WNBA signs new deal with P&G

The Women’s National Basketball Association (WNBA) has announced a multi-year partnership with Procter & Gamble, who will join the WNBA as an Official Partner. P&G’s brand Tampax will serve as the Official Period Care Sponsor of the WNBA and will have branding across the league starting from the WNBA Draft 2026. Other P&G brands including the Downy, Gillette Venus, Olay, and Tide will have activations across the WNBA and will work on fan engagement activities along and will also work with the  WNBA to exchange brand equity across marketing, retail, and digital.

Colie Edison, Chief Growth Officer, WNBA, said,

“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.”

Mindy Sherwood, President of North America and Chief Sales Officer, Procter & Gamble, added,

“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.”