During All-Star, it used Changemaker Day to introduce local students to leaders from within AT&T during keynote sessions and panel discussions. Its Jr. WNBA x AT&T Series included a basketball clinic and discussion/wellness event hosted by Arielle Chambers that featured both AT&T executives and WNBA players.
Just ahead of the event, AT&T teamed with multi-time WNBA MVP and champion A’ja Wilson, three-time WNBA All-Star and NBA vs. WNBA 3-point Challenge shooter Sabrina Ionescu and touted rookie Kamilla Cardoso. Wilson and Ionescu join AT&T’s new mentorship-focused content series Beyond the Bleachers, while Cardoso adds her story to those of other women in sports for AT&T’s long-running She’s Connected feature.
The brand also gave fans numerous opportunities to meet the players during the event, bringing them into its WNBA Live activation as fans indulged in the multiplayer Slash Court Challenge, got Cabani Manis, made #GRWM videos at Player Poolside Essentials and contributed to a Mural Wall.
“We’ve got a huge responsibility as a major sponsor of the WNBA to set the example,” said Sabina Ahmed, assistant vice president of sponsorships and experiential at AT&T. “There’s still a gap in terms of investment of women in sports, and we want to make sure that you know, these amazing women are getting the support that they deserve.”
Mielle
There are no half-measures for Mielle when it comes to finding athlete and league partners: Only the best will do.
Mielle teamed with Angel Reese when she was on her reigning champion Louisiana State University team. The brand then struck a multi-year deal to become the Official Textured Haircare Product of the WNBA—a league in which 70% of all players have textured hair, according to Mielle brand president Omar Goff.
In February, Mielle announced it was not only bringing aboard multi-time WNBA MVP and champion A’ja Wilson, but University of Southern California star freshman JuJu Watkins. While the brand was able to put Reese at the center of its From One Queen to Another campaign and in-store displays at Walmart, it had far bigger plans for its second WNBA All-Star Game.
