WNBA Revealed as the Fastest Growing Brand of 2024

The WNBA experienced unprecedented growth in 2024, driven by strategic marketing initiatives, strong player performances, and the league’s ability to engage new and existing fans. The season saw a record-breaking 54 million unique viewers across multiple platforms, including ABC, CBS, ESPN, and Scripps’ ION. This marked the league’s largest broadcast audience 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 surged as well, with over 2.35 million fans attending games—a 48% increase from the previous season. The league also recorded 154 sellouts across its teams, a 242% jump compared to last year, reflecting the growing popularity and excitement surrounding WNBA games.

Off the court, the WNBA capitalised on its momentum with increased visibility and strategic marketing. Data from Morning Consult highlighted elevated public perception, with more U.S. adults reporting exposure to positive messaging about the WNBA than in previous years.

Player partnerships with major brands further strengthened the league’s presence in mainstream culture. Companies such as Delta Air Lines, Bumble, New Balance, Skims, and CarMax formed, or renewed, sponsorships with WNBA athletes, ranging from rising rookies to established stars. Meanwhile, the league’s 2025 Bay Area expansion team, the Golden State Valkyries, secured key partnerships with CarMax and Kaiser Permanente, even before drafting its first player.

Additionally, the WNBA announced the awarding of expansion teams in Toronto and Portland, set to join the league in 2026 with each paying a $50 million franchise fee. These developments, alongside the league’s expanded broadcast agreement with Disney, NBCUniversal, and Amazon Prime Video, further position the WNBA for sustained growth. The $2.2 billion media rights deal will deliver games across 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 stature. 

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