The partnership has expanded to include courtside signage, content collaboration, the gifting of products to players and influencer events at games (WNBA).

Makeup and skincare company Glossier and US women’s basketball’s elite WNBA competition have announced an extension of their marketing partnership,

The extension maintains Glossier as an official beauty partner of the WNBA, and will involve activations at tentpole events and WNBA-themed content around players' stories. Glossier will also be featured across the WNBA's media partners, platforms, and social channels.

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Since the partnership began in 2020, Glossier has made content with a number of the league's athletes in national promotions and campaigns, most recently with the Chicago Sky's Izzy Harrison, Minnesota Lynx's Diamond Miller and Natalie Achonwa, Dallas Wings' Stephanie Soares and Washington Mystics' Ariel Atkins in their Stretch Complexion campaign.

Additionally, the partnership has expanded to include courtside signage, content collaboration, the gifting of products to players and influencer events at games.

Kyle Leahy, chief executive of Glossier, has now said: "While we were the league's first beauty partner, we're thrilled to see athletes take up more space in beauty. Glossier and the W share a similar spirit, aiming to disrupt the status quo and fueled by a shared passion for what we believe in: our values. I'm excited about the future of our partnership and continuing to lend our platform to these incredible athletes."

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WNBA commissioner Cathy Engelbert added: “We’re thrilled to extend our partnership with Glossier, which has continued to show a strong commitment to the league and WNBA players.

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“This collaboration between powerful brands demonstrates that visibility and empowerment matter, and that there has never been a better time to support the multidimensional athletes of the WNBA.”

Last week the WNBA also announced a new deal with sports data and technology firm Genius Sports.

Through the deal, Genius’ Second Spectrum 3D optical tracking solution will become the official optical tracking provider for the WNBA, making it the first US-based women’s professional sports league to agree to such a partnership.

The 2024 12-team WNBA season will run from mid-May to mid-September.