A’ja Wilson and Paige Bueckers Star in New Campaigns

Procter & Gamble (P&G) and the Women’s National Basketball Association (WNBA) announced a multi-year, multi-brand partnership on April 7, 2026. The agreement establishes a broad platform for P&G brands to engage with professional women’s basketball in the United States as the league’s influence and athlete visibility continue to grow.

The partnership expands P&G’s existing presence in the league, building on a multi-year relationship with Mielle, which became the WNBA’s first Official Textured Hair Care Partner in July 2023. Under the new broader portfolio commitment, P&G is integrating several of its major brands into the sports landscape.

Brand Activations and Athlete Collaborations

The initial phase of the partnership features the skincare brand Olay and the antiperspirant brand Secret. These two brands launched their entrance into the league with products developed in collaboration with two prominent WNBA stars: A’ja Wilson of the Las Vegas Aces and Paige Bueckers of the Dallas Wings.

Secret has positioned its clinical deodorant as a product for active individuals requiring dependable odor and sweat protection, featuring Wilson, a veteran MVP, and Bueckers, described as a breakout star. These collaborations included a commercial released on February 18, 2026, and a joint sweepstakes promoted on social media on February 23, 2026.

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

Sherwood further stated that there is a natural alignment between the performance of WNBA athletes and the performance of P&G brands.

Strategic Focus and Future Initiatives

Beyond skincare and deodorant, P&G is expanding its reach into health and wellness through Tampax, which will serve as the Official Period Care Sponsor of the WNBA. This specific sponsorship will be highlighted during the WNBA Draft 2026, presented by State Street Investment Management SPY.

A key component of the draft experience will be the Queens Court activation, which is presented by Tampax.

Cultural Impact of WNBA Stars

The commercial appeal of athletes like A’ja Wilson and Paige Bueckers extends beyond corporate sponsorships into viral cultural moments. For example, following the Final Four, Wilson and Bueckers engaged in a public bet regarding a game between the South Carolina Gamecocks and UConn.

The bet stipulated that if UConn won, Wilson would wear a UConn player exclusive jersey during the first half of a preseason game. Following South Carolina’s 62-48 victory over UConn, Wilson posted a video on Instagram of her FaceTiming Bueckers with the caption I found her y’all.

Such interactions, combined with high-profile corporate partnerships, reflect the expanding cultural footprint of women’s basketball in 2026, where athletes’ personal brands and professional rivalries generate significant social media momentum and commercial interest.