Sports Partnership Of The Year
New York Liberty and XBOX for Barclays Center Replica Metaverse Court
The New York Liberty and Xbox partnership aimed at creating unique activations focused on women’s equality and Gen-Z fan engagement. The collaboration created a first-of-its-kind activation in the WNBA, a Roblox-inspired secondary basketball court that existed both at Barclays Center and within the Roblox universe. The activation targeted two completely different markets: Liberty/WNBA fans and Roblox gamers, ultimately leading to significant crossover between the two audiences. The Xbox-Liberty partnership continued to build on Xbox’s global “Power Her Dreams” campaign, which is committed to amplifying girls and women in both sports and gaming. The first objective was to integrate local youth into the partnership through the launch of “Jnr. Ballers,” while the second objective was to help “even the playing field” for the women of the Liberty. Finally, the Liberty engaged with a new, Gen-Z audience through Roblox, which traditionally does not attend WNBA games. The timeline for the partnership was impressive, with both the physical and metaverse courts being created within only three months.