Renewed promotional efforts will be a significant part of the WNBA's strategy in '19NBAE/GETTY IMAGES
The WNBA has "come a long way" as it prepares to begin its 23rd season on Friday, but the league has "reached a crucial moment" in developing its business model, according to Helene Elliott of the L.A. TIMES. Newly named Commissioner Cathy Engelbert, who takes office July 17, said there is an "opportunity to build the WNBA into a thriving business." However, no one before her has "found a successful formula," and the WNBA is "still searching for enough backing from fans and sponsors to loosen its ties to the NBA." Elliott: "If not her, and if not now, will the WNBA ever become self-sustaining?" The NBA has been "patient in funding the WNBA." It can "afford to be," as the league has "deep pockets, and its losses can be written off in the name of supporting diversity." But at some point, NBA owners "might put the bottom line ahead of sentiment." Whether there is "enough interest to sustain a women’s pro league remains the issue." Engelbert and WNBPA Exec Dir Terri Jackson "see promotional efforts that could be made and markets that can be tapped." Jackson said, "Until now, it has struck me as a league that has been understaffed, perhaps under-resourced, without an intentional plan to be great. And I say ‘until now’ because I think we are in a very different place right now" (L.A. TIMES, 5/24).
FADING STARLIGHT? In Hartford, Kelli Stacy notes five of the WNBA’s "most notable stars" -- Lynx F Maya Moore, Storm C Breanna Stewart and G Sue Bird, Mercury G Diana Taurasi and Sparks F Candace Parker -- will be "on the sidelines for part of, or the entire, season." They are "some of the most recognizable faces who often draw big crowds and are displayed in many of the league’s and their respective team’s ads." It would be "easy to look at the amount of talent that won’t be playing in every single game this year and worry about what it means for the WNBA, but coaches and players are trying to keep a positive outlook." There are still "many stars in the league" like Mystics C Elena Delle Donne and Aces C Liz Cambage and F A’ja Wilson. The absences of star players come at a time when the league has "started the process of a 'refresh' of its brand with a new logo." The league is "aiming to draw in new fans, specifically from a younger generation" (HARTFORD COURANT, 5/24).
GOING OVER-THE-TOP: THE ATHLETIC's Lyndsey D'Arcangelo noted the WNBA since partnering with Twitter in '17 to stream live games has "drawn a new group of fans," and that growth "played a large role in the WNBA’s negotiations" with CBS Sports in a broadcast deal signed last month. WNBA COO Christy Hedgepeth believes that streaming games on Twitter has "given the WNBA another mechanism with which to lure new fans." WNBA Twitter broadcasts in '17 "averaged 613,000 unique visitors per game for the 20 games streamed." Although the WNBA’s current deal with the platform does not run beyond '19, Hedgpeth "hasn’t ruled out further discussion with Twitter" (THEATHLETIC.com, 5/22).
