This season, the Women’s National Basketball Association (WNBA) has seen substantial growth in interest and marketing. From attendance to merchandise sales, the WNBA is seeing results beyond compare to previous seasons. It was not always this way. Women’s basketball has long struggled to reach more popularity in comparison with the men’s league, especially in North America. Its recent success does not mean every issue has been solved, however it is a meaningful step in the right direction for the fast-growing league.
The NBA officially created the WNBA in 1997 consisting of eight teams. At the time, each team was owned and operated out of cities with an NBA team. Their team colors, jerseys, and nicknames had to resemble the NBA team that they were owned by. This changed in 2002 when franchises were allowed to operate out of cities without NBA teams. Its earlier years were dominated by the discontinued Houston Comets. Pioneers, like Cynthia Cooper and Sheryl Swoopes helped shape the league. Cooper was the first WNBA player ever inducted into the Naismith Memorial Basketball Hall of Fame, while Swoopes continues to share the lead for the most MVP awards in WNBA history.
Expansion of the league was a prevalent factor in growth over the following decade, growing to the 12 teams that we see today. Like most new leagues, this expansion was marked with difficulty as the league saw six expansion teams fold within the first 12 years. Today’s teams are owned either independently or alongside NBA counterparts. For example, the most recent champions, the New York Liberty, are owned in part by the Brooklyn Nets. Both teams play at the same arena and share ownership by the Tsai family. The Los Angeles Sparks are the only team that has separate ownership. This comes with its own benefits, as it allows for a focused marketing strategy and brand autonomy. Despite this, there is still a significant financial risk for the owners of the team, due to the disparity between the NBA and WNBA annual revenue.
This year specifically has brought about substantial change in the WNBA outreach strategy. It is clear that there is more interest in the WNBA in relation to previous years. The first reason for this growth is the influx of new players, like Caitlin Clark, Angel Reese, and Cameron Brink, to name a few. Drafted in April 2024, these players have made an impact on the league’s successes given the increased attention on women’s basketball during March Madness 2024. Attracting millions across the country, these players brought millions of fans with them as they entered the league. Clark specifically brought in 2.1 million viewers for her first game with the Indiana Fever.
Viewership is another factor in the league’s growth. ESPN recorded a 170% increase in viewership ratings compared to last season while ABC and ESPN2 also reported their most successful season. NBA TV also had its 13 most-watched games in history after they quadrupled total viewers from last season. The most substantial gain is from girls aged 12–17 whose interest rose 267% in viewership on ESPN, ABC, and ESPN2.
In-person success is prevalent also. All 12 teams saw an attendance increase in double-digits while the Fever averaged 17,035 attendees this year. The Fever also recorded the best-attended game in league history with 20,711 spectators. It was also reported that when Indiana played in Atlanta, Washington, and Las Vegas, all three teams had to move to bigger venues.
This is a pivotal moment for women and girls around the world. Although the league has been in action for 27 years, there have been several barriers to increasing popularity and awareness of women’s basketball. For years, the WNBA has been unfairly criticized for not offering an elite level of basketball. These claims are simply not true. The league must be recognized as one of the first to offer an elite level of women’s basketball. Despite what critics may say, the WNBA has players and teams that dominate year after year. Veterans like Sue Bird and Diana Taurasi paved the way for a new generation of superstars like A’ja Wilson and the recent champion, Sabrina Ionescu.
The future of the WNBA is bright, but further work must be done to end the gender pay gap while advocating for a positive attitude towards women’s sports. This is just the start of a record-breaking future for the WNBA and its players, and with this momentum, the sky is the limit for the league.
