The NBA partners, Disney, NBCUniversal, and Amazon, did not initially assign specific values to the WNBA in their initial bids for game packages worth $2.6 billion, $2.5 billion, and $1.8 billion, respectively, according to sources familiar with the matter. The NBA then collaborated with Endeavor Group’s media consulting team, led by Karen Brodkin and Hillary Mandel, who valued the WNBA rights at approximately $125 million per year.
Given the rising interest in the WNBA due to star rookies Caitlin Clark and Angel Reese, the NBA negotiated with its media partners to allocate an average of $200 million per year for the league. The partners, Disney, NBCUniversal, and Amazon, have agreed to review the value after the 2028 season, with the $200 million yearly cost serving as a minimum value for the league’s rights.
The league will evaluate a possible increase in rights based on various factors like TV ratings, expansion, and changes to the season structure. The partners are not obligated to pay more after the reassessment, but they are encouraged to do so.
Midway through the current season, the WNBA has already seen 16 nationally televised games surpass the 1 million viewership mark, setting a league record. Commissioner Cathy Engelbert noted the increase in attendance and viewership for the league.
The WNBA also has the opportunity to generate additional revenue through partnerships with other media companies and by participating in an advertising revenue share if certain targets are met. External media deals could bring in an estimated $60 million in annual revenue for the league.
Contributions to this report were made by CNBC’s Lillian Rizzo and Jess Golden. NBCUniversal is the parent company of CNBC.
