Sephora has entered a multi-year partnership with the WNBA’s Golden State Valkyries, the league’s newest team, that include naming rights to the team’s performance center in Oakland, Calif. In the digital realm, Sephora will offer behind-the-scenes access through the Valkyries’ digital and social media channels, including a dedicated season-long content series spotlighting the players on game days throughout their inaugural season.
“We are thrilled to support a team that is committed to women’s empowerment, self-expression and excellence,” said Zena Arnold, Chief Marketing Officer at Sephora U.S. in a statement. “Joining forces in our shared Bay Area home underscores the strong alignment between our brands, and we are proud to see Sephora represented in both a physical space and with an organization where confidence and performance thrive.”
The 31,800-square-foot Sephora Performance Center will feature Sephora-branded elements throughout its spaces, including the three professional-grade basketball courts, locker room, strength and conditioning areas, recovery zones and a player lounge. Sephora’s branding will also be visible on the team’s practice jerseys.
In the Chase Center, where the Valkyries will be playing their home games, strategic in-arena placements of Sephora-branded elements will including a Sephora Kiosk, offering a curated selection of beauty product offerings available for purchase, as well as a branded Sephora Sounds DJ booth spotlighting the retailer’s music collective, which supports underrepresented emerging artists.
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Sephora joins the growing list of Valkyries founding partners, which include JPMorgan Chase, Kaiser Permanente and CarMax.
