Latest WNBA CBA negotiation details could impact spring marketing plans

The GIST: After pushing the deadline (again) to reach a new collective bargaining agreement (CBA), the WNBA and WNBPA are back in the news as details emerge on the league’s latest proposal to the players union. While the league is finally offering higher salary maximums and revenue-sharing opportunities, it’s asking for a few big things in return, namely an extended season.

If players are paid more, the league wants to bank more, and one way to do that is by extending its schedule. But lengthening the regular-season calendar may not be an easy fix, especially not for the brands that have already committed to college ball and offseason leagues. So many balls in the air.

The details: The league is open to boosting minimum salaries from $66K to over $225K, and max payouts could reach up to $1.2M with the salary base and revenue-sharing. Team salary caps would jump from $1.5M to $5M, but these increases come at a cost.

The league proposed an earlier season start, with training camp potentially tipping off in mid-March — yes, during March Madness. The early start could also conflict with emerging offseason leagues like Unrivaled and Project B, which have quickly carved out space with dedicated sponsors and broadcasters.

The caveat: Adding regular-season games in exchange for a higher revenue share isn’t unheard of — that’s what NFL players agreed to in 2020 for their current CBA, though many players opposed the expansion. The move would curb offseason opportunities for the W’s players, which affects the unique offseason ecosystem in women’s pro basketball.

Additionally, the W season would then overlap with college basketball’s grand finale, making seniors hard-pressed to balance college ball, coursework, and draft prep.On the plus side, an extended season does mean extended exposure, and from a media perspective, that’s good for players, the league, and its affiliated sponsors. But all this may be moot, as the WNBPA is reportedly rejecting the proposal for lack of information regarding pay scale and salary cap, as well as its proposed cuts to player housing.

The advertising and sponsorship impact: Overlapping with the NCAA and Unrivaled could present some challenges for brands that are invested in this specific March timeline. Brands have already committed to Unrivaled and March Madness to differentiate from WNBA partnerships and campaigns, so a W extension into March would complicate current plans.

At the same time, CBA tensions present an opportunity for brands to step in and fill gaps between the league and union, something we’ve seen them do before to close gendered prize pool gaps. Could the league lean on a brand to help with its housing situation the way it partnered with Delta to bring charter flights to players? The only place left to go is up.