By Jonathan Baker, with Insights from Angela Mertz, EGC’s VP of Integrated Media Many New Yorkers are celebrating this week’s victory of the New York Knicks and their entering the NBA Finals. ‘Basketball fever’ is on! With that in mind, EGC Group discusses another division of basketball, and the potential marketing opportunities. Win-Wins for Sports and Branding Partnerships This may be a record year where partnerships between sports and branding are concerned. Excitement over select competitions was accompanied by high-profile marketing campaigns. Football’s ‘Big Game’ was broadcast in February, followed by basketball’s March Madness. And, with the recent win by the Knicks, passion for basketball continues with the growing popularity of the Women’s National Basketball Association (WNBA). How popular is the WNBA? The WNBA: Beyond Popular Although having been in operation for 30 years, this is a significant year for the WNBA. The season opener between the Dallas Wings and the Indiana Fever on May 9th turned out to be the second most-watched regular season game of all time. As theorized in EMARKETER, this enthusiasm is an example of the ‘Caitlin Clark Effect’ in action. Indeed, this collegiate player’s winning seasons with University of Iowa set records that eventually escalated the presence of the WNBA, which is now a major focus in sports, not to mention the increasing number of brands wishing to partner with this organization. Brands are Lining Up A recent EMARKETER article applied the words ‘rush’ and ‘racing’ to brands seeking to capitalize on WNBA popularity. The reason? The WNBA embodies the positive ideals of empowerment and progress. There is nothing ‘performative’ about this organization that requires a hard sell. Its fan base is already tuned in to the authenticity of the WNBA and brands indeed ‘racing’ to connect with this organization, and by extension, its fan base. Consider this case in point between one team and a partnering brand. Pinterest Scores Points with New York Liberty New York Liberty, based in Brooklyn, NY, is a team that competes as a member of the Eastern Conference in the WNBA. This year, the team is partnering with image-centric social media staple, Pinterest. Together, they will promote and celebrate ‘Ellie the Elephant,’ team mascot of New York Liberty, in a series of paid social and digital out-of-home (OOH) ads throughout the state. Additionally, a partnership has been forged with Breanna (‘Stewie’) Stewart, who, in addition to being a star team member of New York Liberty, also has a prominent presence on Pinterest. These combinations will (no, are) making impact. Fans and Followers Make Their Presences Known on Pinterest Beyond simply watching a basketball game, fans are showing support through a variety of ways to engage on the platform. The searches for ‘WNBA game outfit’ on Pinterest, for example, have increased significantly over the last year. Fandom is truly alive. What should brands keep in mind? More Than a Game Sara Pollack, vice president and global head of consumer marketing at Pinterest, observed that the scale, visibility, and relevance of the WNBA has magnified. Reinforcing the observations above about empowerment and progress, she states that brands looking to partner with this organization must be aligned with fans’ appreciation of its authenticity. Angela Mertz, VP of Integrated Media at EGC, provides additional insights into what the WNBA is all about and the approach brands should take in pursuing partnerships: From a media buying perspective, the WNBA is less about chasing scale and more about tapping into a highly engaged, attentive audience. While overall reach may be smaller than some larger leagues, the level of interest and cultural relevance often leads to stronger impact across brand lift, search activity, and social engagement. The real opportunity comes down to how brands show up. Prioritizing premium game environments, meaningful partnerships, and thoughtful amplification across channels tends to outperform standard rotation buys. The recent work with the New York Liberty is a great example of how this kind of approach can deliver real results. In Closing The takeaway is clear: In a time where consumers are quick to reject performative marketing, platforms like the WNBA offer something much rarer: Authentic cultural alignment. Brands that recognize this aren’t just sponsoring sports; they’re placing themselves in movements that already resonate. Find out how EGC can help your brand express its most authentic presence. Contact us today.
