Pinterest’s Basketball Partnership Is a Win for the Culture
Pinterest’s groundbreaking deal with the New York Liberty signals a strategic evolution in how platforms and teams meet modern fans where they already live: at the intersection of culture and identity
Haven't subscribed yet? Join our community of sports enthusiasts eager to broaden their understanding of global sports. Whether you're a student, professional, or business owner, our newsletter provides invaluable insights into the sports industry.
Until now, Pinterest has been a haven for wedding planning, recipes, and interior décor. But by officially partnering with the 2024 WNBA Champion New York Liberty, Pinterest has made a bold, intelligent leap into the sports world. This is the platform’s first-ever sports sponsorship, and it’s not just a surface-level deal. It includes exclusive digital content, live experiences, and grassroots community initiatives like court refurbishments. The intent is clear: Pinterest is planting a long-term flag in sports culture.
This is not merely a case of a lifestyle brand jumping on the sports bandwagon. The Pinterest–Liberty alliance is an example of sponsorship that reflects cultural resonance rather than commercial obligation. It’s rooted in shared values like style, self-expression, and empowerment. This isn’t just innovative for women’s sports – it’s revolutionary for sports marketing as a whole. Unlike most deals focused on traditional exposure (logo on jersey, courtside ads), Pinterest is integrating into fan rituals, not just fan spaces.
Searches for “WNBA aesthetic” are up 1,295%, “WNBA tunnel outfits” up 2,035%, and “Sabrina Ionescu pink shoes” up 1,706% on Pinterest. These numbers didn’t just inspire the partnership – they justified it. Pinterest recognised that fans were already creating, curating, and dreaming around this culture. Rather than disrupting that, Pinterest is now enabling it, turning passive engagement into dynamic fandom. That’s sponsorship done right.
Where TikTok fuels short-form highlights and X leads in live commentary, Pinterest carves out a new lane, which is aspirational fandom. It’s where fans go not to react to a game, but to plan what they’ll wear to it, what snacks they’ll serve, or how to decorate their WNBA-themed party. This gives Pinterest a distinct and sticky presence in the sports ecosystem, especially with fans whose engagement is aesthetic, emotional, and expressive.
This isn’t a one-off campaign. With a three-year deal and plans for content series like Away Game Fashion, Pinterest is investing in consistent, meaningful fan experiences. These aren’t just brand activations; they’re community-building efforts designed to drive both platform usage and emotional affinity. Pinterest is betting on loyalty over virality, and that’s a smart play.
Unlike traditional sponsors who talk at fans, Pinterest is joining the conversation fans are already having – about their outfits, game day routines, nail art, and personal expression. This approach is a masterclass in identity-led marketing. And it makes Pinterest not a background player, but a partner in fandom. When fans feel seen and supported, they give back loyalty tenfold.
Today it’s WNBA. Tomorrow? The NFL, Premier League, or F1. Pinterest is laying the foundation to partner with teams and leagues across demographics and geographies. This Liberty partnership gives them the blueprint: identify rising cultural moments, support fandom through lifestyle, and build tools that let fans translate passion into everyday creativity. Expect Pinterest to become a go-to partner for lifestyle-driven sports campaigns in the future.
Pinterest isn’t the only digital platform rewriting the sports sponsorship script. Reddit’s partnership with Serie A, alongside existing deals with the NFL, NBA, and MLB, shows how modern platforms are prioritising authentic, fan-first engagement. Where Pinterest champions inspiration, Reddit thrives on conversation. Both platforms are proving that meeting fans where they already live, through a subreddit or a mood board, is the real key to relevance.
For the team, the platform, and the fans, this partnership works. The Liberty get more ways to engage their community. Pinterest enhances its cultural relevance and diversifies its user base. Fans? They get new spaces to express their love for the game, themselves, and their community. Whether it’s Ellie the Elephant’s Pinterest page or a young fan finding outfit inspiration before tip-off, this is what meaningful brand integration should look like.
I believe this deal wasn’t built on assumptions, but rather on search behaviour. The spikes in interest around Liberty players, outfits, and aesthetics were Pinterest’s green light to move forward. As sports move into more fragmented, personalised media ecosystems, first-party data will be essential. Platforms that know what fans want because fans are already telling them will have the edge in creating lasting, relevant sponsorships.
Some housekeeping stuff
If you can’t find the newsletter, check your Spam folder or Promotions tab, and move this email to your primary inbox. Make sure to mark this email address as ‘not spam’.
Today’s recommended podcast…
In this episode of Unofficial Partner, Norwegian football icon Jan Åge Fjortoft and his son Marcus Fjortoft, join the conversation as they bring their unique perspective on German football through their YouTube platform, The Fussball Channel.
The father-son duo dive into the comparisons between the Bundesliga and the Premier League, unpacking both the popular myths and the hard truths about each league. The discussion is around key themes such as globalisation in football, competitive balance, fan culture, and an insider’s view of Germany’s famous 50+1 ownership rule.