09-04-2025
WNBA's Golden State Valkyries and Sephora Announce Multiyear Partnership Debuting With New Performance Center
The Golden State Valkyries announced a new partnership with Sephora, expanding the WNBA's cultural reach and broadening the multinational beauty retailer's relevance beyond makeup, skin care and hair care. The multiyear partnership kicks off with the name of the Sephora Performance Center in Oakland, Calif.
The performance center will feature Sephora-branded elements throughout its spaces, including three professional-grade basketball courts, a locker room, strength and conditioning areas, recovery zones, and a player lounge. The Golden State Valkyries new collaborative relationship will also feature Sephora as the presenting partner for the Valkyries Content Day and Training Camp.
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'Partnering with Sephora is a natural fit for the Valkyries. They are not just a beauty leader, but a company with deep Bay Area roots like us,' said Jess Smith, Golden State Valkyries president.
'From our state-of-the-art Sephora Performance Center in Oakland to the unique content we'll create, this partnership brings tangible benefits to our players while giving fans unprecedented access to the team during our inaugural season. Having Sephora's support as a founding partner is a significant milestone for women's sports and the Valkyries.'
Sephora's presence will also be featured throughout the Chase Center near San Francisco. Among the in-arena placements, a Sephora kiosk will prominently feature in offering a curated selection of beauty product offerings available for purchase.
'We are thrilled to be a founding partner of the Golden State Valkyries and support a team that is committed to women's empowerment, self-expression and excellence,' said Zena Arnold, chief marketing officer at Sephora U.S.
'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. We look forward to celebrating the synergy between sports and beauty and continuing to champion our shared values throughout the Valkyries inaugural season and in the years to come.'
Sephora's partnership with the WNBA team comes on the heels of the retailer's role in the Netflix original series 'Running Point.' In the series, Sephora becomes a sponsor for the fictional Los Angeles Waves basketball team, of which Kate Hudson's character becomes the president.
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