Liberty Mutual Insurance has entered into a multiyear partnership with New York Liberty, the 2024 WNBA champion, which will begin with the 2025 season.
The agreement establishes Liberty Mutual as a jersey sponsor and expands its branding presence throughout Barclays Center, the Liberty’s home arena.
As part of the deal, Liberty Mutual’s logo will appear across the abdomen of all Liberty jerseys. Additional branding will be visible on seatbacks, court-level signage, and in digital content created in collaboration between the two organizations.
The partnership reflects the broader trend of increased corporate investment in women’s professional sports. Both organizations emphasized a shared commitment to supporting the continued growth of the WNBA and increasing visibility for women athletes.
New York Liberty CEO Keia Clarke said long-term investment is key to building sustainable business models in women’s sports and providing athletes with broader opportunities and recognition.
The partnership will also feature digital and in-arena entertainment. The Liberty’s mascot, Ellie the Elephant, will appear alongside 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 the brand’s signature jingle.
Catherine Carlson, executive vice president of Global Partnerships for BSE Global, said the collaboration aims to increase fan engagement while supporting the broader development of the WNBA. Liberty Mutual’s chief marketing officer for US Retail Markets, Jenna Lebel, said the partnership aligns with the team’s growing popularity and the insurer’s values.
The agreement comes as Liberty Mutual continues to advance 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.
Liberty Mutual also announced a brand consolidation plan, stating it will retire the Safeco brand by 2026 and unify its personal lines products under the Liberty Mutual name. The move is intended to streamline operations and strengthen brand recognition across markets.
Tickets for the Liberty’s 2025 season are now on sale, including memberships for new premium seating sections at Barclays Center. Additional ticket options and full season schedules are available on the team’s official website.
