Women are redefining sports and crushing it in the WNBA

Author: Kari Jackson

Women’s basketball has grown extremely popular over the last year, and this trend shows no signs of slowing down. With superstar players like Caitlyn Clark, Angel Reese, and Paige Bueckers in the game, viewership is at an all-time high. The immense talent within the sport is drawing in viewers and grasping the attention of fans everywhere. During the Women’s National Championship game between the University of South Carolina and the University of Iowa, viewership reached a record high for the most watched basketball game since 2019. This included NBA games, making it even more impressive. During March Madness, the women’s teams reached a viewership of 18.7 million, while the men reached 14.82 million. The switch in the dynamic was a first and proved to many that women’s basketball is changing for the better. The April WNBA draft also beat a record and averaged 2.47 million viewers, which was a 307% increase from the previous year. It was also the most-watched WNBA telecast since 2000. Women’s basketball is breaking records left and right and is anticipated to continue this upcoming season.

• The WNBA was founded in 1996 and they have had a slow claim to fame. With only twelve teams, they have struggled for adequate funding and resources for their players. With the surge in popularity, however, the league raised 75 million dollars to put towards boosting the WNBA. This increase in funding will help build more teams, provide better safety precautions, and improve amenities for players. Players have been pushing for chartered flights for years, but the budget never allowed for that. This year it is changing, and players are able to be chartered to their games. There is also a huge increase in overall security for the players.

• Within the next few years, two more teams will be added to the WNBA in Toronto and California. More teams hope to join in later years with potential areas including, Philadelphia, Portland, Denver, Nashville, and South Florida. With an increase in popularity, the marketing team needed a refresh. In 2019, the WNBA only had one marketing employee, but with the added funds, they now have a marketing team of 26 employees. This boost in their team helps to get their name out there and aid in endorsements.

Companies are not shying away from making brand deals with these hot-shot players. In fact, 83% of brands plan to increase their investment in women’s sports media by 2024, which is huge for the industry. Caitlyn Clark has had astounding success in brand deals, scoring endorsements from Nike, State Farm, Gatorade, Hy-Vee, and many more. The biggest of these brand deals has been Nike. Although it is not set in stone yet, there is a potential eight-year deal giving her 28 million dollars, alongside her own shoe. This endorsement would pay more than the WNBA is paying for her to play. Currently, the maximum amount any WNBA player can receive is $215,000. Nike also outfitted Clark in a shoe where they collaborated with Tiffany & Co. for her first WNBA game appearance. Although this deal is not yet official, it is just a matter of time before Clark seals the deal. Aja Wilson has also signed a deal with Nike, being one of the 13 women to ever sign with them. Companies like Skims, New Balance, CarMax, Glossier, Pepsi, and many others have sponsored the WNBA and helped to grow their brand. It is predicted that these sponsorships are only the beginning and that there will be many more to come.

With the WBNA season in progress, the popularity has become very apparent. Las Vegas, Atlanta, and Dallas sold out of their season ticket packages before the season began, which has never happened before. The WNBA sales have spiked 93% overall compared to the 2023 season. Indiana Fever tickets alone have increased 13-fold, due to the addition of Caitlyn Clark to the team. Due to Clark’s popularity, three games have been moved to larger venues to account for the increase in anticipated attendance. However, the rise in popularity has not yet caught up with telecasting. In the first Chicago Sky preseason exhibition game featuring rookies Kamilla Cardoso and Angel Reese, there was no television coverage. Despite the lack of broadcasting, this game was able to reach thousands. One fan saw the lack of cameras and decided to take matters into their own hands. By livestreaming the game, 500,000 fans were able to tune in and catch the game. This influx of viewership proved that there is a greater need for accessibility to watch WNBA games. The league responded to these wants by saying they are trying their best to get the games televised, but with the funding they receive, there is only so much they can do. They encourage fans to tune into the televised games and show their support for the league. The WNBA is already off to a strong start this season, and they are proving they have what it takes to change the women’s sports industry. With what has been accomplished within the past year, there is no doubt that this league will change the sporting industry for the better.

Aside from their basketball success, the league has also made great strides for the LGBTQ+ community. Almost 30% of the league identifies as a part of the LGBTQ+ community, and the WNBA has changed over the years to support that.

Sue Bird has been a trailblazer for recognition within the WNBA and has been open about her journey as a gay woman. Bird has been one of the most influential players due to her immense talent and astonishing career.  She used her spotlight not only to highlight her talent on the court, but also to bring LGBTQ+ recognition within the WNBA to a new standard. Bird came out to loved ones in 2002 but came out publicly in 2017. She has shared her journey and has encouraged other players to be their authentic selves. By opening up about her sexuality, she has allowed for other athletes to feel confident in coming out. In an industry where this was once frowned upon, it can seem scary to be so open. With more athletes like Bird, the industry is improving, and others are feeling confident enough to come out. With many players within the WNBA being a part of the LGBTQ+ community, the league holds power over the sporting industry as a whole. With the surge in viewership, their platform is essential to help with LGBTQ+ advocacy.