Creating a new paradigm for the business of women’s sports

Challenge

After a record-setting season and with emergent college stars set to enter the league, there was a consensus that “something is happening with the WNBA,” but the buzz had not translated into credit for the strength and stability of the WNBA’s business or standing as a leading sports and entertainment brand.

Approach

Defined the WNBA’s business momentum narrative to create a framework for proactive storytelling
Elevated key aspects of the WNBA’s business strategy, including long-term planning, investment in digital infrastructure, value to corporate and media partners, and cultural relevance of the players
Pursued in-depth media opportunities across print, digital, and podcasts to fully illustrate the WNBA’s business transformation and reach key stakeholders
Used key moments in the WNBA calendar – draft, season tip-off, the All-Star Game – and milestone business moments – viewership records, expansion, new partnerships, media deal – to reinforce business momentum narrative

Impact

Moved the league from #2 in earned coverage (NWSL #1) to a dominant leading position one year later
WNBA surge to its highest levels increasing prime time viewership by 170%
WNBA signed the largest media deal in women’s sports history, valued at $2.2 billion

The WNBA has partnered with Glossier and Skims–now it’s added Opill, the new over-the-counter birth control

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