Pinterest has scored an official partnership with the 2024 WNBA Champion New York Liberty, focused on delivering exclusive content, in-game experiences, and community outreach initiatives. 

The collaboration signals the platform’s entry into sports, and could not have come at a better time as Pinterest reported a 10% year-over-year increase in monthly active users, reaching a record 570 million in Q1 2025, exceeding analyst estimates of 563.4 million. 

The platform’s Q1 revenue increased 17% year-over-year on a constant currency basis to $855 million, with shares jumping 8% following the earnings announcement.

“As reigning WNBA champion, the New York Liberty are a cultural force on and off the court. We are proud to be the official inspiration partner of the team,” Sara Pollack, Global Head of Consumer Marketing at Pinterest, said in the company’s announcement.

Pinterest data reveals substantial growth in WNBA-related searches, with “WNBA aesthetic” up 1,295% and “New York Liberty” searches increasing 216%. Fashion-forward athletes are driving significant engagement, as “WNBA tunnel outfits” searches rose 2,035% over the last year.

Liberty players are becoming style influencers on the platform, with searches for “Sabrina Ionescu shoes pink” up 1,706%, “Natasha Cloud” up 554%, and “Breanna Stewart” up 346%.

“Our partnership will focus on inspiring and building community, and we are eager to join forces with Pinterest to provide our fans with new opportunities to explore their passions, find their voice, and engage with the Liberty brand in new ways,” stated Keia Clarke, CEO of the New York Liberty. 

Advertising Growth and Market Position

Agency executives report that while Pinterest currently occupies a relatively small portion of advertisers’ media plans, investment is steadily increasing.

“For those where it is part of the plan, we’ve seen investment levels range from 0.50% to 11% of their budgets over the past year or so,” stated Andrew Richardson, SVP of Advanced Analytics and Measurement at New Engen.

Pinterest CEO Bill Ready attributes the platform’s growth to its increasing appeal to performance-focused advertisers. During the company’s Q1 earnings call, Ready noted, “Some of the most sophisticated performance marketers in the world are spending 5% to 10% of their advertising budgets on Pinterest.”

The Liberty partnership aligns with Pinterest’s strategy of expanding through partnerships rather than acquisitions, similar to its recent collaboration with supply-side platform Magnite.