The Chicago Sky is set to host an exciting new collaboration featuring WNBA star Angel Reese and the global toy powerhouse Mattel, which is celebrating Barbie’s 65th anniversary.
This partnership will see Mattel taking over Chicago Sky games in August with a range of branded activities, thanks in part to Reese’s involvement. Reese, who became known as the “Bayou Barbie” during her time at LSU, where she won a national championship and numerous accolades, will be a central figure in these promotions.
Her latest partnership with Mattel signifies a major move by the company to solidify Barbie’s presence in popular culture. According to sources, this collaboration aligns with Mattel’s $6.35 billion market value, marking it as a significant event for both the WNBA and the sports marketing industry.
To celebrate Barbie’s 65th anniversary this August, Mattel will roll out various branded game day activities at sporting events across the U.S., with a strong focus on the Chicago Sky games.
This collaboration is one of the most substantial in WNBA history, building on other major partnerships like the 2020 deal with Glossier, the league’s first official beauty partner, and the recent acquisition of Mielle as the league’s official textured hair care partner.
The partnership with Mattel is expected to boost WNBA viewership as the toy giant leverages its marketing prowess. This initiative aims to generate excitement and interest in the WNBA, potentially attracting new fans and enhancing the visibility of the league.
With its strong performance record, the Chicago Sky stands to benefit significantly from this collaboration. The Barbie branding will not only enhance the game-day experience but also align the team with a globally recognized brand known for empowerment, reflecting Barbie’s recent efforts to embrace diversity and inclusivity in its product lines.
