Procter & Gamble is broadening its presence in women’s sports, entering into a landmark multi-year, multi-brand partnership with the WNBA.
The deal redefines how P&G shows up across sports, culture, and the lives of fans as the league embraces unprecedented momentum.
The partnership also expands P&G’s presence beyond Mielle’s existing relationship as the league’s Official Textured Hair Care Partner since July 2023. For instance, Secret — the No. 1 Clinical antiperspirant brand — and Olay — the award-winning skincare brand — launched products created in collaboration with WNBA stars A’ja Wilson (Las Vegas Aces) and Paige Bueckers (Dallas Wings).
As the Official Period Care Sponsor of the WNBA, Tampax will be taking over the 2026 WNBA Draft presented by State Street Investment Management SPY, while brands including Downy, Gillette Venus, Olay, and Tide plan to roll out additional initiatives throughout the season.
“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, Procter & Gamble, wrote in today’s press release.
“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.”
The news arrives as the WNBA gears up for another explosive season, coming off of last year’s record viewership, sold-out arenas, and cultural influence extending far beyond gameday. The league’s fanbase has transformed dramatically in both size and composition over recent years, creating new opportunities for brands to connect with fiercely engaged audiences.
“We’re focused on working with partners who elevate our brand visibility, deepen fan engagement, and drive long-term growth,” first-ever WNBA Chief Growth Officer Colie Edison told JWS in an exclusive interview.
“P&G offers an unmatched portfolio of trusted household brands. That gives us the opportunity to reach fans in new ways through integrated storytelling, retail presence, and everyday consumer touchpoints.”
Prioritizing forming lasting bonds over simply slapping logos on league properties, P&G and the WNBA crafted a marketing strategy that strives to capture what fans truly care about.
“Authenticity is critical,” Stacey Reherman, Vice President of Sports Marketing, Procter & Gamble told JWS. “There must be a genuine connection between brand benefits and what really matters to the fans we are trying to serve. “
P&G’s widespread portfolio also lends itself to personalized activations surrounding world-famous personalities and blockbuster events rather than taking a generic WNBA-branded approach.
“P&G’s portfolio is incredibly diverse, which gives us the ability to meet fans in unique, authentic, and culturally relevant ways,” Edison said.
“With such a broad range of brands, P&G’s portfolio allows us to tailor partnerships around individual athletes and WNBA tentpole events in a way that feels personalized.”
Edison highlighted how holistically P&G viewed the players throughout the partnership’s development. The company recognized that WNBA fans follow athletes on and off the court, making note of their personal lives, relationships, favorite brands, fashion choices, and backstories — not just their stats.
“What stood out most was how intentional P&G was about centering the players throughout this process,” Edison said. “This partnership really leans into that.”
The partnership targets existing fans, new audiences, and former fans re-engaging with the league, with data showing that the WNBA fanbase ranks among the sports world’s most engaged, passionate, and diverse as it continues to expand — the perfect audience for P&G’s broad brand lineup.
“This growth, coupled with the league’s massive reach and viewership, broadens the ability of our brands to reach new audiences,” Reherman said.
Through partnership, P&G brands are investing in the continued growth of the game by amplifying player storylines, engaging fans, and driving retail growth.
What’s more, Edison sees this new partnership as a bellwether forecasting where women’s sports stands in the current global marketplace — and where it’s headed.
“It sends a clear message that women’s sports aren’t niche — they’re a major part of the cultural conversation,” she said. “The WNBA is shaping culture and having a global powerhouse like P&G alongside us reinforces just how far the league has come and where it’s headed.”
Additional details on brand activations and storytelling moments are set to roll out throughout the 2026 WNBA season.
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