The WNBA is experiencing unprecedented popularity. Fans filled arenas in the recent season, with rookie stars Caitlin Clark and Angel Reese rising to fame. TV viewership soared, and a lucrative media-rights deal worth $200 million annually for 11 years has positioned the league for even more success.
It marks a significant turnaround for a league that faced revenue challenges in its initial two decades. A clear indicator of “the W” turning a corner is the high interest in its next expansion team, location still to be announced.
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Several potential owners are competing for the franchise, fetching up to $200 million. Notable figures like Patrick Mahomes and Jayson Tatum are among them.
“People see it as a great opportunity and are eager because they feel they can get in early,” said Teresa Resch, president of the anticipated WNBA team in Toronto, set to debut in 2026.
The league’s revenue has doubled from $102 million to $200 million between 2019 and 2023. Attendance, even without the draw of Clark, increased by 29% from 2023 to 2024, nearly double the growth in the previous year, stated sports economist Frank Stephenson.
“The WNBA is definitely on a positive trajectory, evident from their expansion team announcements,” he remarked.
This has been a long-awaited moment for women’s basketball enthusiasts: a flourishing league that is here to stay and thrive.
The selection process for the next host city is fluid, explained Fran Harris, a former player now spearheading bringing a team to Austin. Other candidate cities reportedly include Philadelphia, Denver, St. Louis, Houston, Milwaukee, and Kansas City.
WNBA Commissioner Cathy Engelbert shared that the league is eyeing 10 to 12 locations for its 16th team, with Cleveland being the latest bidder.
The heightened interest in women’s sports signifies a changing landscape, noted sports economics professor Victor Matheson.
“The owners are in it for more than just money, or at least they can be,” he stated.
For years, WNBA games struggled with limited TV coverage and unstable timings. Several teams folded due to financial losses. But this trend has shifted recently with intentional investments bringing about positive changes in the league.
Expansion bids have attracted record prices with strong backing from NBA franchise owners in the same cities. Season ticket deposits for the new teams are in high demand.
“I believe we’ll see individuals willing to invest more and incur financial losses to be part of the women’s sports movement,” said Matheson.
Successful bidders are banking on the WNBA’s long-term financial viability, as explained by sports economics professor Dennis Coates.
This news excites long-time fans like Jenny Nguyen, owner of the Sports Bra in Portland, Oregon, eagerly anticipating the return of the WNBA to the city.
“It’s remarkable to see where women’s sports stand now, building on hard work and limited resources,” she remarked.
Resch, the Toronto team president, stressed the importance of maintaining momentum in the evolving women’s sports landscape.
“We need to keep pushing ourselves if we want the league and women’s sports, in general, to grow,” she emphasized.
Expansion presents more opportunities for players, leading to negotiations for better compensation and working conditions.
“Opting out isn’t just about bigger paychecks – it’s about claiming our rightful share of the business we’ve built,” said Seattle Storm forward and WNBPA President Nneka Ogwumike.
Exciting times are ahead for women’s basketball, bringing new avenues for players and greater recognition for the sport as a whole.
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