Bumble Scores Big with WNBA & NY Liberty Partnership
The Challenge
As the only dating app that centers women, giving them autonomy to make moves, it was only a matter of time before Bumble got into the women’s sports game. The challenge? Creating a buzzworthy pathway into the space to build positive brand association and drive product usage.
The Work
Alignment between Bumble and women’s sports was clear as women have always been the ones to change the game. Next, it was about making Bumble the partner that helps women make the first move in women’s sports.
The first strategic move was landing the opportunity for a landmark multi-year partnership as the WNBA’s first official dating app partner, which was announced at All-Star Weekend with Bumble’s presenting sponsorship of the Orange Carpet and a high-impact, fan-engaging presence at WNBA Live.
To create national and local market relationships, Bumble then partnered with the NY Liberty, making Bumble their official dating app and presenting sponsor of Round 2 of the playoffs, which was announced by none other than Ellie the Elephant in an instantly viral video.
The Results
In the first month, Bumble’s WNBA partnerships drove 1B+ media impressions and significantly increased brand visibility and engagement, setting the stage for long-term growth and leadership in women’s sports.