Spotify has signed its first-ever official partnership with a U.S. professional sports team through a multi-year deal with the New York Liberty of the WNBA.
Under the agreement, Spotify becomes the team’s official music partner, integrating music into the game-day experience at Barclays Center. The collaboration includes brand visibility across the arena and digital platforms, as well as season-long activations and exclusive Liberty-themed playlists.
The partnership also features original content showcasing players’ personal stories and their connection to music, aiming to deepen fan engagement beyond the court.
The deal will officially launch on May 8, coinciding with the start of the season, with a fan event planned outside the arena.
Spotify executives say the goal is to bring added energy to live games, while the Liberty emphasize creating new ways for players and fans to connect.