The Women’s Basketball Solution is On Its Way
So, the question still stands; Why is the WNBA failing and what needs to be done to fix it? The word “it” in the question can apply to multiple corners of what the league faces every day. Being the third installment essay of a semester-long subject, let us glaze over what has been learned. As per their website, the WNBA is 27 years old but has never turned a profit. Money has become such a struggle in the league that it has affected nearly every aspect of their product. With not enough money to go around, things like mass marketing, app performance, event planning, and percentage earnings can all be lackluster.
The other side of it all is the horrible reputation they have. Surrounded by stereotypes and heated narratives, often the mention of the name WNBA is stated in an argument over their merit. Politics, player personalities, and gameplay are all things that don’t often get a lighter side in the eyes of the loudest critics. So why is it worth it? Why keep around a league where on the surface it seems to be a waste of time and money? The real way to fix it starts with all of us, the fans.
Why Does it Matter?
In terms of what we need as a people, no league is a necessity. Football, baseball, hockey, and basketball. For the average person, it is only a pastime. A source of entertainment, like going to the movies for a weekend. So no, this paper will never straight up tell you that the world NEEDS any sports league for that matter, college or pro. But what the world lives on is a different story. As a people we need culture. We need competition and a source of livelihood. That truly is the other side of the sports we watch and play.
We see the world of sports a whole lot different than any athlete striving to make the game they love their job. Picking from the pools of time, effort, work, talent, and money, an athlete's job application to a pro league, even the WNBA, is the hardest to be accepted in the world. And even harder to keep employment. It is a lot more serious, on the other side they see no other options advocating for the work they have put in. Again, for us, it is only entertainment, but try telling that to the independent wrestler who has to perform every week so they can get enough money for the next hotel room they need to stay at. Of course, that isn’t the life of a WNBA player, but it is for some that want to be one. And that is my long version of saying, the WNBA is the world to somebody, just like any other league.
Solution Time
In a world full of problems for the WNBA, that is probably the best thing going for them. It will make sense with this short explanation. The WNBA is as much a sport as it is a business. Most, if not all, issues within a business are often interconnected. Why does the WNBA lack marketing value? Because they don’t have the funds for it. Why do people think the WNBA athletes suck at basketball? Because the marketing strategy could do better at displaying their skills. It is just a big hot mess with the largest pillars being funding and reputation.
But there is good news to be had! In these past few seasons, the WNBA has been focusing on finally getting their money problems in order. So far it is going great! Last year, the WNBA finalized its plan in raising money from investors. 75 million to be more precise. This has been labeled the largest capital raise for a women’s sports property. After a full evaluation, the league has been valued at over one billion dollars for the first time. All this information comes from a CNBC article written on February 3rd, 2022. The article also taps into recent successes in viewership reflecting the 25th anniversary season. According to Disney-owned ESPN broadcasting, regular season views have gone up almost fifty percent since the 2020 season, and 24% since 2019.
Cathy Engelbert, WNBA CEO shared a few thoughts on the plan to manage such a capital gain, “We have the opportunity to blow up our digital footprint and think about what direct to consumer means... marketing our stars into household names both here in the U.S. and globally" (Stankiewics, 2022). I find that last part to be very important, and here is why. A large investment of millions is great in any situation but the next moves taken are more important than ever.
Certainly, if the league is no bigger than it already is by the time the original investment is all dried up, this will be a gargantuan failure. Having all the money in the world is fine and dandy except for the part that every sports league is still fan based and needs a brighter reputation given their actual product; basketball. Bleacher Report writer, Andrew Willis writes an article simply titled "What's wrong with the WNBA?" back in 2008. It is a little old for a research paper but this will carry my point. He says a lot of things about the WNBA in a way he finds most honest. "The WNBA is failing because it's boring...Ultimately the WNBA is going to have to find something or someone to market" (Willis, 2008). He goes further into detail with examples that sound silly if you prioritized the WNBA over the NCAA or Sue Bird over Tracy McGrady.
Despite being 14 years apart these articles have some repeated ideas. The CEO wants household names, the fan wants storylines and heated rivalries. Both share the importance of marketing someone with the intention of appeal. Big names are something every sports business needs because the fans love storylines almost as much as the art itself. People like Lebron James, Tom Brady, and Alex Rodriguez, especially in a world where storylines are prioritized, Guys like John Cena and The Rock are known universally at this point. These names have been some of the biggest needle movers in terms of merchandise sales, viewership, and overall success of the brand. The point is, even nonfans know who these people are.
Going back to the 2008 article, they suggest a major market push for Candace Parker, who of course at the time was a younger player and today she is one of the most successful ones. But only recently do I think she is finally reaching that level of familiarity with good marketing and branding. It really showcases the time Willis wrote about this. We can observe that women’s basketball has never been better. Like any sport, the women playing have evolved as athletes. And since Parker was evidently the sign of the new age, getting her on the alternate cover for the NBA2k game was smart. But how can we start getting passionate about these players?
From time to time, significant sporting events or moments can create memories we will never forget, and just recently women's basketball did that. Earlier this month every Iowa and LSU fan knows exactly what happened in the world of women's basketball. In very dramatic fashion, LSU wasted Iowa in the women’s NCAA championship game. There was a lot of controversy around the referee's decisions during that game. Left a lot of people mad. A lot of people left very happy. In the few days following that game, my social media feeds were full of takes about that game. About how LSU players lack class, about how Iowa players didn’t get a real chance to play. That very night I was walking to my car and a few drunk Iowa fans were walking home from the bar and one guy looked at me, "MAAAN, LSU SUCKS!" and to that, I thoroughly smiled despite being an LSU fan myself. The thing that people aren’t understanding is all this drama is good for women’s basketball. Hatred and passion go hand in hand when it comes to a product you are emotionally attached to. And the Women’s championship game got a lot of folks interested in the stories this sport can offer. A lot of people will never forget the names Caitlyn Clark and Angel Reese, and they just sparked more ticket sales and viewership for the next season. But what about when they eventually get drafted to the WNBA?
Just like how Candace Parker was something to look forward to, these women are going to bring new interest to the league with the fans they’ve already accumulated. It is up to the WNBA to market them as the stars they truly are and grow the brand with them. That is at least the promise that CEO Kathy Engelbert will try to uphold, but what is something all of us can do?
As mentioned, many times in this paper there is importance in the fanbase. It is up to all of us who already enjoy women’s basketball to provide a safe, non-biased invitation for others around us to enjoy it. Invite a friend or two to watch tonight's WNBA game. Or if you live locally to one of those teams, invite them to a game in person. Everyone knows what the WNBA is, but nobody can name a team or any player and that is the real problem. As a fan, spread awareness, spread interest. The WNBA is starting to take care of what they need to do, it is up to all of us to share what we love with the ones around us. I recommend watching the Aces as they are the best team going into the 2023 season starting May 5th.
-Isaac William Joesph
Works Cited:
Stankiewics, Kevin “WNBA raises $75 million in a first-ever funding round, valuing entire league and teams at $1 billion” cnbc.com February 3, 2022.
Willis, Andrew “What’s Wrong with The WNBA?” bleacherreport.com June 23, 2008
