Procter & Gamble (P&G) has strengthened its investment in women’s sports through a new multi-year, multi-brand partnership with the WNBA, signalling a deeper strategic commitment to one of the fastest-growing properties in global sport.
The agreement expands P&G’s relationship with the league beyond its existing collaboration with haircare brand Mielle, positioning the consumer goods giant as a broader commercial partner across multiple categories, including personal care, beauty and household products.
Under the partnership, several flagship brands, including Secret, Olay, Tampax, Downy, Gillette Venus, and Tide, will activate through integrated marketing campaigns, retail promotions and storytelling initiatives designed to connect product performance with elite athletic excellence.
Mindy Sherwood, President of North America and Chief Sales Officer, Procter & Gamble, 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. There is a natural alignment between the elite performance of WNBA athletes and the superior performance P&G brands deliver, and together, we can elevate both.”
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 for our league. 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.”
As part of the agreement, Tampax has been named the period care Sponsor of the WNBA and will debut its “Queens Court” activation at the 2026 WNBA Draft, creating an interactive experience centred on confidence, empowerment and athlete well-being.
Secret and Olay have already launched early activations featuring collaborations with WNBA players A’ja Wilson of Las Vegas Aces and Paige Bueckers of Dallas Wings, reflecting a broader shift toward athlete-led storytelling within sports marketing strategies.
The partnership arrives as the WNBA approaches its 30th season amid continued growth in audience engagement, sponsorship demand and cultural influence across the global sports landscape.
For P&G, the multi-brand structure enables coordinated campaigns across several consumer categories while leveraging the league’s growing relevance among younger and highly engaged audiences.
The collaboration reflects wider industry trends as brands increasingly prioritise women’s sport as a platform capable of delivering measurable commercial impact alongside authentic cultural storytelling.
As investment continues to accelerate, partnerships of this scale demonstrate how women’s basketball is evolving into a central pillar of modern sports marketing strategy, offering brands access to loyal fan communities and expanding global visibility.
