WNBA franchise New York Liberty has expanded its commercial portfolio with the addition of Barclays as official banking partner.
The UK-based multinational bank will sponsor the Liberty for the 2024 season with the core asset being a marquee jersey patch sponsorship. The franchise has highlighted the partnership as being one of the largest cash injections in its history.
Barclays has a history of cooperating with the franchise due to holding the naming rights to the Barclays Center, the team’s venue. The bank is also a partner of the Brooklyn Nets, the NBA team with which its WNBA counterpart shares the Barclays Center.
“We are thrilled to welcome Barclays as the Liberty’s official banking partner,” said Keia Clarke, New York Liberty CEO. “This investment is another example of how women’s sports are capturing the hearts and minds of sports fans around the world.
“The commitment of Barclays allows the Liberty to continually grow our business and broaden our impact. Our community is the ultimate beneficiary here, and we look forward to working alongside Barclays to provide young New Yorkers with the opportunities to develop life skills, a shared sense of community, and self-confidence through basketball.”
The partnership marks a continuation of Barclays’ investments into women’s sports. The commercial value of women’s tournaments has risen significantly in recent years in line with increased viewership and stadium attendance.
In its native UK, the bank is the title partner of the Women’s Super League (WSL) – whilst also being the official banking partner of the Premier League – and the Women’s Championship.
Meghan Graper, Co-Head of Debt Capital Markets at Barclays, said: “New York is our home and the center of the financial world, and our sponsorship of the New York Liberty reiterates our pride in powering the people and communities that are the heartbeat of New York.
“In addition, our sponsorship is an evolution of our footprint that for years has been supporting female athletes, youth athletes, and disadvantaged youth and we’re incredibly proud and excited of the value it will bring to the city, to our colleagues, and to our clients.”
