WNBA and New York Liberty momentum has continued to grow, with a jersey patch deal for Barclays the latest milestone.
Barclays has signed a new partnership with the New York Liberty that will see the bank's logo appear on the WNBA team's jersey starting this season.
The WNBA, which is entering its 28th season, has continued to grow as the popularity of women's sports booms.Sabrina Ionescu of the New York Liberty participates in the three-point challenge during the State Farm All-Star Saturday Night at Lucas Oil Stadium in Indianapolis, Indiana, on Feb. 17, 2024.
All three entities are owned by Alibaba co-founder Joe Tsai and his wife Clara, who acquired the Liberty in 2019 fromThe popularity of the Liberty has steadily grown since moving to Brooklyn, aided by an influx of talent on the court such as Sabrina Ionescu and Breanna Stewart. Last season, the Liberty set a new WNBA attendance record with 17,143 fans attending game three of the WNBA Finals., said the team has seen an influx of interest from corporate partners.
For Barclays, the deal with the Liberty expands on its existing presence in women's sports sponsorship. The bank is the title sponsor of the top two levels of women's professional soccer in the U.K., which is, to date, the largest investment by a brand into women's sports in that country.
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