Sports engagement is a key driver of social media discussion, though you likely wouldn’t presume that sports would play a big role in Pinterest, which is mostly focused on fashion and design-based content.
Yet, as Meta signs new sports partnerships, and X integrates gameday activations, Pinterest is also looking to dip into sports engagement, through a new sponsorship deal with the New York Liberty of the WNBA.
As explained by Pinterest:
“For the first time, Pinterest is stepping into the sports arena as an official partner of 2024 WNBA Champion, New York Liberty. Together, the Liberty and Pinterest will inspire fans and celebrate women’s sports through exclusive content, in-game experiences and community outreach, all reflecting the energy of New York and its iconic team.”
And while it may not be an immediately logical connection, it will help to improve Pinterest’s branding, through on-court signage and expanded display.
Pinterest also notes that broader interest in the Liberty, and the WNBA in general, is rising in the app.
“Searches for ‘WNBA aesthetic’ and ‘New York Liberty’ are up 1,295% and 216%, respectively, while Liberty athletes are also redefining what it means to be professional women athletes, and Pinterest shares that spirit by offering fans a platform to explore their identities and draw inspiration from the team.”
Indeed, Pinterest reports that a range of WNBA-related searches are steadily rising in the app.
Pinterest says that, aside from general branding and sponsorship, it will also be partnering with the Liberty on initiatives for National Girls and Women in Sports Day, while it’ll also be refurbishing basketball backboards at local courts in New York.
It’s an interesting partnership, and an interesting consideration for sports-related marketers, considering the growth of sports-related engagement in the app.
Of course, a lot of that is an extension of the sport, in looking at WNBA-related style as well. But that’s a part of the broader sports as entertainment package, and that could present new opportunities for your marketing efforts.
