- Dawn and Cascade signed lifestyle creator Ann Michael Maye to front their 2026 NFL game-day and holiday cleanup campaign.
- The collaboration highlights kitchen hosting tips with Dawn Powerwash and Cascade Platinum Plus, alongside a sweepstakes sending two fans to Super Bowl LXI.
- This marks Maye’s first partnership with the dish care brands, expanding her commercial roster alongside recent multi-brand deals.
Procter & Gamble dish brands Dawn and Cascade, the Official Dish Cleanup Partners of the NFL, have partnered with lifestyle creator and baker Ann Michael Maye for the 2026 football season.
Known to fans as the “First Lady of New England,” Maye leads the campaign by sharing game-day hosting routines, lucky pregame recipes, and kitchen cleanup tips using Dawn Powerwash and Cascade Platinum Plus.
The initiative also launches the Dawn and Cascade Super Bowl LXI Sweepstakes, giving two fans a four-day, three-night trip to Super Bowl LXI in Inglewood, California.
Maye has reached several major career milestones over the past year. In December 2025, her viral “Bakemas” series on TikTok took off, inspiring her January 2026 NBC10 Boston show Beyond Bakemas and a game-day flight partnership with JetBlue.
In June 2025, she married New England Patriots quarterback Drake Maye, who led the Patriots to an appearance in Super Bowl LX in February 2026.
This campaign marks Ann Michael’s first official deal with Dawn and Cascade. It builds on her growing commercial portfolio; she recently starred in CarGurus’ “A Drive in the Life” campaign alongside her husband. The couple also signed a multi-year deal as brand ambassadors for L.L.Bean.
Drake Maye similarly expanded his commercial presence by fronting Abercrombie & Fitch’s 2026 NFL campaign alongside Justin Jefferson and Jaxson Dart, in addition to existing deals with Gillette and Betterment.
Both Dawn and Cascade bring an established history of high-profile talent endorsements to the campaign. Dawn previously partnered with Grammy-winning singer Jennifer Hudson for its wildlife rescue initiative and worked with Today co-host Jenna Bush Hager on environmental education. Cascade previously teamed up with comedian Kenan Thompson to tackle post-meal “dish dread”.
Takeaways
Procter & Gamble’s decision to tap Ann Michael Maye shows how modern sports marketing is looking beyond the football field. Rather than relying strictly on jersey-wearing athletes, consumer goods brands see real power in creator partners who speak directly to the lifestyle and food audience.
Game days generate massive meal preparation, and placing a relatable, trusted baker at the front of a cleaning campaign turns dish duty into a natural part of football entertainment.
As lifestyle creators like Maye build their own independent platforms, legacy household brands can reach younger homeowners who value practical domestic tips over conventional commercial endorsements.
Will more household consumer brands sign lifestyle creator spouses instead of traditional athlete rosters to target home entertainment? Does Ann Michael Maye’s rapid brand rise indicate that athlete families will increasingly negotiate joint media packages across multiple product categories?
