Cash App Steps Up While Target Steps Back

While some companies are backing away from their commitments to Black communities, others are stepping up... and we see it. Case in point: Cash App’s groundbreaking new partnership with the WNBA’s Atlanta Dream is exactly the kind of bold, community-centered investment the culture has been calling for.

Cash App has officially signed on as the Dream’s Financial Services Partner and jersey sponsor for the 2025 season, placing their name and mission front and center... literally. Their logo will appear on all three versions of the team’s jersey in both the chest and abdomen positions. But more importantly, this partnership goes beyond the surface. Together, they’re rolling out year-round programming focused on equity, leadership, and economic empowerment for women and girls in Atlanta.

From S.T.E.M. camps and basketball clinics for young girls to direct support for Black-owned businesses in the Dream Collective, this alliance embodies what it looks like to invest in the future of sports, business, and representation. Game-day fans will also experience Cash App perks, discounts, and giveaways, creating a 360-degree model of how brands can align authentically with community values.

Meanwhile, Target finds itself in the hot seat. After months of boycotts and public backlash over its quiet retreat from DEI efforts, CEO Brian Cornell finally broke the silence in a company-wide email. Acknowledging that the lack of communication created "uncertainty," Cornell insisted that the company’s values "have not shifted;" despite the glaring optics. The Black Press, including the National Newspaper Publishers Association (NNPA), led by President Dr. Benjamin Chavis Jr., launched a boycott at the beginning of this year in response to Target’s rollback of its diversity, equity, and inclusion (DEI) commitments. “Black consumers helped build Target into a retail giant,” Chavis stated, making it clear that companies walking back their DEI promises will face public and economic consequences.

Let this be a reminder: silence and performative allyship are no longer tolerated. Real action speaks volumes. Cash App’s collaboration with the Atlanta Dream is a bold example of how to show up for the Culture with intention and impact.

As Women for the Culture continues our exclusive coverage of the Dream’s season, we’ll be there to amplify this momentum... on and off the court.

Cash App is alright with us.