Creating a New Paradigm for the Business of Women’s Sports

Challenge:After a record setting 2023 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 full translated into full credit for the strength and stability of the WNBA’s business and 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 among media messaging, 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:

• WNBA signed the largest media deal in women’s sports history, valued at $2.2 billion
• Named ​one of the most innovative companies in sports by Fast Company
• Highlighted value and engagement of WNBA fanbase to brands, driving a dramatic increase in sponsorship revenue ​
• Secured top-tier coverage in high-impact outlets that included custom messaging designed to influence priority stakeholders