In a move that’s generating both applause and confusion, the Indiana Fever has become the latest WNBA team to make headlines for an unconventional sponsorship. Earlier this week, the franchise announced a partnership with Sequel, a company specializing in feminine hygiene products. The deal sees Sequel named the Fever’s “official tampon partner,” marking a first-of-its-kind sponsorship in women’s professional basketball.
The announcement, delivered through a short video starring Fever guard Lexie Hull, rolled out across the team’s social media channels. Hull, an official brand ambassador for Sequel, appeared on camera to break the news, inviting both players and fans to embrace the new partnership.
As part of the deal, Sequel’s spiral tampons will be provided free of charge to Fever athletes in their locker room, and will also be available in every restroom at the team’s Gainbridge Fieldhouse arena. According to Amber Cox, the Indiana Fever’s Chief Operating Officer and General Manager, the initiative is designed to remove barriers for women and girls, allowing them to “enjoy the game of basketball with comfort and confidence.”
A Bold Step—But Not Everyone’s On Board
While the partnership aims to address a genuine need—ensuring easy access to menstrual products for female athletes and fans—the online response has been anything but unified. Social media platforms quickly lit up with hot takes ranging from praise for breaking taboos to outright bewilderment.
“Gosh—this is so weird,” one user commented beneath the Fever’s video. Another wrote, “WTH? Are you kidding me? We can’t get better sponsors than that? Play ball!” Some questioned the professionalism of the sponsorship, asking, “Guys, what are we doing, literally find any other sponsor. You are not doing these girls any favors.”
Still, others saw the partnership as a necessary step toward normalizing conversations about women’s health. “I get it. It’s a feminine hygiene product and very much a part of life for women, but dang!” another fan reflected, revealing the discomfort many feel about bringing menstrual health into the sports marketing spotlight.
The video itself drew attention for Lexie Hull’s delivery, with one viewer joking, “She’s doing everything she can to not bust out laughing.” Another speculated, “She must have lost the half-court competition today.” Not everyone, however, saw the humor: “Dudes can’t comprehend that a women’s basketball team would have a tampon sponsor,” a fan noted, highlighting the gendered dynamics at play in the conversation.
Behind the Brand: Sequel’s Mission in Women’s Sports
Sequel, the brand at the center of the conversation, is hardly a random pick. Co-founded by former athlete and engineer Amanda Calabrese and Greta Meyer, the company aims to fill a crucial gap in the world of women’s sports—offering high-performance menstrual products designed specifically for active lifestyles. The Fever hinted that many of their fans may already be familiar with Sequel’s offerings, underlining the practical value the partnership could deliver for both athletes and spectators.
“By offering free Sequel products to our Fever family, both on the court and off, we’re making sure everyone can focus on the game and not worry about comfort or access,” Cox emphasized in a press release.
A New Era in Sports Sponsorships?
The Fever’s deal with Sequel is more than just a sponsorship—it’s a statement about the realities of women’s sports, health, and visibility. While major sports leagues often rely on partnerships with beverage, automotive, or insurance brands, the Indiana Fever’s move signals a willingness to embrace brands that resonate with the actual experiences of their athletes and fans.
But the backlash also reveals lingering discomfort and stigma around periods—even in women’s sports, where menstrual health can directly affect performance. The mixed reactions raise important questions: Are fans ready for sports teams to tackle real-life issues in their sponsorships? Or is this a step too far for some audiences still adjusting to changing norms?
Guys what are we doing, literally find any other sponsor. You are not doing these girls any favors
— JoshuaLP (@Unknown_Serf) June 26, 2025
Despite the online debate, Lexie Hull’s role as Sequel’s brand ambassador appears voluntary and authentic, contrary to jokes about humiliation or awkwardness. The partnership positions the Fever—and the WNBA as a whole—at the forefront of a growing movement to de-stigmatize women’s health, both on and off the court.
As the Fever prepare for their next home game, fans will not only be cheering on their team, but may also find themselves engaging in a broader conversation about sponsorship, representation, and what it really means to support women in sports.
In a league where every partnership matters, Indiana Fever’s deal with Sequel may have started as a business move—but it’s quickly become a flashpoint in the ongoing dialogue about the future of women’s sports marketing. Whether it’s seen as progress or provocation, one thing is certain: people are paying attention.
