Liberty Mutual Insurance has announced a multiyear partnership with the New York Liberty, the reigning 2024 WNBA champions, starting with the 2025 season. The agreement establishes Liberty Mutual as the team’s jersey sponsor and expands its branding presence throughout the Barclays Center, the Liberty’s home arena.
As part of the deal, Liberty Mutual’s logo will be prominently displayed on the abdomen of all Liberty jerseys. Additional branding will be visible on seatbacks, court-level signage, and in digital content created through the collaboration between the two organizations. This partnership reflects the growing trend of increased corporate investment in women’s professional sports.
Both Liberty Mutual and the New York Liberty have emphasized their shared commitment to supporting the continued growth of the WNBA and increasing visibility for women athletes. New York Liberty CEO Keia Clarke highlighted that long-term investment is crucial for building sustainable business models in women’s sports and providing athletes with broader opportunities and recognition.
The partnership will also feature innovative digital and in-arena entertainment. The Liberty’s mascot, Ellie the Elephant, will join Liberty Mutual’s advertising characters, LiMu Emu and Doug, in a joint content series. The campaign includes a promotional video featuring Liberty players and Doug, set to Liberty Mutual’s signature jingle.
Catherine Carlson, Executive Vice President of Global Partnerships for BSE Global, noted that the collaboration aims to enhance fan engagement while supporting the broader development of the WNBA. Jenna Lebel, Liberty Mutual’s Chief Marketing Officer for US Retail Markets, stated that the partnership aligns with the team’s growing popularity and the insurer’s core values.
This agreement comes as Liberty Mutual continues to advance its broader strategic initiatives. In 2024, the company introduced ‘Liberty WorldWise,’ a commercial insurance solution designed for US mid-sized companies with international operations. The product aims to address cross-border risk needs with flexible coverage options. Additionally, Liberty Mutual announced a brand consolidation plan, retiring the Safeco brand by 2026 and unifying its personal lines products under the Liberty Mutual name to streamline operations and strengthen brand recognition across markets.
Tickets for the Liberty’s 2025 season are now available, including memberships for new premium seating sections at Barclays Center. Fans can find additional ticket options and the full season schedule on the team’s official website.
