Aveeno, Coach, Kia and more get in on the rising WNBA hype
With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum.
The game on July 25 at the United Center was the second most-viewed WNBA All-Star ever, and it brought in the largest crowd in the event’s history. But the real kicker was that for the first time, the WNBA All-Star Game drew more fans than the NBA All-Star Game.
As the WNBA’s popularity surges, brands are increasingly investing in sponsorships and activations that tap into a fandom that’s looking to connect with basketball’s rising stars and legends, as well as a growing sports community. During All-Star Weekend, 34 WNBA partners and licensees participated in the WNBA Live fan festival, July 23-25, at McCormick Place, and more brands popped up around the host city.
Let’s explore the top WNBA All-Star touchpoints at the intersection of sports, fashion and culture.
AMERICAN EXPRESS
The American Express Fan Experience at WNBA Live challenged basketball fans to an interactive basketball shooting contest to earn bespoke phone chains and charms inspired by Chicago culture and WNBA fandom. Participants made their way across a WNBA map, shooting baskets at three locations, and they earned extra charms for each successful attempt. Three phone chain designs were available to choose from, as well as eight charms, including a jersey, hot dog, deep-dish slice, Chicago flag and more. WNBA All-Stars also visited the booth.
Photo credit: American Express
AT&T
Title sponsor of the WNBA All-Star Game, AT&T turned Pioneer Court into a brand playground. From July 23-25, fans could step onto the court for free play, customize an All-Star tote bag, snap photos and meet WNBA players. At the “Get Buckets for Small Biz” interactive challenge, fans unlocked basket-driven, fan-powered donations of up to $150,000 for three Chicago small businesses.
AT&T customers received added access, including mystery rewards featuring A’ja Wilson- and Sabrina Ionescu-inspired premiums and enhanced experiences throughout the space. They also had the added bonus of visiting the brand’s Chicago State Street store on July 23 for a WNBA player appearance and ticket giveaways for the game.
Photo credits: Courtesy of AT&T; Jenna Fernandez
AVEENO x TOGETHXR
Aveeno and women’s sports media company TOGETHXR teamed up to boost fans’ confidence with the Aveeno Scent Tunnel Walk at TOGETHXR House. Tied to the launch of the Aveeno Daily Moisturizing Sensitive Skin Scents collection, the sensory activation produced personalized tunnel videos for attendees and offered product samples. WNBA player Cameron Brink, Olympic gymnast Jordan Chiles and sports analyst Chiney Ogwumike stopped by to take part in the Tunnel Walk.
Photo credits: Aveeno and TOGETHXR
CHASE FREEDOM
On July 24, Chase Freedom pulled up to Complex Market at CineCity Studios with Cashback Courts, a free fan experience that offered viewings of live podcast recordings, food trucks, a Creator Game, merch drops, prizes and a women-led secondhand market. WNBA stars A’ja Wilson, JuJu Watkins, Lisa Leslie and Candace Parker attended the event.
Photos: Courtesy of Chase
COACH
Coach maxed out its experiential engagement in Chicago with three footprints centered on its “Explore Your Story” campaign. The Coach booth at WNBA Live included shopping, photo moments, and meet-and-greets with players Lauren Betts and Gabriela Jaquez, achieving 20,000 impressions.
Over at Navy Pier from July 24-25, the “Coach Tabby Tour: Explore Your Story Edition” activation invited consumers into a curated Book Nook, where they could donate a book or discover a new one written about or by female athletes. A collaborative Story Wall art installation featured prompts about personal journeys and self-reflection.
The activation was anchored by the Tabby Truck, a larger-than-life recreation of Coach’s Tabby bag, where more than 2,200 personalized leather bookmarks were hand-stamped and distributed by brand ambassadors. WNBA players and content creators made appearances and handed out free purses to lucky attendees.
Nearby at Offshore Rooftop, the brand hosted a “Coach Story Session” on July 24. Three hundred invited participants listened in on a conversation between WNBA legend Lisa Leslie and rookie Azzi Fudd, winner of the WNBA 3-Point Contest. Moderated by Jordan Chiles, the discussion explored confidence, identity and the power of sharing one’s story. (Agency: Activate)
Photo credits: KurtzMedia; The Workmans
GOOGLE PIXEL
“Hoop Dreams” came true at Google Pixel’s WNBA Live galaxy-themed activation. The cosmic space featured giant floating basketballs designed to look like planets; a Dream Tunnel with flashing lights, roaring crowd audio and a loudspeaker voiceover; an Imagination Station for photos taken with the Pixel’s camera and Nano Banana styling; a Dream Chaser interactive digital hunt; and The Rising Hoop, a 30-second shooting challenge.
Chicago Sky’s Kamilla Cardoso met fans, and A’ja Wilson spoke on her basketball career in a fireside chat. Participants came away with a branded clear tote and a custom “Dreamies” cereal box. (Agency: M Booth)
Photo credit: Google
KIA x REDDIT
Kia and Reddit hosted the first-ever “Ask Me Anything” session from a claw machine on July 24 and brought on Chiney Ogwumike to answer questions asked by fans on r/WNBA. At the brand’s WNBA Live Night Market footprint, the former WNBA player pulled mini balls from the claw machine and cracked them open to reveal a paper with a real Reddit question. After each response, Ogwumike shot the ball at a mini basketball hoop, and every basket made increased Kia’s donation to One Warm Coat, totaling $20,000. (Agency: Innocean USA)
Image: Courtesy of Kia
STATE FARM
In addition to its “The Game is Yours” LED court fan experience at WNBA Live, State Farm sponsored the WNBA 3-Point Contest for the first time and put on the State Farm Celeb 3-Point Contest. Celebrity participants included Keke Palmer, Issa Rae, Maya Higa, Olivia Miles, Allie Clifton and, of course, Jake from State Farm.
Photo credits: State Farm; Jeff Haynes/NBAE via Getty Images
