WNBA 30th Season Activation Includes Expanded P&G Sponsorship Platform

By Barry Janoff

UPDATED April 10, 2026: The WNBA and NBA Board of Governors have formally approved WNBA expansion teams in Cleveland, Detroit, and Philadelphia. Cleveland will begin play in 2028, Detroit in 2029, and Philadelphia in 2030.

The expansion will give the league 18 teams, with the Toronto Tempo and Portland Fire joining this season.

The WNBA previously had franchises in Cleveland (Rockers) and Detroit (Shock).

Ownerships for Cleveland, Detroit and Philadelphia each paid a record $250 million franchise fee for expansion, according to industry analysts.

Still to be formally approved is the sale of the Connecticut Sun — owned by the Mohegan Tribe since 2003 — to the Fertitta family -- owners of the NBA Houston Rockets .

According to ESPN, the sale is closing at $300 million, a record price for a WNBA team, and did not include a relocation fee.

The Sun will play one final season in Uncasville, Connecticut, in 2026 before relocating in 2027, and is expected to reclaim the Comets' name, the team that was was part of the league from 1997-2008, Houston had previously been vetted by the league as a potential city for future expansion or relocation.

April 7, 2026: Defining it as “the perfect transformational moment in our league’s history,” the WNBA has unveiled plans for its 30th season celebration, which it said would “honor three decades of impact while spotlighting the league’s accelerating momentum.”

The 2026 season is scheduled to begin May 8.

As part of the strategy, the WNBA and Procter & Gamble have signed an extended multi-year, multi-brand partnership, “marking a bold new chapter in how P&G and its brands show up across sports and culture.”

The WNBA plans to introduce several initiatives tied to the 30th season, including the WNBA Legacy Trail merchandise program, campaign films, a Top 30 Plays series and Court Origins programming featuring WNBA Court Origins Nights.

Support is anchored by a commemorative Season 30 logo that will appear on courts, game balls and jerseys throughout the season; and a multi-media marketing effort.

The initial promo spot, “WNBA Season 30: Raising Goats,” features WNBA legend Sheryl Swoopes.

The campaign comes with the tagline, There’s More Where Thirty Came From,” amplifying that the “WNBA’s 30-year journey is a continuous narrative of progress and cultural impact.” Two more spots will air as part of its Season 30 campaign: “Signatures” and “Confetti.”

“Raising Goats” offers, “We’ve done a lot in 30 years. The best part? We aren’t done yet. Season 30 starts May 8.”

Swoopes, surrounded by real goats and young goats (kids) says, “Not all kids become GOATS. Because GOATs aren’t just born. They’re raised.” We get action shots of a young Swoopes, then current players including A’ja Wilson, Caitlin Clark, Sabrina Ionescu, Paige Bueckers and Angel Reese. Says Swoopes, “The greatest part of Greatest Of All Time: It includes the future.” Text There’s More Where Thirty Came From.”.

“Signatures” will spotlight emerging All-Stars who are shaping the game’s future. “Confetti” will close the season with a tribute to the championship moment.

The spots swill air across broadcast, digital, social and experiential touch-points; supported by fan activations throughout the season.

“Season 30 arrives at the perfect transformational moment in our league’s history – marking both a defining milestone and the beginning of a new era for the WNBA,” commissioner Cathy Engelbert said via the league.

“The unprecedented growth and momentum we’re experiencing today is the result of three decades of commitment – from players, teams, fans, partners, and investors.”

The WNBA, in the final stages of ratifying its new CBA with the WNBA Players Assn., also just enhanced its pact with CBS Sports through a new long‑term, multi-platform rights agreement.

Building on its multi-year partnership with P&G brand Mielle’s — which launched in July 2023 as the league’s first official textured hair care partner – P&G will expand its presence through a broader portfolio commitment.

“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-North America and chief sales officer, said via Procter & Gamble.

“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.” 

Secret antiperspirant and Olay skincare brand will be the first P&G brands to activate under the new partnership via 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 the next brand to activate, beginning at the WNBA Draft 2026 Presented by State Street Investment Management SPY April  13 (ESPN).

Additional P&G brands – including Downy, Gillette Venus, Olay and Tide – will introduce activations throughout the season, “leveraging the WNBA’s growing cultural impact to engage fans in meaningful ways.”

P&G said it would collaborate with the WNBA to exchange brand equity across marketing, retail and digital. 

“Partnering with Procter & Gamble connects the WNBA with one of the world’s most trusted brand leaders at a transformative time for our league,” WNBA chief growth officer Colie Edison, said via the 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.” 

WNBA Court Origins, the league’s first retro program, will mark 30 seasons through a curated collection of storytelling, merchandise and live experiences. The program will be highlighted by “WNBA Court Origins Nights” which will “connect generations of players and fans while revisiting the league’s earliest years.”

WNBA Court Origins Nights will feature nationally televised games involving three of the league’s original franchises: the New York Liberty, Los Angeles Sparks and Phoenix Mercury. The throwback matchups will turn back the clock to the WNBA’s 1997 inaugural season, with on-court elements, in-arena moments and broadcast presentations designed to reflect the league’s original era.

WNBA Court Origins Nights will be a “full-scale celebration of the WNBA’s beginnings,” featuring WNBA Nike Court Origins Edition uniforms and warm-ups, and a WNBA Wilson Court Origins Edition game ball with 1997-era branding.

The WNBA Legacy Trail is a fan-centric merchandise program “designed to showcase the league’s history while recognizing the players, fans, staff and defining moments that have shaped the WNBA.”

The program will feature product drops honoring the league’s 30th season.

On the 30th of each month during the season, a new licensee collaboration will be unveiled (with purchase availability dates to follow).

All items will be available through the licensees’ direct-to-consumer channels and other participating retail partners. Three initial product drops in April feature La Crema on April 9, Nike on April 13 and Mitchell & Ness on April 15, with each collection officially revealed on its launch day.

The WNBA Top 30 Plays is a content special “honoring the most iconic on-court plays in league history. From unforgettable displays of athleticism to culturally resonant milestones to game-changing brilliance, the series will highlight plays that have defined three generations of professional women’s basketball in the United States.”

"Season 30 will be our most ambitious and innovative marketing campaign ever – one that matches the current momentum of the WNBA.”

A distinguished panel of former WNBA players, coaches and influential voices from across entertainment will help guide the selection process, bringing both basketball expertise and cultural perspective.

Each play will be evaluated across several criteria, including historical impact, athleticism, game context, player legacy, fan reaction, visual appeal and era representation, ensuring a comprehensive look at the moments that have moved the game forward.

The WNBA Top 30 Plays will be a produced long-form special, which will feature the full countdown of plays and conversation amongst the panel of their significance, and will premiere this season on the WNBA App with additional clips and BTS on WNBA social.

"Season 30 will be our most ambitious and innovative marketing campaign ever – one that matches the current momentum of the WNBA.”

“As we tip off our historic 30th season, we’re bringing fans closer to the WNBA than ever before through bold, creative, and immersive storytelling,” CMO Phil Cook said via the league.

“We’re building a season-long platform of activations, collaborations, and fan-first experiences designed to engage the WNBA family wherever they are. Season 30 will be our most ambitious and innovative marketing campaign ever – one that matches the current momentum of the WNBA.”

According to Engelbert, “As we step into this next dynamic era together, Season 30 is tracking to be our most memorable yet – celebrating both how far we’ve come while highlighting the limitless opportunities ahead as we continue to elevate women’s basketball to new heights.”

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