In 2024, the New York Liberty secured the WNBA championship, ending the Las Vegas Aces' dominance. The Liberty's transformation began in 2018 when Shana Stephenson joined as chief brand officer. At that time, the team was facing uncertainty, with a dwindling fanbase after relocating to Westchester and a mascot named Maddie. Under Stephenson's marketing strategy, the Liberty reestablished their brand, engaging diverse fans at Barclays Center with an energetic atmosphere, improved merchandise sales, and increased sponsorships, ultimately bolstering the organization's growth and success.
A WNBA team's success, though measured in points, doesn't just happen on the court. It's having fans in the seats to cheer you on.
Growing up on Long Island, Stephenson had early ambitions of being an athlete, but when she peaked at 5'5" in the fifth grade, she knew she wouldn't have a career in basketball.
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