Beauty brand Covergirl is now the official cosmetics sponsor of the Chicago Sky, the 2021 Women's National Basketball Association (WNBA) champions, marking a significant step in its ongoing expansion into the world of sports.
The partnership is said to bring together two organisations focused on empowerment, confidence and self-expression, on and off the court.
It also reflects Covergirl’s strategic push to connect with new audiences by aligning with athletes and athletic communities.
“Covergirl is proud to join forces with the Chicago Sky, a WNBA team that represents strength, resilience and the uplifting spirit of sport,” said Stefano Curti, Coty Chief Brands Officer, Consumer Beauty.
“We believe beauty is for everyone, everywhere – on the court, in the stands, and in everyday life.
“This partnership celebrates the power of showing up with confidence and the easy breezy joy that comes from being part of something bigger.”
The 2025 WNBA season will feature a range of Covergirl-branded activations at Chicago Sky’s home arena, including interactive fan experiences, product samplingand giveaways.
In addition, Covergirl will collaborate with Sky athletes on social media content, offering a behind-the-scenes look at how beauty plays a role in their routines and personal identities.
“The Chicago Sky are thrilled to partner with an iconic brand like Covergirl that aligns so well with our mission to empower women and taps into an important trend within our fast-growing league,” said Alex Teodosi, VP of Corporate Partnerships for the Chicago Sky.
“This exciting partnership will help amplify Sky players’ passion for beauty and self-expression while also celebrating our fans and community.”
The collaboration will also include involvement from the team’s mascot, Skye the Lioness, and community outreach initiatives designed to connect with local fans.
The announcement comes as Covergirl prepares to launch a series of new face, eye and lip products, designed to highlight innovation and accessibility in beauty.
This partnership comes as a host of other beauty brands have launched brand partnerships with WNBA teams.
Last week Fenty Beauty signed its first sports sponsorship deal with WNBA’s New York Liberty.
Hair care brand Mielle, meanwhile, was named as the Women’s National Basketball Association’s (WNBA) first textured hair care partner in 2023
Related content:
Coty tackles restrictive standards in fresh push to change dictionary definition of beauty
Fenty Beauty signs first sports sponsorship deal with WNBA’s New York Liberty
The beauty tenniscore boom being fuelled by athlete-founded brands