?
Sophie Cunningham is more than just a basketball player; she is also a living brand ambassador, and companies are excited to have her on their roster. Her influence is potent, her genuineness is evident, and she is not hesitant to voice her thoughts. By being open, she has been able to connect with fans in a way that feels natural, not forced. To capitalize on her momentum, it would be wise to use chewing gum brands like Extra, Orbit, or 5 Gum in the future.
Gen Z and sports fans alike may find gum’s market appeal reinvigorated with Sophie Cunningham’s endorsement, as health-conscious consumers seek products that match their lifestyles. She could also launch personal care products, sports recovery tools, or energy beverages, leveraging her athletic identity for brands targeting active consumers. Her ever-increasing presence throughout media, endorsements, and now possibly entertainment wrestling is creating a robust brand ecosystem with unrestricted growth potential.
Sophie’s success can be attributed to several crucial factors:
- Whether it’s her chewing gum habits or court disputes, she remains authentic.
- She is a consistent presence in games, commercials, interviews, and podcasts.
- Fans recognize themselves in her, even as she increases her visibility.
- Comfortable in sneakers, heels, or possibly wrestling boots.
Sophie Cunningham, both an athlete and marketer, is setting a new standard for personal branding in the WNBA. She is creating an account that is compelling, multidimensional, and commercially irresistible.
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