It was a very Merry Christmas for several organizations this year as the New York Liberty launched its first-ever Season of Giving, a community gifting campaign that reflected the deep connection between the team and the city. Along with nine of its corporate partners, the Liberty provided gifts to community organizations throughout the five boroughs. The program reflected the Liberty’s social responsibility pillars, which include growing youth basketball, embracing young women, championing unity and promoting Pride (BEUP).
“We really wanted to align our corporate sponsors and our community partners on our holiday giving,” said Alesia Howard, the Liberty’s vice president of communications and social responsibility. “They know the impact we have in our community.”
The corporate partners, which include Xbox, Wilson, BioSteel, HeroCosmetics, Snipes, SeatGeek, HSS, Webull and Withings, were very generous, said Howard. The gifts included custom Liberty-branded Xbox Series S consoles, basketballs and sports drinks to community centers in each borough. There were skincare products for Womankind, which serves survivors of domestic violence, human trafficking and sexual violence. The Bowery Mission received 400 coats and 1,200 pairs of socks for residents, who got to meet Liberty guard/forward DiDi Richards.
“We were able to go to community organizations, organizations that focus on women and girls and LGBTQ+ organizations,” said Howard. “Everyone was so grateful and thankful and that really made it worth it. All the smiles and happy faces. It was tough not to get emotional at some of the stops. … It’s all about community.”
These interactions help root the team even deeper into the fabric of NYC. Howard said it’s not just about playing at Barclays Center, it’s about being a presence in the communities. “Doing the right thing and spreading some holiday cheer,” she said.
In terms of revving up for the 2023 WNBA season, Liberty management and coaches are preparing for the free agency signing period. There may be some roster moves. Before then, plans are underway for Black History Month (February) Women’s History Month (March) and National Girls and Women in Sports Day (Feb. 1), for which there will be some Liberty/Brooklyn Nets collaborations.