Unrivaled has expanded its multi-year partnership with Sephora U.S., naming its Miami-based home and headquarters Sephora Arena. Building on a successful first season, the deal deepens the blend of women’s pro sports, beauty, and culture through enhanced athlete services, fan activations, and branding as the league prepares for Season 2 in January 2026.
Sephora19 December 2025
Unrivaled, presented by Samsung Galaxy, today announced an expanded multi-year partnership with Sephora U.S., highlighted by the global prestige beauty retailer acquiring naming rights to the league’s Miami-based home and headquarters, now officially known as Sephora Arena. The move marks a significant evolution of a partnership that has successfully bridged women’s professional sports, beauty, and culture since its launch last season.
Following a highly impactful inaugural year, the renewed agreement reflects strong audience engagement, cultural relevance, and brand alignment across both industries. Sephora’s initial collaboration with Unrivaled centered on elevating the athlete experience and seamlessly embedding beauty into the league’s day-to-day environment. Standout initiatives—including the Sephora Glam Room, the Sephora Tunnel, and dedicated glam services for players—quickly became signature elements of the Unrivaled brand and helped redefine how beauty partnerships can authentically show up in professional sports.
Those early activations, which have since influenced similar integrations across the broader sports ecosystem, laid the groundwork for a deeper relationship. Sephora Arena will now serve as a physical embodiment of that synergy, merging elite competition, self-expression, and fan engagement under one roof.
“The natural alignment between Sephora and Unrivaled has resonated with athletes, fans, and the wider sports community,” said Kirby Porter, Chief Brand Officer of Unrivaled. “Sephora’s continued commitment to supporting our players and enhancing the fan experience makes them an ideal naming-rights partner as our league continues to grow and evolve. Together, we’re expanding the conversation around what modern sport and beauty partnerships can look like.”
Building on Sephora’s involvement during Season 1 media day and league content initiatives, Sephora PRO artists will return for Season 2 to provide makeup services for all Unrivaled athletes. The partnership will also include an expanded player gifting program, enhanced behind-the-scenes storytelling, and new content showcasing athletes beyond the court. The popular Sephora Tunnel will make its return this season, alongside a full-scale replica installation at Fan Fest outside Unrivaled games.
Inside Sephora Arena, the brand will be prominently featured through courtside LED signage, a center-court logo, and custom-designed seating areas that reflect Sephora’s modern aesthetic. Beyond the arena, Sephora will extend Unrivaled experiences to consumers through in-store activations at its Miami locations and exclusive ticket opportunities available through Sephora’s Rewards Bazaar.
“We’re excited to take our partnership with Unrivaled to the next level as we become the naming-rights partner of the league’s new arena,” said Jessica Stacey, SVP of External Communications, Experiential and Marketing Partnerships at Sephora U.S. “From the beginning, this collaboration has been grounded in shared values—supporting athletes on and off the court, celebrating excellence, and advancing equity in our communities. We look forward to continuing this momentum in Season 2 and beyond.”
The official debut of Sephora Arena is scheduled for January, offering fans and partners an exclusive first look at the newly branded venue as Unrivaled launches its highly anticipated second season.
Unrivaled’s second season tips off on January 5, 2026. For the latest updates and league news, visit unrivaled.basketball and follow @UnrivaledBasketball on social platforms.
About Unrivaled
Unrivaled is a professional women’s basketball league reshaping the sports landscape through an athlete-first, player-owned model. Co-founded by Breanna Stewart and Napheesa Collier, the league provides participating players with equity opportunities, ensuring a shared stake in its long-term success. Launched in January 2025, Unrivaled features the world’s top women’s basketball talent across eight clubs competing in a fast-paced, 3-on-3, compressed full-court format. Learn more at unrivaled.basketball or contact info@unrivaled.com.
Source: Unrivaled.com
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