09.27.23
The New York Liberty have their first partnership with a cosmetics company.
NYX Professional Makeup has inked a deal with the all-girls professional basketball team to expand its presence to a new audience and connect authentically with its fanbase. The partnership also marks the cosmetics brand’s first partnership with a sports team.
"We are proud to partner with the New York Liberty, a marquee franchise of the WNBA, to bring greater visibility to women's sports,” said Yasmin Dastmalchi, general manager at NYX Professional Makeup. “Our shared commitment to our communities is to foster a culture of empowerment and self-expression and engage with NYX Professional Makeup and the NY Liberty fans on and off the court. With the NY Liberty entering the playoffs, on their quest for their first ever WNBA Championship, we celebrate this moment for our entire NYX community to cheer on this amazing team."
Reaching A Unique Fanbase
NYX Professional Makeup says its goal is to provide accessible, pro-level makeup to all to empower self-expression. NYX Professional Makeup says it sees this partnership as an exciting opportunity to reach a new fanbase made up of more unique individuals.
NYX Professional Makeup champions diversity and believes that self-expression is the key to unlocking beauty for all. Athletes, the believe, empower the world with their uplifting stories and powerful plays, along with demonstrating to others how to be inclusive and expressive.
As a part of the partnership, which will run through the playoffs and beyond, NYX Professional Makeup will be surprising fans with New York Liberty x NYX Professional Makeup glam kits. As a brand, NYX Professional Makeup will continue to shine light on women’s sports and female-led initiatives.