MAYBELLINE NEW YORK, WNBA TEAM UP TO EMPOWER COMMUNITIES

The Women’s National Basketball Association (WNBA) has entered into a significant multi-year partnership with Maybelline New York aimed at enhancing fan engagement in Canada, promoting inclusivity, and celebrating diverse expressions of beauty through basketball.

This collaboration is set to materialise through multiple initiatives, including fan events and community outreach programmes designed to nurture inclusivity and strengthen local connections.

Notably, two basketball courts located in Toronto and Montréal will be refurbished, creating inviting environments conducive to participation from all community members.

This initiative underscores the commitment to accessibility within sports and aims to reach a broad spectrum of audiences.

Commenting on the partnership, Cheryl Sebastian, associate VP of global partnerships at NBA in Canada, “This extraordinary growth is not just a result of the skill and commitment of our players, but also the shared enthusiasm of those advocating for the sport beyond the court.”

“With Maybelline’s backing, we aim to inspire and engage fans on a deeper level, creating an impact that resonates well beyond the game itself,” Sebastian said.

Audrey Fregeau, brand director for Maybelline New York Canada, added: “The partnership between the WNBA and Maybelline marks a significant step towards fostering inclusivity and empowerment.”

“We are eager to engage new audiences and make a lasting impact within communities across Canada, instilling confidence and celebrating the distinct strengths of every person,” she said.

As part of this collaboration, Maybelline will serve as an official marketing partner of the 2025 WNBA Canada Game presented by Tangerine, which will feature the Atlanta Dream and Seattle Storm in the league’s inaugural international regular-season game set for August 15, 2025, in Vancouver, B.C.

The brand also played an associate partner role during the sold-out 2024 WNBA Canada Game, a preseason match-up between the Los Angeles Sparks and Seattle Storm, connecting with fans through themed activations, product promotions, and social media content featuring Canadian WNBA player Kia Nurse and Skylar Diggins-Smith from the Storm.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!