The WNBA yesterday introduced Lisa Borders as its new President, and she indicated that she wants to "travel, listen to ideas and take stock of what people from all different levels of involvement in the WNBA have to say," according to Mechelle Voepel of ESPNW.com. That method "sounds a lot like" what predecessor Laurel Richie did, but a "big difference is Richie had never been to a WNBA game when she took the job, and she essentially had to learn everything about the league." Borders is "already a fan" of the league, and she was "part of the group that helped bring the Dream to Atlanta." However, she has a number of questions before her, including how the league can be "better marketed." Another issue is how the WNBA, or least some of its top players, can "break through to the mainstream." This is a "matter Borders will be asked about again and again as she becomes the league's ambassador: marketing, marketing, marketing." Voepel: "How does the league do it better and get more out of it? Is there truly a breakthrough -- or a series of them -- to be had?" Mercury F Monique Currie in an email wrote, "A lot of the players want the focus to be on more exposure for our league. This being our 20th season, we are hoping the president will use the excitement around that to find ways to bring in new viewers, fans and sponsors" (ESPNW.com, 2/10). Borders said, "We have an opportunity to listen to every one of our constituencies, understand what we've accomplished and leverage that and make a vision for the future together" ("SportsCenter," ESPN, 2/10).
A LITTLE HELP FROM MY FRIENDS: In N.Y., Richard Sandomir writes Borders’ hiring would appear to be a sign that NBA Commissioner Adam Silver is as "bullish about it as his predecessor, David Stern." Silver, who helped create the league, is "placing some of his hopes of raising the league’s profile in ESPN and in Nike, a marketing partner that will become the WNBA's official on-court apparel provider" in the '17-18 season. Each has "agreed to escalate its efforts to promote the league." ESPN President John Skipper conceded the net's focus on the league “has been intermittent.” But he said that ESPN is "looking for better times to carry games and to show more games, as well as to televise NBA and WNBA games in tandem." Sandomir notes despite the WNBA’s problems, the "quality of play and its depth of talent are greater than ever." There is "no shortage of stars," including Lynx G Maya Moore, Sky F Elena Delle Donne and Mercury G Diana Taurasi, who is "returning from a season away." Silver has said that the league "has not achieved as much as it has expected, and its marketing has not been as strong as it could be." Silver yesterday indicated that it is "not solely Borders’s responsibility to fix areas where the WNBA has underachieved." Silver: "It’s not because of a lack of effort by any single person, but a recognition that the NBA needs to do much more to support the WNBA and do a better job of integrating the WNBA into all our operations” (N.Y. TIMES, 2/11). Borders said, "The most important question to me was whether Adam was committed to the WNBA. Because everything else is a strategy. And there are tactics under each one. ... And Adam answered unequivocally and said, 'I am 1,000% committed to this league'" (USA TODAY, 2/11).
