• by Tanya Gazdik , Yesterday

Pinterest is inking its first sports marketing deal as an official partner of 2024 WNBA Champion, New York Liberty. 

The goal is to inspire fans and celebrate women’s sports through exclusive content, in-game experiences and community outreach, according to the social media company.

Interest in the New York Liberty and the WNBA is surging on Pinterest with searches for “WNBA aesthetic” and “New York Liberty” up 1,295% and 216%, respectively, according to Pinterest.

“As reigning WNBA champion, the New York Liberty are a cultural force on and off the court. We are proud to be the official inspiration partner of the team,” said Sara Pollack, global head of consumer marketing at Pinterest in a release. “True liberty is the freedom to define yourself on your own terms, and through this partnership, we’ll spark inspiration for fans by showcasing the athletes’ stories, style, and the vibrant culture that surrounds the team—on Pinterest and beyond.”

The partnership will focus on inspiring and building community, Clarke says. 

 New York Liberty’s roster of athletes is made up of trendsetters who captivate fans both on and off the court, notes Pinterest. 

“WNBA tunnel outfits” searches rose by 2,035% over the last year, featuring athletes like Natasha Cloud, Sabrina Ionescu and Brenna Stewart.

The athletes are inspiring game-day outfit ideas and unique WNBA nail art on Pinterest. Even searches for the Liberty’s viral mascot, Ellie the Elephant, have risen 168% on the platform.

Pinterest and the New York Liberty will also jointly promote initiatives such as National Girls and Women in Sports Day and refurbish basketball backboards at local courts in New York.

Other New York Liberty corporate partners include American Express, Amtrak, AT&T, Carmax, Hennessy, Lyft, Michelob Ultra, Nike, Shake Shack, State Farm and Xbox.