NEW YORK, May 7, 2018 – The WNBA announced today that Sylvain Labs, an innovation and brand design consultancy, will work closely with the league to develop a long-term growth strategy and identify new marketing opportunities.
The partnership with Sylvain Labs entails a complete review of every aspect of the league to learn more about its fans and how best to engage them. The WNBA tips off its 22nd season on Friday, May 18.
“Our research makes clear that fans are interested in establishing a deeper connection with our players and teams and experiencing the game in every way imaginable,” said WNBA President Lisa Borders. “We are delighted to work with Sylvain Labs to help us meet these objectives and continue the WNBA’s growth for our 22nd season and beyond, with an increased emphasis on engaging a young female audience through rich storytelling.”
Sylvain Labs has helped a variety of leading companies, including Google, Nike, Pepsico and Samsung, reimagine their brands and products and generate revenue.
“Working with the WNBA is an ideal assignment at an ideal time: The game is at its best, the players have a new, profound cultural relevance and the leadership is inspired and empowered,” said Sylvain Labs CEO Alain Sylvain. “We look forward to driving further engagement with new and existing fans and finding new, innovative ways to grow the WNBA.”
The WNBA had a landmark 2017 season that showcased the game on several new platforms. Live games streamed on Twitter for the first time and the league partnered with FanDuel for the WNBA’s first official one-day fantasy game. In addition, a full roster of WNBA teams and players appeared in a video game for the first time when NBA LIVE 18 launched in the fall.
Also last year, the WNBA produced its highest regular-season attendance in six years, set a record for merchandise sales and experienced a 15 percent increase in social media reach.