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WNBA extends wide-ranging P&G tie-up

22 July 2013 | Posted in Sponsorship, Basketball, North America | By Ian McPherson

The Women’s National Basketball Association (WNBA) has renewed its partnership with consumer products giant Procter and Gamble (P&G). 

The agreement extends a partnership dating back to 2003 and will be activated through four P&G brands targeted specifically at female consumers: My Black is Beautiful (MBIB), Cover Girl, Tampax and Secret.

The partnership will see WNBA players, coaches and legends appear at league and team events throughout the 2013 season, along with participating P&G brands and the ‘Imagine a Future’ youth programme. 

The P&G brands will receive brand exposure on WNBA.com, on courtside signage during games and across social media. The Imagine a Future programme will also be integrated into the 2013 WNBA Inspiring Women Award Luncheon on 9th September in New York City.  

“Similar to P&G’s strong commitment for creating and fostering a rich and diverse workforce, supplier/vendor community and minority-owned partnerships, the WNBA has a rich history of breaking boundaries and creating opportunities for girls and women as the first and only professional organisation dedicated to women’s basketball,” said Julie Eddleman, the director of North America brand operations at P&G. 

“It’s a ‘slam dunk’ for two like-minded organisations to partner on this type of endeavour that reaches and teaches girls and young women about the importance of self-love, self-esteem and the drive for success in life,” Eddleman continued. “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.”

“Procter & Gamble’s powerful ‘Imagine a Future’ programme is a wonderful resource for millions of young black women, many of whom are loyal fans of our game,” added Laurel Richie, the president of WNBA. “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.”

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