• by Tanya Gazdik , Yesterday

Procter & Gamble and the WNBA announced a multibrand partnership, marking a “bold new chapter” in how P&G and its brands show up across sports and culture. 

“The WNBA three years ago named P&G’s Mielle as its first Official Textured Hair Care Partner,” according to Marketing Dive. “Under the new agreement, other brands, including Secret, Olay, Downy and Tampax, will also activate around the women’s professional basketball league. Secret and Olay have already been collaborating with top WNBA athletes while Tampax’s sponsorship is the next slated to launch through a presence at the WNBA Draft on April 13.”

P&G and the WNBA’s tie-up will span marketing, retail and digital channels as more large marketers ramp up investment in women’s sports.   

The partnership focuses on brand engagement in women's sports and retail programs linked to growing interest in women's basketball, according to Simply Wall St.

“Their entrance into women’s basketball launched with products created in collaboration with Aces C A’ja Wilson and Wings G Paige Bueckers,” according to Sports Business Journal. “Tampax, the official period care sponsor of the WNBA, will be the next brand to leverage the league’s platforms, beginning at the 2026 WNBA Draft with the Queens Court activation, presented by Tampax. Additional P&G brands -- including Downy, Gillette Venus and Tide -- will introduce activations throughout the season.”

Through partnership, P&G brands are investing in the continued growth of the game by amplifying player storylines, engaging fans, and driving retail growth, according to the company. 

The partnership creates a platform for P&G brands to engage with professional women’s basketball at a defining moment – as the game, its athletes, fans, and influence are reaching new heights, according to P&G.