Special to NYSportsJournalism.com
July 23, 2013: The WNBA and Procter & Gamble have signed a deal that will bring the consumer brand giant back into the league for the first time since 2006.
The alliance will support P&G's My Black is Beautiful effort, which is aimed at African American women. Lead P&G brands will be Cover Girl, Tampax and Secret. Financial terms were not disclosed.
The P&G brands will be integrated throughout WNBA.com, courtside signage during nationally televised games, social media channels and at least six WNBA team partnerships.
For the remainder of the WNBA's 17th season, working with WNBA Cares, WNBA players, coaches and legends will appear along with the participating P&G brands and their "Imagine a Future" program at league and team events.
The alliance will also focus on P&G’s MBIB "Imagine a Future" program, which provides teen and young adult girls with tools and resources, including scholarships and access to workshops. P&G and Imagine a Future will be part of the 2013 WNBA Inspiring Women Award Luncheon scheduled for Sept. 9 in New York.
“[This is] a ‘slam dunk’ for two like-minded organizations to partner on this type of endeavor that reaches and teaches girls and young women about the importance of self-love, self-esteem and the drive for success in life," Julie Eddleman, director-North America brand operations for P&G, said in a statement. "P&G’s 'My Black is Beautiful' campaign represents an ever-evolving community of like-minded women who proudly celebrate their blackness and embrace their beauty.”
“[This is] a ‘slam dunk’ for two like-minded organizations to partner on this type of endeavor that reaches and teaches girls and young women."
According to Laurel Richie, WNBA president, “Procter & Gamble’s powerful ‘Imagine a Future’ program is a wonderful resource for millions of young black women, many of whom are loyal fans of our game. With this new partnership, we look forward to bringing this initiative to our key markets during what is shaping up to be a very exciting and compelling season.”
League partners also include marquee partner Boost Mobile, adidas, American Express, BBVA, Anheuser-Busch (Budweiser), Coca-Cola, EA Sports, Gatorade, Nike, SAP, Spalding and State Farm.