New York Liberty's Bold Move: Turning Self-Care Into a Superpower for Women in Sports

The New York Liberty is doubling down on its mission to amplify critical conversations surrounding women’s health with its newest collaboration. Today, the WNBA’s defending champions announced a partnership with Vagisil, the team’s latest commitment to uplifting women and the vaginal anti-itch cream’s first foray into the wide world of sports.

“Vagisil stands for empowerment, visibility, and unapologetic ownership of women’s bodies—values championed by our franchise,” Liberty CEO Keia Clarke exclusively tells Women’s Health . “We could not be more proud to partner with a company helping to bring these critical discussions around women’s health and wellness to the table, amplifying the voices of athletes and fans who deserve to feel seen, heard, and supported.”

This cause feels important to the players, too. “As women athletes, our bodies are our instruments, and taking care of them is everything,” Liberty forward Breanna Stewart tells WH. “Championing women’s health isn’t just important, it’s essential. The Liberty standing behind that sends a powerful message, on and off the court.”

By age 14, girls drop out of sports at two times the rate of boys—and a lack of both confidence and positive role models are two big reasons why, according to research from the Women’s Sports Foundation . These stats were a huge motivator for the Liberty when it came to this partnership. “We’re hoping to break down barriers and refresh a conversation on women’s health,” Clarke says. “We’re thrilled to bring freshness into the spotlight as a key to confidence.”

“As athletes, we know that true strength begins with taking care of our bodies,” says Liberty point guard Natasha Cloud. “This partnership between the New York Liberty and Vagisil is about owning our confidence, embracing our power, and reminding all women that their health is, and always will be, the top priority.”

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Vagisil’s partnership portfolio expansion into women’s sports is a “natural evolution” for the brand, says Keech Combe Shetty, executive chairwoman for Vagisil’s parent company Combe, Inc. “These athletes train hard, perform under pressure, and demand products that support their bodies without compromise,” she tells WH . “Our intimate health offering is designed to meet those needs—helping women feel fresh, comfortable, and confident whether they’re on the court, in the gym, or navigating everyday life.”

Beyond supporting the Liberty’s championship squad, the new partnership will also aim to connect with fans in Brooklyn, the Liberty’s home base, and the greater New York City area. The Liberty and Vagisil are teaming up with local organizations to provide free products to New Yorkers in need, and will be creating curated fan experiences focused on breaking down stigmas about self-care and self-empowerment. Liberty players will also appear in co-branded content to amplify this mission.

“This partnership is about more than visibility,” Combe Shetty says. “It’s about impact, access, and showing fans that self-care is a form of self-empowerment.”

This announcement marks the latest in a string of new partnerships for the Liberty, which recently sold a minority ownership stake at a $450 million valuation—a record for a professional women’s sports franchise. Brands touting a new presence at Barclays Center this season include Away, Essie, Fenty Beauty, and Pinterest. From viral mascot Ellie the Elephant’s sea-foam manicure to the Fenty Gloss Bomb Glam Cam at the arena, each new brand activation has promoted and celebrated individuality, self-empowerment, and fans’ unique beauty.

“We have a keen focus on finding value-aligned partners who share our vision and embody the principles of our organization,” Clarke says. That vision includes advocating for women and empowering them to take control over their bodies during a critical moment for women’s health in the United States. “We have always been an organization that has unapologetically stood for visibility and empowerment, pushing our advocacy well beyond the confines of the court.”

Combe Shetty says the Liberty’s “unapologetic commitment to representation” resonates with the Vagisil brand. They also wanted to be part of fans’ skyrocketing attention on the WNBA—Nielsen data shows a 29 percent year-over-year increase in league interest and a 201 percent increase in regular season viewership.

“These fans aren’t just watching—they’re buying, sharing, and advocating,” Combe Shetty says. “Women’s sports offer brands like ours a powerful platform to connect with a values-driven community that cares about confidence, representation, and real substance. It’s not just smart—it’s essential.”