There is a seismic shift happening in sports sponsorships, and it is not just about sneakers and energy drinks anymore. As the WNBA continues to soar in cultural relevance, brands across industries are racing to align with its momentum. From makeup and finance to insurance, entertainment, and now period care, companies are recognizing the league’s unmatched ability to connect with an engaged, values-driven audience. At the heart of this evolution is LOLA, the first period care brand to partner directly with a WNBA team and venue, reshaping how menstrual health shows up in public spaces.
The Rise of the WNBA as a Cultural Powerhouse
Since its founding in 1996, the WNBA has stood at the intersection of sport, equity, and cultural leadership. In recent years, it has become a magnet for fans and brands alike, breaking records in viewership, ticket sales, and media engagement. Players are now fashion icons, social advocates, and media personalities. This is not just women’s basketball. It is a movement.
And brands are taking notice.
A New Era of Sponsorship: Beauty, Finance, Tech, and Period Care Join the League
Recent seasons have brought a wide and diverse roster of brand partners:
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Beauty and Self-Care: Glossier was the league’s first official beauty sponsor. Fenty Beauty followed with a multi-year deal celebrating inclusivity and visibility. Essie also joined as the league’s official nail care partner.
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Entertainment and Media: Netflix has expanded its sports content, ESPN has dramatically increased coverage, and WNBA players continue to be embraced by pop culture icons.
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Tech and Discovery: Pinterest became the WNBA’s official inspiration partner, curating content on player style, wellness, and creativity.
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Insurance: Gallagher became the official insurance brokerage of the WNBA and Liberty Mutual joined as a team sponsor of the New York Liberty. State Farm and Google continue to build on their longstanding investments in the league.
LOLA Sets a New Standard for Menstrual Care in Sports
In April 2025, LOLA partnered with the New York Liberty and Barclays Center to become the first period care brand to offer free organic menstrual products across an entire professional sports venue. Fans and players alike gained access to tampons and pads in every restroom at every event.
In June 2025, LOLA expanded its reach to the Minnesota Lynx, bringing product access to Target Center and supporting youth programming across the Twin Cities.
LOLA’s approach goes far beyond branding. These partnerships make menstrual care available in public, high-traffic spaces where it has historically been overlooked. This is a commitment to dignity, health, and access.
The Broader History of Period Care in the WNBA
LOLA may be the first to offer stadium-wide access, but it is important to recognize the broader evolution of the category:
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Tampax (2004): As part of a Procter & Gamble league-wide sponsorship, Tampax was included in early WNBA brand partnerships. However, these campaigns were focused on broadcast, signage, and grassroots promotions and did not include product placement or team-level integrations.
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The Honey Pot × Atlanta Dream (2024): Brought period and body care products into the locker room and fan programming.
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Sequel × Indiana Fever (2025): Became the first tampon-specific brand to sponsor a WNBA team and provide in-arena product access.
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August × Connecticut Sun (2025): Focused on fan engagement and free product access throughout the season.
Each of these efforts helped push the conversation forward. But LOLA remains the first brand to partner with multiple teams and provide full-arena access to organic period care products.
Why LOLA’s Partnerships Signal a Cultural Shift
LOLA’s presence in the WNBA is about more than product access. It shows how values-led brands can meet people where they are with purpose and practicality. These partnerships:
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Make menstrual care visible and available in major public venues
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Normalize periods in sports and entertainment environments
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Inspire future collaborations focused on health, equity, and inclusion
LOLA is not just showing up for marketing moments. It is building long-term infrastructure that redefines how brands can lead with mission.
A New Kind of Leadership
LOLA’s groundbreaking partnerships with the New York Liberty and Minnesota Lynx are about more than sports. They represent a new model for what brand leadership looks like — practical, purposeful, and community-centered.
By being the first period care brand to integrate at both the team and venue level, LOLA is changing the rules of sponsorship and raising the bar for access.
This is not a trend. It is a shift. And LOLA is leading the way.