The Women’s National Basketball Association (WNBA) has entered a multi-year partnership with Mielle, a P&G brand, making the black-founded and woman-led beauty brand an Official Marketing Partner and the Official Textured Hair Care Partner of the league.
 
“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” said WNBA Chief Growth Officer Colie Edison. “This year’s WNBA Live in Las Vegas will not only give us the chance to celebrate our game, but also the opportunity to tip off this dynamic partnership with Mielle.”

About the Partnership

As the Official Textured Haircare Partner, Mielle, whose products can be found in more than 100,000 stores across the U.S., will leverage the WNBA’s cultural relevance amongst its fanbase to reach current and future customers. The partnership will tip off with the 2023 AT&T WNBA All-Star Game.
 
Mielle will also be an associate partner of WNBA Live presented by U.S. Bank, the league’s two-day interactive fan festival. As a partner of WNBA Live, Mielle will host an engaging on-site activation including sampling of their newest collection and player meet and greet opportunities during the fan festival.
 
“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” says Omar Goff, President at Mielle. “Mielle was founded by queen Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty. Mielle was built on the foundation of providing high quality, natural products for textured hair. The WNBA partnership enables Mielle to empower players through exceptional hair care.”
 
Throughout the partnership, Mielle will demonstrate its commitment to supporting and empowering women by activating at tentpole events like WNBA Live, conducting WNBA-themed marketing and retail programs, and introducing players to their new, favorite Mielle products.
 
Mielle and the WNBA will also create an integrated cross-promotion campaign that will feature brand exposure across the league’s media partners and the WNBA’s digital assets, including WNBA App and WNBA.com, as well as the league’s social media platforms. This multi-faceted approach will also include virtual signage during the 2023 AT&T All-Star Game.

More Mielle Basketball News

Earlier this year, Mielle signed LSU Tigers basketball player Angel Reese as its newest ambassador—marking Reese’s first major beauty deal.