Have there been pivotal moments where you realized Ellie was becoming this larger-than-life personality, bigger than a typical mascot? What did it feel like being behind that development?

I think my first moment realizing that Ellie had transcended being “just” the New York Liberty mascot was when Cardi B tweeted about Ellie. Ellie did one of the TikTok dance challenges to one of Cardi’s songs, and Cardi tweeted something like, “That mascot ate me up.” Then Billboard picked up the tweet and wrote a headline about it. That was definitely a moment for me and our team where we thought, “Okay, we have something really special in Ellie. How can we continue to maximize that?”

At the same time, it also just felt like Ellie being Ellie. The performer behind the character is a dancer and entertainer, so it felt natural that she would go viral doing a dance challenge. That’s who she is and what she excels at. That was one of the earliest moments where I realized we had something truly special.

It’s also been really interesting that people recognize me because of Ellie. I’ve done podcasts, panels, and talks about Ellie, and now people recognize me on the street and in the arena. But it’s fun. I love knowing I played a role in creating something that brings so much joy to fans across so many ages, identities, and demographics. Ellie gives people a sense of belonging, and she helps unite the arena. Obviously our team is fantastic on the court, but what Ellie contributes to the atmosphere makes it even more special. I feel really blessed and grateful to have played a role in something that brings so many fans joy.

Do you see Ellie as part of the New York Liberty’s overall brand-building strategy? How closely do the worlds of Ellie and the New York Liberty intersect from a branding perspective?

Absolutely. Ellie is a tremendous asset to the New York Liberty brand, both in the arena and outside of it. She’s a huge part of our game-day experience. When you think about the Ellie stomp and the Ellie wave, fans love interacting with her. I can’t tell you how many friends come to Liberty games and text me asking if Ellie can stop by their seat, take a selfie, or pop into their suite. She’s also become important to our partnerships. Last season we launched partnerships with Essie and Away, and Ellie was a huge part of bringing both campaigns to life in ways teams don’t typically use their mascots.

We absolutely recognize the value Ellie brings to the franchise, and we’re constantly thinking about new, fresh ways to leverage her to enhance the brand.

There’s been a major shift in attention toward the WNBA in recent years. From your perspective, what feels different now about women’s basketball compared to previous years?

Intentionality. Brands are being much more intentional about investing in women’s sports. Last season, we had around 20 partners who had never done a deal with a women’s sports team before — and some had never invested in sports at all. For the Liberty to be their entry point into women’s sports means a lot.

We’re also seeing major growth in broadcasting. This season there will be six national broadcasters airing WNBA games. I remember years ago praying for times like this as a fan — for there to be an abundance of WNBA games on TV that were accessible and well marketed.

The investment and resources are there now too. When I first started with the Liberty, I was literally a team of one doing all of the marketing. Now I have multiple videographers, editors, graphic designers, and a social team. That growth is happening across the league, and it’s incredible to see the evolution and resources being poured into women’s basketball.