From Momentum to Money: The WNBPA Makes A Statement
They said EXACTLY what they said.
The 2024 WNBA season marked a monumental chapter in the league's history. With record-breaking attendance and ratings, the brand has never been stronger. Off the court, the Women’s National Basketball Players Association (WNBPA) made a pivotal decision by opting out of the current collective bargaining agreement (CBA), opening the door for a new negotiation process. This strategic move is a testament to the league's growth and the players’ recognition of their leverage in shaping a future that benefits everyone involved.
Gratuitous Shout Out!
Yep, I’m a homer…
I’d be remiss if I didn’t take ANY opportunity to celebrate the New York Liberty winning their first WNBA Finals Championship—the first New York team to bring the ‘chip home in 51 years. Damn, this is the first one I’ve seen as a real-life New Yorker. Say what you want; Imma tell you what you can’t do, though: take this celebration and this ring away. Shout out to the SQUAD: JJ, Sab, Stewie, KT (who won on her birthday), Nyara doing big things in Game 5, Ivan, General Sloot, Buckets (she was battling injuries all season, but Betnijah is a huge part of the heart of this team), KB, our rookies: Jaylyn, Marquesha, and big shot Leonie, Coach Brondello, the staff, and MAKE SURE ELLIE GETS HER RING TOO!
But I digress, let’s get back to the business at hand…
The WNBA’s Evolution: Building a Strong Brand Over 28 Years
Shout out to SYLVAIN for working on this visual identity. Low-key, I wish I worked on it too…
Since its inception in 1996, and its first official season in 1997, the WNBA has been evolving from a new league into a respected, influential, and culturally significant entity. It has become a cornerstone of professional sports in the U.S., offering fans a high-caliber product on the court and a platform for advocacy, empowerment, and visibility off the court. Over nearly three decades, the league has expanded its fan base, commercial partnerships, and media presence—much of which was highly notable and noticeable this season.
This growth has not been easy, but it has been driven by a relentless commitment to promoting not just the sport but the values it represents, led by the league’s players. The WNBA has differentiated itself by staying true to its mission of diversity, inclusion, and empowerment. By doing so, they’ve been able to forge an authentic connection to its core audience that has been instrumental in its brand development, laying the foundation for increased viewership, fan engagement, and recent sponsorship deals.
You can even look at how they celebrated the league’s 25th season—which was better thanseason the NBA's 25th —and the increasing interest in women’s college basketball as a critical lynchpin in league growth and interest.
Expansion Signals Confidence in Growth
The Golden State Valkyries will be joined by teams in Portland and Toronto in 2026, and possibly another in 2028.
The league’s plan to expand from 12 to 15 teams by 2026 is a clear indication of its belief in the sport’s growing appeal. Expansion is a bold step that requires substantial resources, but it also demonstrates confidence in the league's direction and future profitability. As markets for women's sports continue to grow globally, new teams can bring fresh narratives, local fan engagement, and more opportunities for revenue generation. For the players, this expansion creates a larger ecosystem that can support more athletes, more opportunities, and, ultimately, a larger share of the league's financial success.
In addition, this type of growth can create higher stakes and more passion for the sport, this league, and its teams. Stakes and sports go hand in hand, and the higher the stakes, the more attention and engagement there is.
A Record-Breaking 2024 Season
The 2024 WNBA season shattered records in attendance and viewership, affirming the growing enthusiasm for women’s basketball. For instance, the All-Star Game saw unprecedented fan turnout, while marquee matchups consistently dominated sports headlines and social media chatter. Additionally, brands such as Nike, Google, and AT&T expanded their partnerships with the league, recognizing the marketing power of the WNBA’s players and fanbase.
These milestones are more than just statistics; they reflect a shift in cultural perception and increased recognition of the league’s entertainment value. Fans who are here to stay are drawn to the athletic excellence displayed on the court and the league’s authentic embrace of social issues, player-driven initiatives, and community engagement. As a result, the WNBA is in the midst of securing a solid foothold in mainstream sports culture, amplifying the voices of its athletes and the stories they wish to tell.
Why the WNBPA’s Decision to Opt Out Is Strategically Smart
With a year to negotiate a new CBA, the WNBPA’s decision to opt out of the current agreement is a shrewd one. The momentum from a record-setting season along with the league talking so much about ways to grow, gives the players significant leverage. This decision echoes the players’ message to the league: they are no longer willing to settle for an agreement that does not reflect the league’s growth, revenue potential, and the vital role they play in its success. Not to say the business side doesn’t matter, but the conversation and the viewership is absolutel driven by the players.
Historically, women athletes have been underpaid compared to their male counterparts, and while the WNBA says they are making strides in bridging this gap, there is still much work to be done. The players’ ability to collectively opt out reflects a deeper understanding of the business of sports; they are aware that they are not just athletes but also key assets driving the league’s profitability and cultural resonance.
From the view of viewing and working with successful businesses, branding is about creating and delivering on a promise that resonates with your audience. The WNBA players, by opting out, are not just renegotiating their salaries—they are challenging the league to deliver on the promise of equality, recognition, and shared success that has been central to its brand positioning and messaging. And, lest we forget, the players continue to exercise numerous options connected to playing basketball and making good money while the inequities in the WNBA continue to exist. In order for the WNBA to be without viable rivals for the players, it will be necessary for The W to provide further investment and equity for the players.
The Brand of the WNBA Matters More Than Ever
In recent years, the WNBA has done an excellent job of establishing a strong brand identity. It is a league that stands for something and that is incredibly valuable in today's market. Brands that are purposeful and consistent in their message create a deeper connection with their audience, which translates into loyalty and revenue. The WNBA’s commitment to social justice, equity, and diversity resonates with fans and sponsors in search of making a stand alike. This alignment between brand values and audience expectations is a key reason why the league has been able to sustain and grow its fan base.
Their brand strength emanates authentically—once again, through the players the most—and the ability to adapt while staying true to your core. Furthermore, their recent success can be attributed to their ability to build off what they’re saying and finally embrace new trends, platforms, and strategies to engage with fans. This adaptability is also why the players' decision to seek a more favorable CBA is timely. This league’s strength is measured in numbers and in its ability to evolve and meet the demands of its key stakeholders—in this case, the athletes.
The Players Are in a Great Position
Given the league’s upward trajectory, the WNBPA’s stance is both pragmatic and forward-thinking. Players are not asking for handouts; they are asking for a CBA that reflects the value they bring to the league. With rising revenue, increased sponsorship deals, and plans for expansion, the WNBA has more opportunities to grow its brand—and the players deserve to share in that success. The 2020 CBA was considered by some a step in the right direction, but the landscape has changed dramatically since then. A new agreement should include increased revenue sharing, better pay, and continue to build on improved travel conditions, and more comprehensive health benefits.
As highlighted in recent articles from The Gist, Yahoo Sports, and Sportico, the WNBPA has identified clear priorities for the upcoming negotiations: pay equity, improved working conditions, and enhanced support for players’ long-term health and development. These demands are not just about fair compensation—they are about creating an environment that allows players to excel both on and off the court.
Lessons from Past Missteps
The WNBA’s past struggles offer important lessons. Historically, the league was slow to capitalize on digital platforms, social media, and streaming opportunities, which delayed its ability to grow a larger, emerging fan base. However, in recent years, there has been a concerted effort to address these areas, resulting in increased engagement and fan interaction. The league must continue this trend by addressing the players' needs more proactively.
Ignoring the players’ demands would be a step backward and would risk alienating the athletes who are the heart of the league’s brand and jeopardizing the goodwill that has been painstakingly built. By listening to the players, the WNBA can take another step towards avoiding repeating past mistakes and move toward a future where both the league and the athletes thrive together.
Conclusion: A Path Forward
The decision by the WNBPA to opt out of the current CBA is a bold and necessary move. It underscores the importance of leveraging momentum to advocate for a better future. The WNBA is on the cusp of a new era, one where it can continue to grow as a leading sports brand. But that growth will only be sustainable if it invests in the players who drive its success.
For the league, this is an opportunity to set a new standard—not just in women’s sports, but in the sports industry as a whole. By forging a new, player-friendlier CBA, the WNBA can demonstrate that it is serious about growth, equality, and shared success. For the players, this is about more than contracts and salaries; it’s about respect, recognition, and building a legacy that ensures the WNBA’s continued relevance and prosperity for years to come.
Lastly, since a brand’s true strength is revealed in how it handles transitions, The WNBA has the chance to prove its strength by embracing this transition, investing in its players, and continuing to build on the foundation of growth and authenticity it has laid over the past 28 years. Now is the time for the WNBA to listen, adapt, and thrive.
Respectfully yours,
/S/
A True Fan #SEAFOAMSZN is in full effect.