Laurel Richie came to the WNBA in May 2011 with no background in professional sports, but the marketing industry veteran has proved to be a quick study. Since taking over the top spot at the WNBA, Richie has steered the league to several key benchmarks. Among those is its groundbreaking marquee sponsorship with Boost Mobile, a multiyear agreement that notably put the company’s logo on WNBA jerseys but also includes a raft of other activation.
“This year is the first of Boost Mobile’s full activation, and I couldn’t be happier,” Richie said. “People are seeing the deepening of the partnership.”
Now, Richie is setting her sights on growing the WNBA’s fan base, particularly in the wake of a 2012 season that saw average attendance dip to its lowest point since the league began in 1997. Under Richie’s leadership, the league this year promoted the success of the WNBA-dominated, gold-medal-winning U.S. Olympic women’s basketball team. The WNBA also helped celebrate (and activated around) this summer’s 40th anniversary of the federal Title IX legislation.
“The focus is now about getting more people engaged and attracting more people to experience the league,” Richie said. “There is opportunity in the outreach.”
— John Lombardo
