P&G Signs Multi-Year, Multi-Brand Partnership with WNBA

Procter & Gamble (P&G) and the Women’s National Basketball Association (WNBA) have announced a multi-year partnership.

The deal elevates P&G from a niche sponsor to a major league-wide partner, integrating a broad portfolio of household brands, including Secret, Olay, Tampax, Downy, Gillette Venus, and Tide, into the rapidly expanding women’s basketball ecosystem.

The partnership arrives at a “defining moment” for the league, as viewership and cultural influence reach all-time highs. It builds upon the 2023 success of P&G-owned Mielle, which served as the WNBA’s first Official Textured Hair Care Partner.

Commenting on the partnership, P&G president of North America, Mindy Sherwood, said: “The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase.” 

Framing the deal as a milestone in the league’s commercial evolution, WNBA chief growth officer, Colie Edison, added: “Partnering with Procter & Gamble connects the WNBA with one of the world’s most trusted brand leaders at a transformative time.”

“Together, we have an opportunity to… continue to expand the visibility of women’s basketball,” Edison noted. 

Strategic Brand Integration and Athlete Alignment

The collaboration is designed to match “elite athletic performance” with “superior product performance,” utilizing high-profile WNBA stars as brand ambassadors:

• Secret & Olay: These brands have already launched product collaborations featuring Las Vegas Aces superstar A’ja Wilson and Dallas Wings standout Paige Bueckers.
• Tampax: Named the Official Period Care Sponsor of the WNBA, the brand will lead the “Queens Court” activation at the WNBA Draft 2026 Presented by State Street.
• Retail and Digital Exchange: P&G will collaborate with the league to swap brand equity across marketing and retail channels, aiming to reach tens of millions of households globally.

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