Sephora U.S. Partners with Golden State Valkyries

The WNBA team’s Oakland-based performance center will be rebranded as the “Sephora Performance Center.”

April 10, 2025

Assistant Editor

The WNBA team, the Golden State Valkyries and Sephora U.S. announced a multi-year partnership, making Sephora a founding partner of the Valkyries.

As part of this partnership, Sephora will be the naming rights partner for the team’s 31,800-square-foot, Oakland-based performance center, rebranded as the “Sephora Performance Center”, and will be the presenting partner for the Valkyries Content Day and Training Camp.

The Sephora Performance Center represents the intersection of athletics and beauty, creating an environment where performance and presentation co-exist.

Chief Marketing Officer at Sephora U.S. Zena Arnold, said,

“Joining forces in our shared Bay Area home underscores the strong alignment between our brands, and we are proud to see Sephora represented in both a physical space and with an organization where confidence and performance thrive. We look forward to celebrating the synergy between sports and beauty and continuing to champion our shared values throughout the Valkyries inaugural season and in the years to come.”

The performance center will feature Sephora-branded elements throughout its spaces, including the three professional-grade basketball courts, locker room, strength and conditioning areas, recovery zones, and a player lounge.

Sephora’s branding will also be visible on the team’s practice jerseys. This naming rights agreement transforms the Valkyries’ training space into a powerful symbol of the partnership.

Sephora-branded elements will also be featured throughout the Chase Center with strategic in-arena placements to engage fans, including a Sephora Kiosk, offering a curated selection of beauty product offerings available for purchase, as well as a branded Sephora Sounds DJ booth, spotlighting the retailer’s music collective, which supports underrepresented, emerging artists.

Sephora will also offer behind-the-scenes access through the Valkyries’ digital and social media channels, including a dedicated season-long content series, which will spotlight the players on game days throughout their inaugural season.