Cast your mind back to this past October, when the New York Liberty faced off against the Minnesota Lynx in the WNBA Finals. The best-of-five series was taken all the way to game five, which then came down to the final seconds of play before the NY Liberty emerged victorious. The gripping series capped off a ground-breaking season for the WNBA, in a manner aptly reflective of the growth of the league and women’s sports at large. The WNBA has long been leading the charge in the professional women’s sports space, and the strides made by its teams’ branding are no exception.
Credit: New York Liberty, photo by Brandon Todd
While some teams in other women’s professional sports leagues are upping their branding games as well—with clubs like the Angel City FC and the San Diego Wave setting the bar in the NWSL— there is still ample room for growth (and investment) across the industry.
The newly launched Professional Women’s Hockey League, for example, unveiled its six inaugural franchises last September, each of whom has puzzlingly rudimentary logos and even worse wordmarks all in drastic need of some TLC.
And lest we forget the shambolic brand rollout of BOS Nation FC of the NWSL. TooManyBalls.com might be gone, but it will live on in infamy forever.
The WNBA continues to set and elevate the standard for women’s sports branding in the US, with franchises like the NY Liberty leading the charge. After diving headfirst into the mania surrounding the NY Liberty’s mascot, Ellie the Elephant, this past WNBA season, I had the pleasure of speaking directly with the Liberty’s chief brand officer, Shana Stephenson, about the brilliance of Ellie.
Credit: New York Liberty
Since then, I’ve continued thinking about the state of branding in women’s sports, and the nuances of branding professional women’s sports teams versus their male counterparts, and once again sought out Stephenson for her expert insights. I also reached out to sports branding professional and graphic designer Britt Davis for commentary, who has worked with the likes of the WNBA, NBA, NFL, MLS, MLB, New Balance, ESPN, and collegiate teams through LCKR ROOM and B.CRTV Brands.
Stephenson and Davis’s thoughtful responses to my questions are below, lightly edited for clarity and length.
Credit: New York Liberty, photo by Brandon Todd
How important is the branding of a women’s sports team to their ultimate success on the court or field? One might think that only the players and their performance matter, but can you elaborate on how a franchise’s total package affects how a team plays?
SS: It’s essential to create a strong brand identity and an impactful platform to generate visibility, build a strong fan base, and connect with your players. Not only will you see the best basketball at New York Liberty games, but we are incredibly deliberate in ensuring fans will see the best fan experience as well.
Credit: New York Liberty, photo by Brandon Todd
The New York Liberty has been intentional in how we cultivate our fan base, and simultaneously bringing our brand identity to life through the in-arena atmosphere and experience at Barclays Center. We’ve designed our home venue to be an immersive, cultural experience, and our fans take it a step further by bringing the energy game after game, helping motivate, hype up, and create excitement for the players.
It’s no coincidence the Liberty just won our first WNBA championship in franchise history— this was always part of our long-term vision.
Credit: New York Liberty
We’ve elevated our mascot, Ellie the Elephant, in unimaginable ways, hosted A-List celebrities and influencers from all different industries to sit courtside and perform at our games, and now we’re seeing an increase in media presence, fans, and attendance. We’re seeing everything come together so serendipitously, and it’s no coincidence that the Liberty just won our first WNBA championship in franchise history— this was always part of our long-term vision.
Credit: New York Liberty, photos by Brandon Todd
Credit: New York Liberty, photo by Brandon Todd
BD: Branding plays a pivotal role in shaping the overall experience, not just for the players, but for the fans as well. It’s the spark that fuels excitement, energy, and emotion, creating a dynamic atmosphere that resonates with both sides. This connection sets the tone for unforgettable moments that forge lasting bonds between fans and teams— bonds that solidify loyalty and passion.
For me, these moments are the heartbeat of creative assets, from taglines to merchandise, inspiring everything fans wear and share to proudly express their unwavering support.
Credit: Britt Davis
How do you see branding for a women’s sports franchise different from branding for a men’s franchise? What aspects are the same?
SS: The WNBA and many professional women’s sports teams and leagues are newer to the industry, leaving room to push creative boundaries and build something truly unique and authentic to the market. That growth opportunity can allow women’s sports teams to capture attention in uncrowded spaces and help brands meaningfully engage with some of the most diverse and loyal fans in sports.
One way the Liberty has pushed a creative boundary is through the team’s Xbox partnership. We created a custom gaming-inspired basketball court to celebrate the launch of one of the year’s most-anticipated video games. Our mascot Ellie is another example of how our team has pushed creative boundaries, with our fresh take on this part of a team’s branding, we’ve not only helped attract new audiences, but we’ve also created opportunities for new brand partnerships with Nike, Bumble, Lyft, and others.
WNBA players understand their role in growing the game, so they’re more accessible. They also speak out about women being undervalued and underrepresented in society overall and understand the value of using their platform to be vocal about social issues.
An aspect of branding that is the same for both women’s and men’s sports franchises is highlighting the elite athletes who are the heart of our team and the face of our league. This is something we are incredibly intentional about so that our players get the name recognition they have earned and deserve.
I’d also add that WNBA players understand their role in growing the game, so they’re more accessible. They also speak out about women being undervalued and underrepresented in society overall and understand the value of using their platform to be vocal about social issues.
BD: Having worked on both men’s and women’s sports projects, I approach them with the same level of intention and research-driven creativity. The process is fundamentally the same— understanding the team’s vision and goals and crafting a brand that speaks to the heart of the sport.
That said, during the exploration phase, teams might highlight specific visuals or tones they want to emphasize or avoid in order to keep the focus on the game itself. I respect this direction, but I also believe there are unique ways to celebrate and elevate women’s sports beyond just the brand identity. From compelling storytelling to amplifying fan voices, there are countless ways to showcase what makes women’s sports so meaningful. As a woman working in the sports design space, I can’t help but feel an extra sense of excitement when I see the branding of women’s franchises making its way into the spotlight on my timeline.
There are unique ways to celebrate and elevate women’s sports beyond just the brand identity. From compelling storytelling to amplifying fan voices, there are countless ways to showcase what makes women’s sports so meaningful.
Which women’s sports franchises stand out to you for their successful branding? What elements of their branding set them apart and have fueled their rise to the top?
BD: This is a tough one! The teams that truly stand out to me are the ones that deeply integrate into local culture, creating a genuine connection with their communities. Teams that tap into the nostalgia of a rich legacy and long-standing presence also leave a lasting impression. In terms of digital content and blending lifestyle-driven elements like retail, I’ve really enjoyed what teams like the Las Vegas Aces, NY Liberty, and Atlanta Dream have done. Their city-inspired branding and mascots have made them fun to follow over the past few seasons.
I also have to give a shoutout to Team USA Women’s Soccer and Basketball— these athletes bring such incredible energy and personality, and the content surrounding them is both entertaining and empowering.
What strides have been made in women’s sports in general, and women’s sports branding specifically, since you’ve been involved in the industry? In what ways is there still room for growth?
SS: We’re in the midst of an explosion of popularity for women’s sports, which has opened new avenues of growth in the industry. In 2024, experts predicted that for the first time, women’s elite sports—like the WNBA—would generate over $1 billion in revenue, which would be a 300% increase from just three years ago in 2021.
Credit: New York Liberty
In the WNBA specifically, the Liberty’s successful 2024 championship run was part of a WNBA playoffs which saw a 142% increase in viewership compared to 2023. And Game 5 of the WNBA Finals, when the Liberty won their first-ever championship, was the most-viewed WNBA Finals game in 25 years, with ESPN broadcast viewership peaking at 3.3 million.
A key business focus for our team over the past few years has been to increase brand visibility through broadcast viewership and unique brand partnerships. This year, the Liberty signed a broadcast deal with FOX5 in New York, bringing Liberty games to 7.5 million households across the Tri-State area, and we also launched our first direct-to-consumer streaming platform, Liberty Live, further increasing accessibility by bringing games directly to our fans.
Credit: New York Liberty, photo by Brandon Todd
A unique advantage of being a women-led franchise is that we are able to create new sponsorship categories and opportunities. We’ve collaborated with notable brands—many of which are new to sports and/or new to the WNBA—spanning fashion, beauty, health, and everything in between. In every partnership, we prioritize working with brands that share our core values, commitment to player benefit, and the larger narrative we are pursuing as an organization. Off-White, Hero Cosmetics, NYX Cosmetics, and RMA Network are just a few examples of some of our recent, successful partnerships.
Credit: New York Liberty, photo by Alli Rusco
Our strategic approach is working. The Liberty has continued to break barriers and set new records—from viewership, attendance, merchandise sales, social media engagement and more—numbers are up across all areas of the business, but there’s more to be done. We must continue the momentum and build on the foundation we’ve created in order to achieve long-term, lasting success for women’s sports overall.
Numbers are up across all areas of the business, but there’s more to be done.
BD: In recent years, it’s been exciting to see the growing coverage and visibility of women’s sports. This increased attention not only sparks greater interest in the sports themselves but also opens up more opportunities for creativity within the space. With more eyes on their teams, we’ve seen a wave of intentional outreach to creatives—especially women-owned agencies and independent creators—to help shape brand identities and retail collections. There’s also been a push to develop community programs that introduce young girls to sports, fostering deeper connections and experiences. As the space continues to evolve, I’m excited to see even more innovation around key campaign moments, like schedule releases, and how these moments further strengthen fan engagement.
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