The NBA’s Golden State Warriors, Chase Center and Williams-Sonoma have teamed up for a new partnership. The retailer will now be the official furniture and home design partner of the Warriors.
Under the partnership, Williams-Sonoma will furnish multiple areas at Chase Center, the Warriors’ new sports and entertainment arena in San Francisco’s Mission Bay neighborhood, including courtside lounges, multiple bar spaces, the club suites and corporate offices. The Williams-Sonoma Family Lounge, designed for the family and friends of Warriors’ players, will feature a curated collection of furniture and décor from Williams-Sonoma’s family of brands, with exclusively designed pieces.
In addition to the furnishings at Chase Center, Williams-Sonoma and the Warriors will collaborate on a community platform that will focus on youth education. The two organizations will also produce a multi-segment content series, featuring various cooking and home redesign projects with representatives of the Warriors. Later in the year, Williams-Sonoma and the Warriors will launch a co-branded exclusive product line featuring home decoration and kitchenware items that will be available for purchase through select channels.
“We are thrilled to be collaborating with the Golden State Warriors, one of the most successful teams in the NBA, based right here in our home town of San Francisco. Our shared vision for this partnership is to create a comfortable, high-design, high-quality experience and we are uniquely positioned to bring this vision to life with our in-house design expertise and flexible direct-sourcing model,” said Laura Alber, president and CEO of Williams-Sonoma. “This opportunity is also an unparalleled launching pad for our new business-to-business division and one example of the strategic long-term relationships we are building.”