Fashion Meets the Court: How Beauty Brands Are Scoring Big in the WNBA
In this blog, we explore how fashion and beauty brands are leveraging WNBA sponsorships to reach passionate fans, drive engagement, and convert consumers.
What does fashion have to do with basketball? Some might say nothing - others, everything. For sponsorship leaders at brands like Coach, SKIMS, Mielle, Essie, and Fenty Beauty, the WNBA represents more than a game. It’s a powerful opportunity to connect with and convert a passionate fanbase that closely mirrors their target audience.
How do we know? Let’s look at the data and let the story speak for itself.
On average, over 1-in-3 (37%) Americans aged 13-64 engage with the WNBA each year - converting to 78.5+ million consumers. As of H1 2024, engagement levels soared to 46%, the highest ever recorded for the property and a 70% increase since SponsorPulse began tracking in 2019. Of that audience:
30.6 million tune in weekly
20.4 million say they’re excited about the league and its offerings
9.4 million are likely to be influenced by a WNBA sponsorship, reporting both higher purchase consideration and brand favorability
For fashion and beauty sponsors, the opportunity is even stronger when you zoom into category purchasers. Take luxury brands, for example: 1 in 2 American luxury product buyers have engaged with the WNBA in the past year, a 35% lift versus the general population.
The momentum is equally striking for beauty. WNBA fans who purchase make-up/beauty products and luxury goods are considerably more likely to be passionate about the league vs the average fan.
These fans aren’t casual observers; they’re highly passionate about the league, and significantly more motivated to support the brands that sponsor it. Roughly 1 in 5 beauty and luxury purchasers (19–22%) report increased purchase consideration for WNBA sponsors - an 83% lift vs. Gen Pop.
The crossover between women’s basketball and beauty is undeniable. On average, 2 in 5 Americans watch women’s basketball throughout the year. Among beauty product purchasers, that figure climbs to 49%, and among weekly beauty buyers, it rises to an impressive 62%. This shows a clear over-index, proving that beauty enthusiasts are disproportionately likely to be engaged with women’s basketball.
All in all, the data makes a clear case: the WNBA presents a powerful opportunity for fashion and beauty brands to connect with consumers of makeup, beauty products, and luxury goods. With accelerated reach, growing momentum, deep fan passion, and measurable impact, the audience is not only present but eager to engage. The challenge now lies with brands - to move beyond visibility and activate in meaningful ways that create authentic experiences and deliver real value.
Want to learn more about WNBA fans or explore the activations that resonate most? Reach out to book a call or email me at [email protected]
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