Here is how one can tell the WNBA is on an upward trajectory.
It is learning the art of getting itself in the news during a time where not too many individuals expected them to be.
As we are on the cusp of the Opening Ceremony of the Paris 2024 Olympics, the W decided to get itself back in the news in a major way.
In what was merely a reported deal prior to All-Star weekend, the WNBA officially announced its new media rights deals starting with the 2026 season.
ABC/ESPN and Amazon are returning – but NBC is also being added. The Draft and All-Star remain with the Disney networks and the Commissioner’s Cup final remains with Amazon.
We have plenty of thoughts on this deal as there is so much to digest. It may be difficult to whittle down all of these thoughts to five – but we will do our best.
Rotation of the Finals
One of the fascinating portions of this deal that drew our attention was how beginning in 2026, the WNBA Finals will be rotated between three entities.
Richard Deitsch of The Athletic tweeted this as far as where WNBA fans can expect to see the Finals starting in two years.
According to this, the rotation will see ABC/ESPN having the Finals every couple of years with the WNBA’s championship round being ping-ponged between NBC and Amazon during years where ABC/ESPN is not airing the Finals.
It may not be exactly what we see with the NFL which rotates the Super Bowl between CBS, Fox and NBC, but it is really close. There were plenty of WNBA fans that already were subscribers to Prime Video already given Amazon does air exclusive games not to mention documentary content such as “Power of the Dream.”
This will certainly help Amazon as even more fans flock to the streaming outlet.
Amazon
Here is where things may get a bit controversial – the idea of a sport having its championship series on a streaming platform as opposed to traditional linear television.
If we were still talking a few years ago, this idea would have been even more controversial but cord-cutting has led to many former cable subscribers ditching cable for streamers.
Not to mention the WNBA has been heralded for having a relatively young fanbase so it is easier to sell streaming to them than it would be someone of older age.
More sporting entities are placing some of their major events on streaming platforms, so it makes sense that the WNBA would do the same. Plus, Prime only has the Finals three times under this new arrangement.
Making dollars and sense
The reported dollar-amount of this new pact is another thing that will draw the attention of many. This new deal is reportedly worth $2.2 billion.
While it certainly is a record haul for the W (and should lead to more money for player contracts), there are plenty of individuals who believe that number should be even higher. Cheryl Miller, who was the coach of the Team WNBA All-Stars last weekend in Phoenix, repeatedly said that figure should be higher and that the W needed a “bully” in that negotiation room.
NBA
Here is what may make certain individuals scoff at this deal – the fact that it is linked to the NBA and the men’s association has been consistently seen as a thorn in the WNBA’s side when it comes to business.
The overall deal for the NBA will see it net $76 billion. The $2.2 billion that the WNBA is receiving is less than three percent of the overall bag secured by the NBA.
Attendance and interest are up. Media attention is up and so are valuations of the WNBA teams. The W is expanding to at least two new markets in the next few seasons and it wants to be at 16 by 2028. And there are still signs that the NBA is still undervaluing the W.
Make it make sense…
New partners?
What does make sense is the idea that this may not be it for the WNBA in terms of television arrangements.
It is very likely, as was mentioned in the WNBA’s official press release, that new partners may still be coming down the pike.
We will eventually see who those new partners will be, but many fans may hope that CBS and Ion Television stay on board as WNBA-only television partners. Ion has had great presentation of the WNBA and marquee games are being moved from CBS Sports Network to big CBS with CBS production.
