P&G Expands WNBA Partnership with Multi-Brand Deal
Event summary
- P&G announced a multi-year, multi-brand partnership with the WNBA, expanding beyond its existing Mielle brand deal.
- Secret and Olay are the first P&G brands to activate under the new partnership, launching products co-created with WNBA stars A’ja Wilson and Paige Bueckers.
- Tampax will serve as the Official Period Care Sponsor of the WNBA, debuting at the 2026 WNBA Draft Presented by State Street Investment Management SPY.
- Additional P&G brands, including Downy, Gillette Venus, Olay, and Tide, plan activations throughout the 2026 season.
The big picture
P&G’s expanded partnership with the WNBA aligns with the league’s record-breaking growth and its 30th season in 2026. The deal comes as the WNBA secures a transformational Collective Bargaining Agreement, signaling increased investment and global expansion. P&G’s strategy reflects a broader trend of consumer goods companies leveraging sports partnerships to enhance brand equity and engage diverse audiences.
What we're watching
- Brand Synergy
- How P&G’s multi-brand approach will drive cross-promotional opportunities and retail growth.
- Fan Engagement
- Whether the partnership can deepen fan connections and elevate the WNBA’s cultural impact.
- Market Expansion
- The pace at which P&G can leverage the WNBA’s growth to reach new demographics and markets.
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