In May 2025, iconic beauty brand COVERGIRL announced its partnership as the official beauty sponsor of the Chicago Sky, the reigning 2021 WNBA champions, marking a “first-of-its-kind” alignment that unites makeup, community, and culture on the basketball hardwood.
This dynamic collaboration goes far beyond logos on uniforms. Throughout the 2025 season, COVERGIRL will take center court at Wintrust Arena with exclusive fan activations: interactive beauty stations, sampling events, and on-site giveaways.
The brand’s embrace of sports follows a strategic push, combatting stale perceptions by engaging deeply with athletes and live audiences, making this partnership a natural revolution.
Stefano Curti, Coty’s Chief Brands Officer for Consumer Beauty, emphasized that both COVERGIRL and the Sky embody strength and self-expression. “We believe beauty is for everyone, everywhere, on the court, in the stands, and in everyday life,” he said, noting that this collaboration celebrates confidence and belonging. Alex Teodosi, the Sky’s VP of Corporate Partnerships, echoed this vision, highlighting how the activation will amplify players’ passion for beauty and elevate community engagement.
COVERGIRL’s integration with the Sky goes deeper: custom social content featuring athletes, community outreach, and even involvement from the team mascot, Skye the Lioness, will spotlight how beauty fuels players’ self-expression both on and off the court. In tandem, a wave of new COVERGIRL face, eye, and lip product launches is set to ignite buzz, and win new fans among sports-loving beauty consumers.
The timing could not be more strategic. According to Vogue Business, the WNBA has become a powerful platform for fashion and beauty brands seeking cultural relevance. With other top brands, including Fenty Beauty and Sephora, already claiming WNBA partnerships, COVERGIRL’s move aligns with a larger “arms race” to invest in women’s sports not just financially, but to build authentic brand experiences.
This partnership signals more than a sponsorship, it reflects a cultural shift: sports and beauty are intertwining to create new narratives around women’s athleticism, power, and style. For COVERGIRL and the Chicago Sky, this is more than a game, it’s a statement.
