In Running Point‘s second episode, Isla Gordon (Kate Hudson) faces a major problem. She’s just been named president of the Los Angeles Waves basketball team, taking over for her brother Cam (Justin Theroux) while he’s in rehab. But the revelation of Cam’s drug misuse has led the Waves’ biggest sponsor, the conservative (and fictional) Snoozepedic Beds, to drop their support.
‘Running Point’ review: Mindy Kaling’s latest combines ‘Ted Lasso,’ ‘Succession,’ and basketball
Now, it’s up to Isla to secure a new sponsor. And by the episode’s end, she’s turned to a very real company to get the job done: Sephora.
The way Isla sees it, having Sephora as the Waves’ primary sponsor will be a nice break from the “typical dude bro brands” that usually back men’s professional basketball teams. Plus, she points out that it’s a solid marketing tactic for the Waves’ female audience.
“Our analysis shows that women make up one-third of all basketball viewers,” Isla tells the Sephora CMO. “That means, on any given night, say we have six million people watching a game, that’s two women who all want to have glassy skin and a tight eyebrow game. And they’re gonna see your logo every night. You have the ability to tap into a market that’s never been touched!”
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The Sephora deal ends up going through in Running Point, resulting in some initially misogynistic reactions from some of the Waves players. But Running Point isn’t the only place where Sephora has thrown its weight behind professional basketball. In real life, the makeup brand serves as the official beauty partner of Unrivaled, a professional women’s three-on-three league that kicked off its inaugural season on Jan. 17, 2025. Unrivaled features big-name players like co-founders Napheesa Collier and Breanna Stewart, as well as Angel Reese, Sabrina Ionescu, and more.
On top of running ads during games and having on-court signage, Sephora equips Unrivaled’s glam room. Plus, their logo is featured prominently on the referees’ uniforms, earning them the nickname of “Sephora refs” on social media.
The basketball and Sephora crossover doesn’t end there! On Jan. 9, 2025, Sephora Canada also announced that it would the first founding partner of the Toronto Tempo, Canada’s first WNBA team, which begins play in the 2026 season. Sephora’s presence in both the WNBA and Unrivaled is proof of brands seeing the monetary potential in women’s basketball, especially following the WNBA’s record-setting 2024 season. (Further proof lies in Unrivaled’s extensive list of sponsorships, which includes big names like Samsung Galaxy, State Farm, and Sprite.)
Running Point was shot in 2024, well before any of these deals were announced, meaning it basically predicted the future — just for the wrong league! But maybe seeing one of the show’s plotlines play out in real-time in women’s sports could encourage co-creators Mindy Kaling, Elaine Ko, Ike Barinholtz, and David Stassen to incorporate a storyline about women’s basketball in future Running Point seasons.
Running Point is now streaming on Netflix. Unrivaled airs on TNT and TruTV and streams on B/R Sports on Max.
