Cathy Engelbert's leadership has led to significant growth in the WNBA, evidenced by an 11-year media rights deal worth $2 to $3 billion.
The intense rivalries and rising star players have dramatically improved viewership and fan engagement, attracting millions of new fans to women's basketball.
Deep dives
Expansion of the WNBA
The Women's National Basketball Association (WNBA) is experiencing significant growth, with plans to expand from 13 teams to potentially 16 or more. The recent announcement of new teams in the Bay Area, Toronto, and Portland reflects the increasing demand for women's basketball. Each team comprises 12 players, bringing the total to 156 players this season. This expansion is expected to enhance the league’s competitiveness and attract more fans, contributing to its overall popularity and visibility in the sports world.
Increased Viewership and Rivalries
The rise of star players and rivalries, particularly between Caitlin Clark and Angel Reese, has greatly improved the WNBA's television ratings, attracting tens of millions of new viewers. These rivalries are critical in generating interest, as fans often tune in for competitive matchups and familiar names. While the social media environment can be harsh, with players facing misogyny and vitriol, the excitement of the sport has led to record viewership numbers, including an average of 1.2 million viewers last season. The league is leveraging this popularity to further enhance its brand and attract sponsors.
Negotiating TV Deals and Financial Progress
The WNBA has secured a historic 11-year media rights deal worth $2 to $3 billion, allowing the league to capitalize on its rising profile. This financial boost supports initiatives like charter flights for teams, which aim to improve player experiences significantly compared to past practices. Despite facing challenges, the majority of teams are making strides toward profitability and reinvesting in infrastructure to enhance their operations and attract talent. Moving forward, the league plans to negotiate additional media rights deals, which may further increase revenue and player compensation.
From being the first-ever female CEO of a Big Four consulting firm, Deloitte, to being appointed commissioner of the Women’s National Basketball Association in 2019, Cathy Engelbert says basketball ran in her DNA — so it seemed like a natural next step in her career. Under her leadership, the WNBA has seen significant growth in viewership, sponsorships, and media deals. In an episode of The David Rubenstein Show: Peer-to-Peer Conversations, she discusses her turnaround strategy for the league, her hopes to further expand and globalize the game, and why it’s worth investing in women’s sports. This interview was recorded on March 25 at NBA Headquarters in New York.
