The WNBA is getting a fresh look – a new logo, a new slogan and a new principal partnership with AT&T – to embrace the optimism of the women across the WNBA in building the next generation of fans.
The league teamed up with innovation and design consultancy Sylvain Labs and began with a research phase to learn more about its existing fans and potential new fans.
The project (which included player input) formed the basis of a new long-term WNBA growth strategy, the identification of new marketing opportunities and the brand refresh.
Launched the day after the 2019 women’s college basketball season came to a close and ahead of the State Farm sponsored WNBA draft (on 10 April), the brand refresh includes a new logo design, a new primary black and white colour palette, a type of orange called ‘fire’ and the new logo will not be in a box (as it was previously) but instead stands alone.
Big day in the WNBA. https://t.co/M09jOoFMTL
— Michelle Smith (@macsmith413) April 8, 2019
As well as the new slogan – ‘Make Way. Our Game. Our Way.’ – the refresh is fronted by a new promotional video (debuting on social channels) bringing the league’s new vibe to life.
The spot stars Atlanta’s Imani McGee-Stafford and Renee Montgomery, Chicago’s Stefanie Dolson, Los Angeles’ Essence Carson and Washington’s Natasha Cloud 9and includes a link to the league’s online ticket platform athttp://www.wnba.com/tickets/.
The creative was amplified by the league
Our way
Photos from the “Make Way” video shoot with @imanitrishawn_ @Pr3pE @Da20one @T_Cloud4 @bigmamastef #WNBASlay https://t.co/0LXq0QXZBk
— WNBA (@WNBA) April 8, 2019
Make Way. Our Game. Our Way. The new VIBE of the #WNBA featuring @Pr3pE @bigmamastef @imanitrishawn_ @Da20one and @T_Cloud4 pic.twitter.com/wR4pyXatfX
— WNBA (@WNBA) April 8, 2019
and by its constituent clubs too.
This game is our everything.
Make way. #WNBA | #DoubleDownpic.twitter.com/udFakSzxqb
— Las Vegas Aces (@LVAces) April 8, 2019
But the new logo won’t actually appear on WNBA uniforms, basketballs or the court until 2020.
WNBA COO Christy Hedgpeth said that the league released the logo now (and not prior to the start of next season) as part of its efforts to grow and provide more merchandise for hungry fans.
“You can’t be culturally relevant without having cool stuff to wear,” Hedgpeth said.
“So we’re excited to build on our merchandise and work with our partners to reflect the brand in a lot of cool and exciting ways. The WNBA is reasserting itself as a bold, progressive league that stands for the power of women,” she added.
“This new voice will amplify our mission of empowerment and inspiration and will magnify what makes our league exceptional – the strength, diversity and multi-dimensionality of the women of the W.”
The WNBA’s 23rd season begins on 24 May.
Comment:
The new look and the new partnership approach are part of the WNBA’s strategy to boost their independent presence and to become better known both on and off the court.
“The WNBA is showing the world what basketball is on our terms,” said a league statement.
“With a new look, new voice, and a whole new approach to storytelling, we’re elevating not just the game but also the social and pop culture movements around it. We’re making space for our game, our players and our fans to shine and show the world who we really are – badass ballers and dynamic women who challenge convention and shape culture.”
The league last updated its logo in 2013.
But why change now?
Several of the WNBA’s biggest stars are leading the national and sporting conversation around social change and the league felt that its brand needed to look and feel more culturally relevant.
“Our league for 22 years so far has stood for diversity, inclusion and equality and been one of the very few women’s professional leagues to make it. We really think that we have an opportunity and the potential to be much more culturally relevant than we are,” explained Hedgpeth.
At the same time as the new brand refresh launch, the WNBA also announced a new multi-year partnership with AT&T.
This deal will see the AT&T logo featured on the front of all 12 teams’ jerseys next season – making AT&T the first non-apparel company partner with this promotional feature.
(The AT&T jersey logo will be debuted during the WNBA Draft on 10 April (which will be broadcast on ESPN2).
The company will also be the prime sponsor of WNBA All-Star 2019 and will be featured throughout the WNBA’s properties and broadcasts.
The two parties will also collaborate on programming to support women in sports.
“Whether it’s women in sports, supporting small businesses like those owned by WNBA players, being a leading voice in LGBTQ rights, or giving back to communities in which we operate, we have much in common and many opportunities to empower these incredible athletes and their fans,” said Fiona Carter, CBO at AT&T Communications.
“Together, we can create ways for basketball fans and for AT&T customers to engage in the causes and communities important to the WNBA and to AT&T.”
“The WNBA is deeply committed to empowering and inspiring women,” added Kerry Tatlock, WNBA Senior Vice President of Marketing Partnerships.
“AT&T’s groundbreaking commitment to our game, which is anchored on our shared values of diversity and inclusion, make it the perfect partner for the WNBA at this exciting time.”
Links:
WNBA
https://www.instagram.com/wnba/
https://www.youtube.com/user/WNBA
Sylvain Labs
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