In a groundbreaking move, the Indiana Fever have announced Sequel, a women-led brand, as their Official Tampon Partner.
The collaboration will make Sequel‘s Spiral Tampons readily available free of charge to both team members and spectators at home games, representing a significant shift in how professional sports teams approach sponsorships.
This partnership arrives shortly after guard Sophie Cunningham, famed for her assertive on-court presence, earned the reputation as Indiana’s “Caitlin Clark enforcer.”
Now, the support behind her and her teammates extends beyond verbal encouragement.
“As part of the partnership, Sequel products will be available to both Fever players and fans, with complimentary Spiral Tampons available in the team’s locker room and throughout Gainbridge Fieldhouse restrooms,” the team confirmed in a press release.
Gone are the sporty days of tobacco, beer, or oversized memorabilia as common sponsorships.
Instead, Sequel‘s partnership reflects a more mindful approach, prioritizing essential women’s health products over traditional giveaways.
For instance, while a hot dog costs a fan $4, popcorn $3, and a soda $5, a tampon will now be provided at no cost, an emblem of shifting priorities in the sports marketing landscape.
A first for women’s health products
This partnership is more than symbolic. It’s believed to be the first time a tampon brand has ever signed on as an official sponsor of a professional sports team.
Lexie Hull, another Fever guard, has already taken on a formal ambassador role for Sequel, underscoring the brand’s integration into the team’s identity.
Sequel is a women-founded and women-led company, making the sponsorship even more poignant.
The brand’s presence at WNBA games subtly addresses period equity, normalizing menstruation in public spaces and sending a message that basic health needs shouldn’t carry a cost.
Beyond Sequel’s initiative, the timing of this partnership is noteworthy. Caitlin Clark‘s arrival on the Indiana Fever roster has amplified attention to women’s basketball, often dubbed the “Caitlin Clark effect.”
Her star power, backed by performances and growing fanfare, likely contributed to creating a fertile marketing ground for brands aiming to align with women’s sports.
Still, one can’t help but wonder: what’s next? Will more WNBA teams follow suit? Will brands offering vital, day-to-day essentials become common signage on courts and jerseys?
The Fever‘s move illustrates a turning point. It’s not just about selling products, it’s about recognizing and meeting real needs.
Beyond fan experience, the partnership is also a nod to inclusivity. It subtly acknowledges that menstruation affects a significant portion of the fan base. By offering free tampons, the Fever aren’t just supporting their players-they’re aligning with the millions of women in attendance and at home.
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