Spotify and WNBA’s New York Liberty Bring Basketball and Music Together With New Partnership

Spotify and the New York Liberty are teaming up to give music and basketball fans the ultimate game day experience. Today, we’re excited to announce a multi-year partnership that will make Spotify the Official Music Partner of the New York Liberty, our first official team partnership in the United States.

“We know what’s possible at the intersection of music and sport,” said Matthew Luhks, Senior Director, Global Marketing at Spotify. “This partnership is about bringing that energy into the live game experience for the Liberty’s incredible fans. The Liberty are at the center of a culture where music and basketball already go hand in hand, and we’re here to turn that into something fans can feel every game.”

To celebrate the launch of the partnership, and the Liberty’s first game of the season on May 8, Spotify will bring the noise with a block party at the team’s homebase, Barclays Center. Throughout the season, fans can look forward to other Spotify-sponsored events, including several headlined by the team’s iconic mascot, Ellie the Elephant. Throughout the stadium, make sure to keep an eye out for new Spotify-branded elements on signage, digital touchpoints, and even on the court.

Can’t make it to a game? We’ll be sharing personal stories from players about the role music plays in their preparation, competition, and identity, helping bring fans closer to their favorite athletes. The team is also debuting an official Spotify playlist that will be refreshed throughout the season featuring songs produced by the Liberty alongside fan-favorite tracks. Fans can sign up for the Liberty’s Seafoam Central newsletter to get playlist updates and exclusive offers.

“Basketball and music have always been deeply connected, and there is no place where that comes to life more than New York,” said Keia Clarke, CEO of the Liberty. “Music is an essential part of how our players prepare, how our fans connect, and how we bring the game day experience to life at Barclays Center. This partnership with Spotify allows us to tap directly into that energy, creating new ways for our players and fans to express themselves and connect with each other.”

In 2022, Spotify became the Main Partner of the Club and the Official Audio Streaming Partner for football powerhouse FC Barcelona. Now, with this latest partnership with New York Liberty, we’re creating another way to bring fans closer to the artists, and athletes, that they love.

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