The WNBA experienced remarkable growth in 2024, driven by strategic marketing initiatives, strong player performances, and engaging with new and existing fans. The season attracted a record-breaking 54 million unique viewers across multiple platforms, including ABC, CBS, ESPN, and Scripps’ ION. This marked the largest broadcast audience for the league in 24 years. ESPN platforms alone averaged 1.19 million viewers per game, a 170% increase from the previous year, while CBS Sports and ION also reported significant viewership spikes of 86% and 133%, respectively.
Game attendance also saw a surge, with over 2.35 million fans attending games—a 48% increase from the previous season. The league recorded 154 sellouts across its teams, a 242% increase compared to last year, indicating the growing popularity and excitement around WNBA games.
Off the court, the WNBA capitalized on its momentum with increased visibility and strategic marketing efforts. Data from Morning Consult highlighted a positive shift in public perception, with more U.S. adults being exposed to positive messaging about the WNBA compared to previous years.
Player partnerships with major brands further solidified the league’s presence in mainstream culture. Companies like Delta Air Lines, Bumble, New Balance, Skims, and CarMax formed or renewed sponsorships with WNBA athletes, ranging from emerging rookies to established stars. The league’s 2025 expansion team in the Bay Area, the Golden State Valkyries, secured key partnerships with CarMax and Kaiser Permanente even before drafting its first player.
Furthermore, the WNBA announced the addition of expansion teams in Toronto and Portland, set to join the league in 2026 with each paying a $50 million franchise fee. These developments, along with an expanded broadcast agreement with Disney, NBCUniversal, and Amazon Prime Video, position the WNBA for sustained growth. The $2.2 billion media rights deal will bring games to ABC, ESPN, Peacock, Prime Video, and a forthcoming ESPN streaming platform, enhancing the league’s accessibility and exposure.
The WNBA is set to expand to a 44-game regular season and seven-game finals in 2025, reflecting its growing prominence.
Subscribe to the free Ministry of Sport newsletter or become a MoS Member for additional benefits, including event ticketing and professional development opportunities in the sports business.
