Pinterest has announced a new sponsorship deal with the New York Liberty, marking the platform’s first foray into professional sports partnerships. The collaboration aims to engage fans through exclusive content, in-game experiences, and community outreach initiatives that reflect the energy of New York and its iconic WNBA team. This comes not long after a number of other platforms have set up their own sports sponsorships and dedicated coverage deals, most notably Bluesky and X with the their respective NBA features.
The partnership comes as Pinterest observes a significant uptick in user interest related to the WNBA and the New York Liberty. Searches for terms like “WNBA aesthetic” and “New York Liberty” have surged by 1,295% and 216%, respectively, indicating a growing intersection between sports and lifestyle content on the platform. This trend isn’t exclusive to Pinterest, either – other platforms like Threads have also been seeing a spike in sports engagement.
As part of the collaboration, Pinterest will work with the Liberty on initiatives for National Girls and Women in Sports Day and will contribute to refurbishing basketball backboards at local courts in New York. This move aligns with Pinterest’s broader strategy to diversify its content offerings and tap into the cultural momentum surrounding women’s sports.
The New York Liberty, fresh off a championship win in 2024, have been at the forefront of blending sports with fashion and culture. The team has secured partnerships with brands like Off-White, Fenty Beauty, and Coach, further solidifying its position as a cultural influencer beyond the basketball court. These collaborations have contributed to a 70% growth in partnership revenue and a 152% increase in season ticket memberships, according to the team’s reports.
