The GIST: After announcing a buzzworthy WNBA partnership in July, Bumble confirmed a new partnership with the NY Liberty as the team’s first official dating app partner that includes contests, events, and social media activations. A classic New York meet cute.
The details: Since the Liberty have already punched its ticket to the postseason, Bumble will serve as the presenting sponsor for one of the team’s home games during the first round. The sponsorship also includes in-arena activations at Barclays Center and a mixer where Liberty fans can flirt over their fandom.
The why: According to a recent Bumble survey, nearly 31% of single Americans said a shared love of watching or playing sports is essential when dating. And for NYC singles, sports is the top interest badge on Bumble profiles, with basketball ranking high among users of all genders. Shooters gotta shoot.
The future: As one of the W’s highest-valued franchises and New York’s most dominant basketball team at the moment (sorry, NBA), the Liberty are uniquely poised for team-specific partnerships. Plus, lifestyle brands like Bumble seem particularly keen on tapping into the NYC market, so expect to see more deals like this in the future. Taking a bite of the (Big) apple.
Sign up for The GIST and receive the latest women's sports business news straight to your inbox three times a week