Skincare and cosmetics brand Glossier announced it will be the official beauty partner with the USA Basketball Women’s National Team as the team prepares for the 2024 Summer Olympic Games in Paris.
With the announcement, Glossier will gift the 2024 USA Basketball Women’s National Team packages of skincare and makeup products and “will have a presence at the USA Basketball exhibition game in London on July 23,” according to the press release announcement.
The partnership will provide a marketing opportunity for both entities via social media content, out of home advertising and community events throughout the summer.
“It’s an important time for women’s basketball in our country. The USA Basketball-Glossier partnership is further proof of the growth of our sport and interest in our team,” said Women’s National Team director Briana Weiss.
Women’s basketball is more popular than ever, and an Olympics partnership will get the Glossier brand in front of the sport’s growing number of fans, said Brad Jashinsky, director analyst at Gartner.
“As Nike has shown time and time again, connecting your brand with star players in popular sports can help tremendously grow sales and brand connection,” Jashinsky said.
How Glossier can drive results from the Olympics partnership
For Glossier to drive the most value out of this partnership, the brand should have a full content calendar ready to go before, during and after the Olympics across its app, website, social and paid media content. This should include behind-the-scene content as the basketball team gets ready for the Olympic games.
How effective the partnership is will likely depend on if the baseball team medals and if it has many close games, Jashinsky said. “Sponsors can prepare to capitalize on big moments by having content ready to go and monitoring the cultural conversation,” he said.
The USA Women’s National Team has nine gold medals, one silver and one bronze. While the Olympics only last for two weeks, Glossier can drive long-term results from this sponsorship if it focuses its Olympics campaigns on customer acquisition and gathering first-party data, Jashinsky said.
“Using sponsorships to grow email lists, SMS opt-ins, and app downloads ensure that Glossier can continue the conversation with the customer,” he said.
The Olympics basketball partnership with Glossier expands on an announcement from earlier this year. In March, Glossier became the official beauty partner of the Women’s Basketball Association. This included Glossier featuring WNBA players in its marketing materials and it gifted products to players. Glossier received courtside signage at games and placement across the WNBA’s media partners and social channels.
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