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Inside Sephora's basketball takeover

Fiction reveals the truth, as the saying goes, and though the Netflix sports comedy series Running Point is only partially based on a true story, its first season depicting Sephora’s all-in push into the basketball world is very real. The series, which stars Kate Hudson as the president of her family’s pro basketball team, features […]

Published

3 weeks ago

May 1, 2025

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Fiction reveals the truth, as the saying goes, and though the Netflix sports comedy series Running Point is only partially based on a true story, its first season depicting Sephora’s all-in push into the basketball world is very real.

The series, which stars Kate Hudson as the president of her family’s pro basketball team, features the makeup retailer in an elaborate plotline involving an initially contentious jersey-patch sponsorship for the men’s team, complete with scenes in a Sephora store and a character meant to be one of the brand’s top marketers.

Sephora’s real-life CMO, Zena Arnold, doesn’t appear in the series, but she said it’s true that the company’s marketing efforts have increasingly focused on sports this year, starting with the brand’s partnership with women’s 3-on-3 basketball league Unrivaled that was announced in January.

“We just saw incredible engagement and commentary from our community, and the broader sports community, for us being there,” Arnold told Marketing Brew. “So we said, ‘Okay, this is something that’s working well. How can we expand upon this?’”

Glamour shot

So far, Sephora’s investment into the sport has taken the form of partnerships with the two newest WNBA’s newest teams, as well as the Netflix cameo, the timing of which was purely coincidental, according to Arnold.

A week after Sephora US announced a multiyear deal with Unrivaled to kick off the year and the league’s inaugural season, Sephora Canada became the first founding partner of the Toronto Tempo, the newest WNBA expansion team that’s set to start playing next year. The sponsorships are part of a broader effort from the brand to show up as an authority on beauty across different cultural touchpoints, ranging from sports to music to entertainment, Arnold said, which has come out of a marketing partnerships team that was formed last year.

“One of the key things that I saw as a big opportunity for us was to be more involved in conversation, not just advertising,” Arnold told us. “Women’s sports specifically, it’s just a really exciting, fun place to be right now.”

Sephora shot its shot in basketball in particular because of its growing popularity, the sport’s appeal to Sephora’s core consumers, and the “energy from existing players,” Arnold added. While Sephora declined to share specific numbers, Arnold said the partnership with Unrivaled, which includes a glam room at the league’s facility in Miami and branding on the court and in the player arrival hall, has resulted in strong media value and social engagement, especially on pregame fit checks and tunnel-walk content.

Close to home

Arnold said she hoped to differentiate Sephora by supporting Unrivaled’s mission to up the ante on salaries in women’s sports. By sponsoring the Tempo, a deal led by Sephora’s Canada team, the brand is aiming to achieve broad reach across the country, given the Tempo is Canada’s first and only WNBA team.

“Though they are Toronto-based, they’re a bit of Canada’s team, and the entire country is rooting for and behind them,” she said. “It’s a great way for our teams there to be able to activate.”

Exactly three months after the Tempo deal was announced, Sephora US was named a founding partner of the Golden State Valkyries, the WNBA expansion team set to play their first preseason game in the league May 6. That team is close to home for Sephora US, which is headquartered in San Francisco.

A key component of the Valkyries deal is the naming rights to the team’s new performance center in Oakland, a rare opportunity for a brand to get the rights to a venue designed specifically for a women’s team. Historically, women’s teams are often relegated to venues built with men’s sports in mind, but purpose-built practice facilities and venues for women’s leagues like the WNBA and NWSL are becoming increasingly common.

“It’s a really important and growing part of support of women’s sports,” Arnold said. “For us to be a part of that story, of bringing that opportunity and equality for women’s sports, was really powerful.”

Point guard

In the world of scripted TV, though, Arnold and the brand team can’t take credit for the Running Point plotline. Co-creator Mindy Kailing and the show’s other creators and writers approached Sephora with the sponsorship story in mind, Arnold said, but it wasn’t a hard sell. “We’re really proud that we were able to be a part of it,” she said.

Things aren’t always smooth sailing for Sephora in the show, which involves a negative reaction from one of the players on the men’s team when the brand’s logo debuts on its jerseys. It’s a plotline that resonates in real life, too, Arnold told us.

“I think that for a long time, sports and makeup were not seen as being congruous,” she said, adding that things are changing as sports fans develop more of a desire to know about athletes’ lives off the court.

Sephora is “still in learning mode” when it comes to sports sponsorships, but the retailer is exploring other opportunities across entertainment, including in sports content, according to Arnold. Already, the brand has sponsored a live taping of Angel Reese’s Unapologetically Angel podcast. Any involvement in men’s sports, though, will be limited to Running Point— at least for now.

“We’ll see about a men’s sponsorship,” Arnold said. “We’re just starting, so we gotta get through a few things and learn a little bit more, but never say never.”

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Quinn Ewers wearing his teal Miami Dolphin uniform

“There’s a lot of guys out there right now, and everyone’s fighting for the same job,” Ewers said. “But you’ve got to earn the job and earn the trust of those guys as well.” When Quinn Ewers slipped on a Miami Dolphins jersey for the first time, the seventh-round rookie quarterback left the disappointment of […]

Published

2 minutes ago

May 20, 2025

Your Sports Nation

“There’s a lot of guys out there right now, and everyone’s fighting for the same job,” Ewers said. “But you’ve got to earn the job and earn the trust of those guys as well.”

When Quinn Ewers slipped on a Miami Dolphins jersey for the first time, the seventh-round rookie quarterback left the disappointment of draft weekend behind and focused on the opportunity ahead. “I didn’t expect to fall as low as I did, but it is what it is at the end of the day, and I have the same opportunity as everybody else does, and I’m beyond thankful for that,” Ewers said as the Dolphins opened rookie minicamp.

Ewers, selected 231st overall in the 2025 NFL Draft, enters a quarterback room led by Tua Tagovailoa and recent free agent signing Zach Wilson. Despite being the last of 13 quarterbacks drafted, the former Texas Longhorns star is determined to prove himself at the professional level. “I just want to go in there and play my game at the end of the day and learn and develop as a quarterback,” Ewers said.

The transition to the NFL marks a new chapter for Ewers, who finished his college career with 3,472 passing yards and 31 touchdowns in his final season at Texas, leading the Longhorns to back-to-back College Football Playoff appearances and an SEC Championship game. Ewers’ collegiate success placed him among the top quarterbacks in Texas history, but questions about consistency and injuries may have contributed to his draft slide.

Off the field, Ewers is already making headlines. Just a month into his Dolphins tenure, he secured a $3 million exclusive autograph trading card deal with Panini, a figure nearly matching his four-year, $4.3 million rookie contract with Miami. “Thank you [Panini] for helping me tell my story and continuing our relationship! I can’t wait to see my first NFL trading cards!” Ewers posted on social media.

The endorsement helps offset speculation about the NIL money he left behind by declaring for the draft rather than transferring for a final college season. Ewers also had a prior NIL deal with Panini.

As Ewers dons the Dolphins’ aqua and orange, he faces the challenge of climbing the depth chart and earning the trust of teammates and coaches. For now, the rookie is focused on learning, developing, and making the most of his opportunity in Miami. “There’s a lot of guys out there right now, and everyone’s fighting for the same job,” Ewers said. “But you’ve got to earn the job and earn the trust of those guys as well.”

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Quinn Ewers’ honest take on ‘unconventional’ NIL experience

Quinn Ewers’ college journey is over as he was drafted by the Miami Dolphins last month. Ewers had an eventful path throughout the past few years after being the #1 overall recruit in the 2021 recruiting class. He originally committed to Ohio State, and he spent one season with the Buckeyes before transferring to Texas. […]

Published

2 hours ago

May 20, 2025

Your Sports Nation

By the time Quinn Ewers’ college career came to a close, he held a $4.5 million NIL valuation. It’s safe to say that aspest of Ewers’ college days was a success.

“The way that it’s kind of been set up for me has been nothing short of unconventional, I think I would say,” Ewers said, according to an article from On3. “Skipping my senior year to enroll at Ohio State early, and then be there for not even a whole calendar year and then decide to go back to my home state of Texas and really, turn around a program that hadn’t really won anything in years, consistently. For me, I go in and lose one game on the road my entire career, go 11-1 on the road. Win a Big 12 title game, go to the College Football Playoff two years in a row and win a Peach Bowl, win multiple Playoff games. It’s nothing short of special.”

Ewers popularity and NIL valuation would make some people think that he was a first-round draft pick. When he started his college career, he was expected to be. Instead, Ewers went in the seventh round, but he isn’t complaining at all.

“I do not take it for granted at all because I know a lot of people would love to be in the shoes that I’m in,” he said. “I guess that’s kind of a ‘why’ for me. Why I do these things. I know the draft didn’t go the way I wanted it to, but at the end of the day, I have the same opportunity everybody else does. What better place to start the journey than in Miami and playing under a really, really good offensive mind in Coach McDaniel?”

When NIL opportunities started to show up, Quinn Ewers immediately took advantage. He signed his first deal with Panini, and he was off and running.

“I feel like I signed about as early as I could,” Ewers said. “I’ve always been with Panini, and it’s been a great relationship that’s continuing to build. Super, super happy that they brought me on as early as they did. It’s just been a great relationship.”

NIL is a huge part of college sports now, and athletes want to make money. Ewers’ biggest piece of advice? Don’t focus on the NIL money, and the NIL money will come.

“I think the biggest lesson that I like to tell people and kind of how I feel is, if you keep the main thing, everything else will really fall in line,” Ewers added. “Because as soon as you lose what you do to earn the NIL, you lose all the NIL. You just continue to play football and remain present and remain focused on the objective – which isn’t NIL, by the way – that’ll come with the success that you have.”

Ewers is a firm believer in staying focused and letting the rest take care of itself.

“Just be present, especially if you’re in high school and you’re not receiving as much offers or whatever it is – coaches aren’t recognizing you as much,” he said. “Just remain present and continue to be consistent. As long as you stay consistent, you’re going to end up where you want to be, at the end of the day. That’s just how it goes. I was lucky enough to be a highly recruited guy, but I just tried to stay as consistent as I could as long as I could, which, at the end of the day, helped me a ton. That’s all it is about – remaining present and taking care of business and letting all the other stuff fall in line, because it will if you really put the work in.”

Now, Quinn Ewers is done earning NIL money, and he is on to NFL contracts. He signed a four-year, $4.33 million dollar contract with the Dolphins. He earned more during his time in college, but that’s not too shabby for a seventh-rounder on a rookie contract.

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BREAKING

Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics. Author: kcentv.com Published: 2:17 AM CDT May 20, 2025 Updated: 2:17 AM CDT May 20, 2025 0

Published

4 hours ago

May 20, 2025

Your Sports Nation

Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics.

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BREAKING

Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics. Author: wkyc.com Published: 3:17 AM EDT May 20, 2025 Updated: 3:17 AM EDT May 20, 2025 0

Published

4 hours ago

May 20, 2025

Your Sports Nation

Dive into the latest on NIL policies and their potential legal battles, as well as the impact of bloated conferences on college athletics.

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PUMA India Inks Multi

National, May 20, 2025: Sports brand PUMA India continues to deepen its investment in the country’s growing running movement by joining forces with the Mumbai Half Marathon and the Wipro Bengaluru Marathon as their Official Sportswear Partner. The multi-year deal with race organisers NEB Sports Entertainment reinforces PUMA’s commitment to deliver a holistic race experience […]

Published

5 hours ago

May 20, 2025

Your Sports Nation

National, May 20, 2025: Sports brand PUMA India continues to deepen its investment in the country’s growing running movement by joining forces with the Mumbai Half Marathon and the Wipro Bengaluru Marathon as their Official Sportswear Partner. The multi-year deal with race organisers NEB Sports Entertainment reinforces PUMA’s commitment to deliver a holistic race experience at every leg of a runner’s journey—from training to race day and beyond.

The 8th Mumbai Half Marathon is scheduled for August 17, while the Wipro Bengaluru Marathon, in its 12th edition this year, will take place on September 21. Through this strategic tie-up, PUMA India will deliver a 360-degree experience that includes access to expert-led training runs, race-day performance gear, and on-ground support to participants during and after the race. With this, the sports brand has strengthened its presence in India’s rapidly expanding running community—one that is evolving from a recreational activity into a lifestyle and a cultural force.

Commenting on the partnership, Karthik Balagopalan, Managing Director of PUMA India, said, “The sport of Running is transforming India—shaping lifestyles, building communities, and redefining competition. Our partnership with NEB marks PUMA’s deeper commitment to fuel this momentum. India has an extremely vibrant community of close to 3 million registered runners and double-digit growth in marquee events like the Mumbai and Wipro Marathons. We think it is a fantastic opportunity to empower them to chase their goals and go the distance. This partnership further strengthens our commitment to push and elevate the evolution of running in the country.”

PUMA’s investment in running is backed by the success of one of India’s best-selling performance shoes, NITRO. Since October 2024, over 50% of elite podium finishers across five key Indian races have worn PUMA NITROs, underscoring the franchise’s dominance and trust among top athletes. The sports brand’s Running business unit is also growing faster than PUMA India’s overall business—signaling strong consumer demand.

India’s distance running landscape is experiencing rapid growth within the burgeoning sports ecosystem. In 2024, the emerging sports business experienced a 19% year-over-year growth, with marathons accounting for 23.5% of the overall segment. Tapping into this dynamic momentum, PUMA leverages this upswing through diverse initiatives promoting participation, performance, and the cultural importance of running nationwide.
Speaking on the occasion, Nagaraj Adiga, CMD – NEB Sports, said, “We are thrilled to welcome PUMA India on board as our official sportswear partner. At NEB Sports, we have always believed in creating inclusive, eco-conscious sporting experiences that go beyond the racetrack. This association marks an exciting chapter in fostering a culture of health and wellness across communities. Together, we aim to inspire more people to lace up and hit the roads with passion and purpose.”

PUMA’s contribution to the running ecosystem in India goes beyond sponsorships. The brand has powered iconic races like the Vedanta Delhi Half Marathon, challenged high-altitude conditions at the Ladakh Marathon, and expanded its reach through the Adani Marathon. In 2024 alone, PUMA India executed over 250 Training Runs across cities and introduced unique formats like the PUMA x Bumble Singles Run — cementing its position as a sports brand deeply invested in India’s running culture.

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From the Desk of Dr. J

Published

5 hours ago

May 20, 2025

Your Sports Nation

One concern at the forefront of offseason discussions regarding college sports is reform in the current era of name, image and likeness — or NIL deals. President Donald Trump recently met with retired University of Alabama football coach Nick Saban, who is currently an analyst on ESPN’s “College GameDay.” Saban was thought to be Trump’s choice to head a proposed commission on college sports. The rumors surrounding Saban taking a job that would assist the NCAA in its governance of college athletics gained more traction after he introduced Trump as commencement speaker for UA’s graduation ceremony. Saban has expressed that he believes athletes should be paid, and a Sports Illustrated online article published earlier this month included some of his remarks: “(Players) should make money. But they should have a contract and a responsibility to fulfill, just like a coach does, and there’s some penalty if you leave a team and you have a contract.”

NIL contract obligations were at the center of former University of Tennessee quarterback Nico Iamaleava’s controversial departure from the Vols in April. Social media chatter was flooded with opinions, as it was alleged that Iamaleava and his camp sought to renegotiate and double the $2 million annual contract he signed in high school. While only those in Iamaleava’s inner circle know what happened, it is clear that the talks broke down, and Iamaleava decided to transfer to the University of California, Los Angeles, where he will be getting considerably less money, according to various sports outlets, and leading a squad predicted to be less than mid-tier in the Big Ten.

Potential breach-of-contract lawsuits could be the next phase of NIL, but the forthcoming House v. NCAA settlement ruling will usher in significant changes in how college athletes are paid. One of these changes would be revenue sharing, in which major conferences would allocate part of their athletic department profits to athletes over the next decade. Payments would be determined based on television revenue designated as NIL from players’ appearances on network broadcasts of games.

NIL has forever changed the college landscape that Saban ruled during the prime of his coaching career, and he has put to rest speculations about him heading a commission on college sports, even though Trump is moving forward to launch it. Many are skeptical about the government stepping in when Division I schools and the NCAA are still figuring out how to establish consistent rules for university collectives, boosters and the transfer portal. However, a presidential commission could only provide recommendations to the NCAA. It would not have the authority to legislate changes.

Much of the commission’s work would be focused on suggested NIL regulations, but another area I think should be addressed is the culture of big-time college programs. Culture is essential in this period of what college football fans call “bag chasing” — that is, star athletes in the top D1 revenue-producing sports of football and men’s and women’s basketball going after the highest bidders during their recruitment or in the transfer portal. Suppose money is the sole motivation for an athlete. In that case, they are most likely not locked into the other benefits they receive from playing sports at the highest college level, such as the opportunity to professionally network, excel in the classroom and build lifelong friendships with their teammates. Ohio State University stresses these principles in its football program, with “the brotherhood” being a key recruiting pitch. As a Buckeye alumna and faculty member, I am most proud of these team values. In addition to winning the 2024 national championship, the OSU football program earned a perfect Academic Progress Rate score of 1000. The APR tracks schools’ ability to retain student-athletes and keep them eligible. OSU also did not lose any scholarship football players with NIL contracts to the spring transfer portal window, and over the past two years, Coach Ryan Day has provided space for players to share their Christian faith. Former star running back TreVeyon Henderson recently released a documentary detailing his testimony of overcoming suicidal thoughts and other personal struggles by turning to God. OSU has shown that a character-building culture is essential while pursuing national titles and overseeing NIL deals.

As Trump continues to outline plans for a college sports commission, I hope the necessity of a supporting culture for college athletes will be included as NIL and revenue issues are tackled. NIL needs to be better regulated, but athletes also need to be in settings where they can thrive academically and socially.

Dr. Jessica A. Johnson is a lecturer in the English department at Ohio State University’s Lima campus. Email her at smojc.jj@gmail.com. Follow her on X: @JjSmojc. To find out more about Jessica Johnson and read features by other Creators Syndicate writers and cartoonists, visit the Creators Syndicate website at www.creators.com.