Pinterest steps into the sports world with a WNBA partnership, joining a growing trend of social platforms aligning with live sport.
Pinterest is not the first name that comes to mind when thinking of sports sponsorships.
For years, it has been a go-to platform for outfit planning, home renovation ideas and recipes. But as the lines between sport, lifestyle and culture continue to blur, even visual discovery apps are getting in on the game (pardon the pun).
On May 29, the platform announced its first sports sponsorship, partnering with the New York Liberty, winners of the 2024 WNBA Championship.
The partnership marks Pinterest’s entry into a space where other social media companies are already active. While Meta is expanding fan experiences and X (formerly Twitter) continues to host live sports discussions, Pinterest is focusing on the lifestyle and cultural influence of sport – particularly women’s sport.
The sponsorship deal between Pinterest and the New York Liberty will feature on-court signage, exclusive digital content and community outreach campaigns. According to Pinterest, the aim is to inspire fans through content linked to the team’s style, stories and the broader culture around women’s basketball.
“As reigning WNBA champion, the New York Liberty are a cultural force on and off the court. We are proud to be the official inspiration partner of the team,” said Sara Pollack, Global Head of Consumer Marketing at Pinterest, in the official press release.
The company cited sharp increases in relevant search interest as a factor behind the partnership. Between September and December 2024, global searches on Pinterest for “WNBA aesthetic” rose by 1,295 percent, while searches for “New York Liberty” increased by 216 percent.
Searches related to fashion and player style also surged. For example, “WNBA tunnel outfits” rose by 2,035 percent and “Sabrina Ionescu pink shoes” were up 1,706 percent.
Sport and social media continue to converge
The Pinterest and Liberty deal reflects a wider trend among tech platforms seeking relevance through sport. Meta continues to experiment with immersive sports experiences through VR and AR. X has leaned into gameday conversation and real-time commentary. TikTok and YouTube frequently feature athlete-led content and behind-the-scenes access.
While each platform takes a different approach, the goal is similar: to capture the attention of audiences who engage with sport beyond the match itself. That includes fashion, identity, wellness and fan culture – all areas that align with Pinterest’s existing audience.
A focus on women’s sport and community impact
Pinterest and the New York Liberty will also collaborate on social initiatives. These include promoting National Girls and Women in Sports Day and refurbishing basketball backboards at local courts in New York.
Keia Clarke, CEO of the New York Liberty, welcomed the partnership. “Our partnership will focus on inspiring and building community, and we are eager to join forces with Pinterest to provide our fans with new opportunities to explore their passions, find their voice and engage with the Liberty brand in new ways,” she said.
