Procter & Gamble Named Official Partner of USA Basketball Women’s National Team

30 August 2026

COLORADO SPRINGS, Colorado (Sept. 2, 2026) – USA Basketball announced today a multiyear partnership introducing Procter & Gamble (P&G) as an Official Partner of the USA Basketball Women’s National Team.

Building on the success of its partnerships across women’s basketball and with several U.S. national governing bodies, P&G is expanding its commitment to the USA Women’s National Team, one of the most successful sports teams in history as owners of 10 Olympic and 11 World Cup gold medals. Tide and Downy, both award-winning fabric care brands, will be the first P&G brands to activate under the new partnership.

Tide and Downy will support all USA Basketball Women’s National Team activity, including major international competitions, exhibition games, training camps and more. Their entrance into the USA Basketball family coincides with the USA Basketball Women’s National Team’s preparations for the 2026 FIBA Women’s World Cup, set to run Sept. 4-13 in Berlin.

“We are grateful to P&G for recognizing the USA Basketball Women’s National Team’s commitment to excellence and contributions to women’s basketball over the last 50-plus years,” said Jim Tooley, USA Basketball CEO. “As the USA Women’s National Team prepares to take the court in Berlin, we look forward to mutually celebrating their journey at the World Cup and beyond.”

The USA Women’s National Team will compete for a fifth consecutive and 12th overall FIBA World Cup gold medal. Tide and Downy will support USA Basketball’s storytelling efforts across the tournament.

“At Tide and Downy, we know confidence starts long before game time. We're proud to partner with USA Basketball to support athletes on and off the court and celebrate the dedication, preparation and performance that bring out the best in all of us,” said Marchoe Northern, president, North America Fabric Care. “Whether competing at the highest level or tackling everyday life, Tide and Downy help make laundry one less thing to think about, so people can focus on the moments that matter most."

In addition, P&G will support USA Basketball Women in the Game. Launched in 2017, Women in the Game is held twice a year and is an opportunity to educate and inspire more women to pursue a career in sports. Women in the Game is next scheduled for Sunday, Oct. 4, in Los Angeles. For more information, click here.

Through partnerships, P&G brands are investing in the continued growth of the game of basketball by amplifying player storylines, engaging fans and driving retail growth. Additional details on brand activations and storytelling moments will be announced throughout the course of the partnership.

https://www.pg.com/newsAbout Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About USA Basketball
USA Basketball, which celebrated its 50th anniversary in 2024, is the National Governing Body for the sport of basketball in the United States. As the recognized governing body by the International Basketball Federation (FIBA) and the United States Olympic and Paralympic Committee (USOPC), USA Basketball is responsible for the selection and training of USA teams that compete in FIBA-sponsored basketball competitions and select national events, and for the development of youth basketball initiatives addressing player development, coach education and safety. To learn more, click here.

USA Basketball Contacts:
Renee Felton, Michael Terry, Justin Trujillo and Alex Brady.

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