From scratch to slam dunk: New York Liberty’s Shana Stephenson on building basketball team’s brand and keeping fans in the game

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Women’s basketball team New York Liberty is having a moment. It just finished the regular season last Thursday with the best record in the league, defeating top teams like the Las Vegas Aces and the Connecticut Sun. Meanwhile, the team’s mascot Ellie the Elephant has become a celebrity in her own right, known for her dance moves and fashion.

But it hasn’t always been that way. Five years ago, the team was struggling, playing in Westchester County Center, a smaller court far away from home. But then things started looking up. Clara Wu Tsai and Joe Tsai, co-founder of Alibaba and owner of NBA’s the Brooklyn Nets, purchased the Liberty and paved the path for the eventual move to the team’s current home at the Barclays Center. Then in 2021, Shana Stephenson started as the team’s full-time chief brand officer.

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