The CBA Delay raised questions over the 2026 season, with many critics and analysts predicting a delay or even cancellation of the WNBA season. But the league not only confirmed a mega deal with the WNBPA but is on the right path to start the season on schedule.
But even after the new CBA, fans had another question on their minds: Is league commissioner Cathy Engelbert’s tenure in the WNBA coming to an end? The top executive also responded with another massive deal that would take the league to the next level and keep her in the league for the ‘results’ she delivered.
WNBA Signs Multi-Year Deal With Global Brand
As commissioner, Cathy Engelber promised, the league concluded a transformational deal with the players’ association. But now the focus once again shifts towards the expansion and partnerships. The mega broadcasting deal handed the league a chance to make massive offers to players and now added another global brand, Procter and Gamble, as its strategic partner.
A report shows that the two entities entered into a multi-year deal at multiple levels with the various products the brand offers.
Procter & Gamble is broadening its presence in women's sports, entering into a landmark multi-year, multi-brand partnership with the WNBA.
— Just Women’s Sports (@justwsports) April 7, 2026
The deal redefines how P&G shows up across sports, culture, and the lives of fans as the league embraces unprecedented momentum.
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“The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase,” Mindy Sherwood, President of North America and Chief Sales Officer, Procter & Gamble, wrote in a press release.
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“There is a natural alignment between the elite performance of WNBA athletes and the superior performance P&G brands deliver, and together, we can elevate both,” Sherwood added.
Interestingly, A’ja Wilson and Paige Bueckers are already connected with the brand following their collaboration with Secret and Olay. On the operational end, though, the player movements are hitting the headlines as the league is preparing for a competitive and entertaining season.
WNBA Getting Ready For Mega Free Agency Market
The 2026 WNBA Free Agency period began on April 6 after a CBA delay and will have a designation period on April 6 and April 7, followed by the negotiation period between April 8 and April 10, and actual contract signings on April 11.
While top players like A’ja Wilson, Sabrina Ionescu, and Breanna Stewart already confirmed their destinations in the FA, many role player movements could be a massive difference maker in the league. It’s important to note that there are around 123 free agents in the league at the moment, and all 15 teams will look to pick the best ones for the competitive season ahead.