WNBA Secures Potential $3 Billion Media-Rights Deal with New Partners

The Women’s National Basketball Association (WNBA) is poised to significantly boost its media coverage and exposure through a landmark media-rights deal that could reach $3 billion with the addition of new partners.

The existing agreement, involving the NBA, Disney, NBCUniversal, and Amazon, is valued at $77 billion over 11 years. This deal allocates approximately $200 million annually to the WNBA, but projections suggest that with additional partnerships, the league could see its rights fees soar to $3 billion by the end of the term, as reported by ESPN.

Industry insiders revealed that the WNBA anticipates generating more than $260 million annually from its broadcasting fees, a substantial increase from its previous deal. CBS and Scripps Sports, both currently engaged with the WNBA until 2025, are expected to be part of this expansion. Scripps Sports President Brian Lawlor expressed pride in their ongoing investment and commitment to the WNBA, emphasising their role in enhancing the league’s visibility with scheduled broadcasts on Ion TV.

The potential influx of new partners follows a trend seen in the WNBA’s recent history. The league’s media-rights revenue increased from $40 million per year in a partnership with ESPN to $60 million by incorporating Amazon, CBS, and Scripps. This upward trajectory highlights the league’s growing appeal and market value.

The WNBA’s planned expansion to 13 teams next season and 14 by 2026, alongside an increase in regular-season games from 40 to 44, offers additional content for broadcasters, further driving media interest and investment.

Despite its growth, the WNBA’s relationship with the NBA remains a topic of discussion. The NBA’s substantial investment in the WNBA has been pivotal in the league’s development. Former MLB executive David Samson noted the WNBA’s success is closely tied to its NBA affiliation. However, industry voices like Larry Gottesdiener of the Atlanta Dream advocate for more independent ownership to sustain the league’s long-term health.

WNBA Commissioner Cathy Engelbert supports maintaining ties with the NBA, citing the unique advantage of combined offerings in the media market. This partnership has been instrumental in negotiating lucrative deals, reflecting the league’s strategic approach to growth and sustainability.

As the WNBA continues to navigate its rise, the new media-rights deal underscores its growing influence and the increasing value of women’s sports in the broader industry. This significant financial boost and expanded media presence is set to elevate the WNBA’s profile, driving further engagement and growth within the sport.