P&G Expands Relationship With WNBA
Procter & Gamble and the WNBA have entered into a multiyear, multibrand partnership — evidence that P&G and its brands will continue promoting women's basketball and its rising culture.
The partnership shows that P&G brands are investing in the continued growth of the game by amplifying player storylines, engaging fans and driving retail growth.
The Secret and Olay brands were the first to activate under the new partnership. Both created product (see image) in collaboration with A’ja Wilson of the Las Vegas Aces and the Dallas Wings’ Paige Bueckers, the top pick in the 2025 WNBA draft.
“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,” Mindy Sherwood, president of North America and chief sales officer at Procter & Gamble, said in a release.
As the official period care sponsor of the WNBA, the Tampax brand is leveraging the league’s platforms, starting with the 2026 WNBA Draft, April 13 in New York.
The draft experience features the Queens Court activation, presented by Tampax, an interactive space for both players and draft attendees.
Additional P&G brands — Downy, Gillette Venus, Olay and Tide — will introduce activations throughout the season, leveraging the WNBA’s ability to engage fans in meaningful ways. P&G will collaborate with the league to exchange brand equity across marketing, retail and digital efforts.
“Partnering with Procter & Gamble connects the WNBA with one of the world’s most trusted brand leaders at a transformative time for our league,” said Colie Edison, WNBA chief growth officer. “Together, we have an opportunity to reach tens of millions of households, elevate the incredible stories of WNBA players, and bring world-class brands and athletes together in ways that authentically connect with fans, drive meaningful engagement and continue to expand the visibility of women’s basketball.”
Additional details on brand activations and storytelling moments will be announced throughout the 2026 season.
P&G and the WNBA began partnering in July 2023 with the Mielle brand, which was named the league’s first official textured hair care partner.
