P&G Becomes Official WNBA Partner

Consumer goods giant expands sports sponsorship portfolio with women's basketball league

Apr. 7, 2026 at 6:49pm

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A cubist, geometric painting depicting a fragmented WNBA basketball game, with sharp planes of navy, red, and gold colors overlapping to create a dynamic, abstract visual representation of the sport.The WNBA's new partnership with consumer goods giant P&G will bring increased visibility and marketing support to the women's professional basketball league.Cincinnati Today

Procter & Gamble, the consumer goods conglomerate behind brands like Tide, Gillette, and Pampers, has announced a new multi-year partnership with the Women's National Basketball Association (WNBA). The deal makes P&G an official partner of the WNBA, further expanding the company's sports marketing portfolio which already includes sponsorships with the NFL, NASCAR, and the Olympics.

Why it matters

The WNBA partnership represents a strategic move by P&G to deepen its connection with female consumers and align its brands with the growing popularity and visibility of women's professional sports. As a leading sponsor, P&G will gain prominent brand exposure and marketing opportunities to reach the WNBA's predominantly female fan base.

The details

Under the multi-year agreement, P&G brands will receive in-arena and broadcast advertising, as well as rights to use WNBA marks and logos. The company plans to activate the partnership through various marketing initiatives, including player and team integrations, community programs, and retail activations.

  • The partnership was announced on April 7, 2026.

The players

Procter & Gamble (P&G)

A multinational consumer goods corporation that owns and markets a wide range of well-known brands, including Tide, Gillette, Pampers, and many others.

Women's National Basketball Association (WNBA)

The premier women's professional basketball league in the United States and Canada, founded in 1996 as a joint venture between the National Basketball Association (NBA) and the women's basketball players.

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What they’re saying

“We are thrilled to welcome P&G as an official partner of the WNBA. Their commitment to supporting women's sports and empowering female athletes aligns perfectly with our league's values and mission.”

— Cathy Engelbert, WNBA Commissioner

“Partnering with the WNBA allows us to further strengthen our connection with female consumers and champion the incredible talent and inspiring stories of these world-class athletes.”

— Marc Pritchard, Chief Brand Officer, Procter & Gamble

What’s next

The partnership is expected to begin with the 2026 WNBA season and continue for multiple years, with specific activation plans and marketing initiatives to be announced in the coming months.

The takeaway

This deal represents a significant investment by a major consumer brand in women's professional sports, signaling the growing commercial appeal and mainstream recognition of the WNBA. The partnership will provide valuable exposure for the league and its players, while also allowing P&G to deepen its connection with its female customer base.