Company News
Justworks Partners with the New York Liberty to Spotlight Founders and Small Businesses
Today, Justworks announced an official partnership with the WNBA’s New York Liberty, to reach a new community of founders and small business leaders. The partnership will include a program, The Starting Five, which provides five Justworks small business customers with the opportunity to advertise in Barclays Center during upcoming Liberty home games.
Based on research Justworks and The Harris Poll conducted in August 2026, nearly 8 in 10 (79%) founders say they like or love watching competitive sports. The connection between founders and sports runs deeper than fandom. The same qualities that drive success in sports, like teamwork, discipline, resilience, coachability, and leadership, are critical to building a successful business.
Justworks has long had a hunch that sports offers a natural way to connect with founders. The company has committed an investment of more than $4M in women’s sports over the past few years, from an official partnership with Angel City Football Club, support for women’s sports podcasts, creators, and now the New York Liberty. The investment is on more than the growing viewership, it’s on the deeply rooted communities around women’s sports and the entrepreneurs who see something of their own experience in competition, teamwork, and building something together.
“I’ve been watching WNBA viewership numbers grow and fan craze expand over the past few years,” said Catherine Crevels, CMO of Justworks. “The community around the New York Liberty is exactly what we try to create for the small businesses we serve here at Justworks, and the opportunity to spotlight companies within our customer base in the arena as part of this partnership made it a no-brainer. I’m thrilled to partner with the New York Liberty, and I can’t wait to see what we’ll build together.”
Unlike many traditional team sponsorships, this partnership focuses on building community, specifically for the small businesses Justworks serves. Through the partnership, Justworks and the New York Liberty devised a program called “The Starting Five,” a program which provides five Justworks small business customers with in-stadium signage at Barclays Center for home games on August 22, August 27, August 29, September 21, and September 23 to showcase their companies. Harlem Perfume Co. was the first small business highlighted in Barclays Center on Saturday, August 22, Cool Culture, an arts nonprofit, will be featured on Thursday, August 27.
“We’re a New York-based small business, and we’re so excited to share our story with the Liberty fans,” said Teri Johnson, founder of Harlem Perfume Co. “This opportunity really demonstrates Justworks’ commitment and dedication to helping small businesses like ours grow and succeed.”
The partnership will cover the 2026 and 2027 seasons, and will also feature traditional media placements, including in-stadium signage, in-game commercial spots, social media content, and hospitality suites (which will be used to host founders, entrepreneurs, and small business leaders to connect with each other while enjoying the games). Justworks will also participate in six upcoming theme nights with the Liberty–AAPI, Pride, Women’s Empowerment, West Indian, Noche Latina, and Unity–celebrating these communities, and specifically founders within them.
For media inquiries, please reach out to press@justworks.com.
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