Nike, LEGO, E.l.f., and Bumble Lead the Way
Welcome to this edition of the Purposeful Partnerships Report, your weekly source for insights into purpose-driven collaborations in the sports industry. In this issue, we’ll dive into Nike and Lego Group’s exciting new collaboration, E.l.f.'s latest partnership with the Billie Jean King Cup, and Bumble’s continued commitment to women’s sports through their partnership with the New York Liberty. Let’s get started!
Nike and LEGO Team Up to Inspire Creativity, Accessibility, and Play for Kids
Nike and the LEGO Group have announced an exciting multi-year partnership aimed at combining the imaginative power of LEGO with Nike's iconic "Just Do It" spirit. This collaboration, which will officially launch in 2025 and is designed to inspire and empower kids around the world by blending creative play with physical activity.
Empowering the Next Generation Through Play and Sport
Both Nike and the LEGO Group share a longstanding commitment to promoting the importance of play and sport in children's development. This partnership is a natural extension of that mission, aiming to provide kids with new opportunities to explore their creativity, build self-confidence, and stay active. Beginning next year, families can expect a range of co-branded products, engaging content, and immersive experiences that will invite all kids, regardless of their abilities, into a new world of sport and creative play.
Tackling Barriers to Play and Inclusivity
This partnership is especially timely, as recent studies from the LEGO Group have revealed alarming trends in children's access to play. A third of kids globally have less than three hours of playtime per week, and only one in five children are getting the physical activity they need to thrive, according to the World Health Organization. Nike and LEGO are stepping up to address these challenges, focusing on making play and sport more accessible and inclusive for all kids, with a particular emphasis on breaking down barriers for girls.
Looking Ahead
As families and sports fans eagerly await the rollout of the Nike and LEGO products in 2025, the anticipation is palpable. This partnership represents a significant step forward in promoting accessibility and inclusivity in sports and play. Whether through co-branded products, engaging content, or immersive experiences, Nike and LEGO are united in their mission to inspire and empower the next generation.
For more information about this groundbreaking partnership, visit lego.com/nike.
E.l.f. Advances Sports Equity through Billie Jean King Cup Partnership
E.l.f. is making significant strides in promoting equity within the sports world by aligning itself with initiatives that support women's sports. The cosmetics brand has recently announced a partnership with the Billie Jean King Cup by Gainbridge (BJKC), the women’s world cup of tennis, further reinforcing its commitment to empowering women in sports.
Expanding Reach in Women’s Sports
As part of this multi-year global partnership, E.l.f. becomes the exclusive skin and cosmetics partner of the BJKC, the largest annual international team competition in women’s sports. This collaboration also includes co-hosting the inaugural Power of Women’s Sports Summit, where influential figures from sports, business, and entertainment will gather to drive conversations around women's sports on a global stage.
Amplifying Voices with iHeart Women’s Sports Audio Network
E.l.f. is also a founding partner of iHeartMedia’s iHeart Women’s Sports Audio Network, a platform dedicated exclusively to women’s sports. As part of this collaboration, E.l.f. will host a live recording of The Rennae Stubbs Tennis Podcast during the Power of Women’s Sports Summit, further strengthening its connection to the women’s sports community.
Why It Matters
With 84% of sports fans showing interest in women’s sports, yet only 15% of media coverage dedicated to it, there is a significant opportunity for brands like E.l.f. to make an impact. Women’s sports are experiencing remarkable growth, with the sector expected to generate over $1 billion in 2024 alone. E.l.f.'s strategic involvement not only champions female athletes but also positions the brand at the forefront of this rapidly growing industry.
As the BJKC finals approach in Málaga, Spain this November, followed by the Power of Women’s Sports Summit, E.l.f. is well-positioned to continue making a meaningful impact on sports equity.
Bumble Strengthens Commitment to Women’s Sports with New York Liberty Partnership
Bumble, the women-first dating app, is doubling down on its commitment to women’s sports by partnering with the New York Liberty for the remainder of the 2024 WNBA season. As the team’s first official dating app partner, Bumble’s involvement will bring unique opportunities for fans and Bumble members to connect over their shared passion for women’s basketball.
Elevating Women’s Sports and Building Connections
This partnership builds on Bumble’s multi-year investment in women’s sports, with a focus on fostering meaningful connections among fans. As part of the collaboration, Bumble will serve as the presenting sponsor of a New York Liberty home game during the first round of the WNBA Playoffs presented by Google. The game at Barclays Center will feature an exciting in-arena activation, including a singles event where Liberty fans can meet and connect while cheering on their team. Bumble and the Liberty will also debut a new social media content series, offering dating advice and Bumble profile tips from Liberty players and the beloved team mascot, Ellie the Elephant.
Creating Unforgettable Experiences
In addition to the playoff game sponsorship, Bumble is launching a VIP date night experience for basketball fans. Starting August 27, fans can enter for a chance to attend round one of the WNBA Playoffs, with winners receiving travel and accommodations for two, exclusive pre-game hospitality, courtside seats for warm-ups, and a post-game on-court photo opportunity. Bumble will also extend this experience to one lucky winner who will be chosen to attend the WNBA Finals presented by YouTube TV.
Continuing the Momentum
This partnership with the New York Liberty is part of Bumble’s broader strategy to elevate women athletes and promote equality within sports. Earlier this year, Bumble expanded its landmark 50for50 campaign by sponsoring prominent athletes such as four-time All-American and WNBA star Cameron Brink and two-time U.S. Junior National gold medalist Jada Williams.
As Bumble continues to innovate and invest in women’s sports, this partnership with the New York Liberty represents a significant step forward in creating more in-person experiences for fans and fostering deeper connections within the community.
For more information about this groundbreaking partnership, visit Bumble
That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for the next edition, where we will be exploring the newest professional sports team in Ottawa!
