The WNBA has experienced the kind of transformative season that will go down in history as a turning point for professional women’s sports. Buoyed by the arrival of rookie stars Caitlin Clark and Angel Reese, the league has achieved impressive results.

The WNBA is experiencing a surge in popularity, evident in several key metrics: Television viewership on ESPN platforms during the regular season soared by 170% compared to the previous year. On top of that, the WNBA has relationships with streaming platforms to broaden the league’s exposure on connected TV. The number of games attracting at least a million viewers nearly doubled, with 27 games reaching that milestone.   

Fan attendance also saw a dramatic increase, with a 48% rise in overall attendance and a remarkable 242% jump in sellouts, reaching 154 for the season. This surge in popularity has caught the attention of sponsors, who are now eager to partner with the league.   

But where does the WNBA go from here? It is more than a league. It is a brand. And brands need to be cultivated 365 days a year, seven days a week, online and offline.   

Here’s what the league needs to do in order to achieve true brand transformation.   

Promote Players as Year-Round Stars   

Unlike the NBA, where star players dominate conversations year-round, the WNBA faces a challenge in keeping fans engaged between seasons. Let’s face it: the rivalry between Caitlin Clark and Angel Reese, which captured public attention during their college careers, is a gold mine for PR and marketing.  

To address this, the league needs to promote its athletes continuously – especially Clark and Reese.    

But the league is more than Caitlin Clark and Angel Reese. For example, Sabrina Ionescu of the New York Liberty and her partnerships with companies like Nike and Microsoft has turned her into a recognizable face beyond basketball. But how many people outside the WNBA know about stars such as three-time MVP winner A’ja Wilson of the Las Vegas Aces?    

The WNBA should amplify such stories by using social media campaigns, documentaries, and podcasts to introduce players as cultural icons. This approach mirrors the NBA’s success with off-season narratives involving players like LeBron James and Giannis Antetokounmpo.    

Strengthen Digital Engagement and Technology Use   

The WNBA has seen a 46% increase in social media engagement year-over-year, outpacing the NBA’s growth in several metrics. To build on this, the league should introduce new interactive digital experiences, such as augmented reality (AR) filters or live Q&A sessions on Twitch.   

The WNBA could also develop more innovative partnerships, similar to how the NFL uses live commentary streams with celebrities, like the ManningCast, to engage viewers. Creating opportunities for fans to participate actively—such as voting on MVP picks in real time through the WNBA app—would strengthen emotional ties to the game.   

Build Strategic Partnerships with Sponsors   

The WNBA has evolved beyond being a secondary sponsorship opportunity attached to NBA deals. Key partnerships with brands such as AT&T, Nike, and Gucci have demonstrated the league’s growing cultural relevance. The AT&T jersey sponsorship, for example, gives the brand a prime visual placement that resonates with socially conscious consumers—something rare in professional sports outside of soccer.   

The WNBA should continue to align with companies that reflect its audience’s values. Collaborating with sustainable fashion brands or mental health platforms, for instance, would deepen connections with younger, socially aware fans. Nike’s campaigns with players like A’ja Wilson are a model for future success in this area, blending brand values with athlete stories to engage diverse audiences.   

Improve Relationships with the Media   

The WNBA has faced challenges managing its relationships with journalists, and it’s simply a bad idea to alienate influencers who cover your brand every day. A more transparent and collaborative approach, perhaps through exclusive media events and regular briefings, could develop better relationships with the press.   

By offering reporters behind-the-scenes access and story opportunities outside of game coverage, the WNBA can generate more organic media attention. For instance, documentaries showcasing the lives of players—like Netflix’s “The Last Dance”—would highlight the depth and complexity of WNBA athletes and attract broader interest.   

Expand Grassroots Outreach and International Presence   

Grassroots programs, such as clinics and youth basketball camps, are crucial for building long-term support, in particular to create a pipeline of potential young talent. The WNBA has started making inroads internationally, but more deliberate efforts are needed to tap into global markets. Partnering with local federations and hosting exhibition games overseas could introduce the sport to new audiences.   

For example, the NBA’s success in growing basketball’s popularity in China and Europe offers a template. The WNBA could expand its presence during international tournaments like the FIBA World Cup, positioning its players as global ambassadors for the game.   

Target Younger Audiences Through Social Platforms 

Engaging younger fans is critical to the league’s future. The WNBA has excelled on platforms like Instagram and Twitter, with its teams experiencing nearly 20% growth in followers—outpacing NBA teams like the Brooklyn Nets and Denver Nuggets.   

To keep this momentum, the WNBA should further integrate content creation with fan participation. Initiatives such as player-hosted video diaries on YouTube or challenges on TikTok can foster community engagement. The league’s Chief Growth Officer, Colie Edison, has prioritized digital transformation, a signal that the WNBA understands the importance of staying ahead in the social media game.   

Invest in Data and Analytics to Improve Fan Engagement 

The WNBA’s investment in analytics has already begun to pay off, with fan data driving more targeted marketing campaigns and improved fan experiences. Going forward, the league could introduce personalized content recommendations on its app, much like how streaming platforms suggest shows to viewers. This data-driven approach would create a more tailored experience for each fan, increasing loyalty and engagement.   

For example, data analytics can help the league identify emerging fan trends, such as preferences for eco-friendly merchandise or interest in social justice causes. Understanding these insights allows the WNBA to develop products and campaigns that resonate deeply with its audience.   

Onward and Upward   

In 2026, the WNBA will celebrate its 30th year in existence. By then, Caitlin Clark and Angel Reese will be veterans, albeit young ones. To put matters in context, the NBA was struggling 30 years into its existence in 1976, beset with declining popularity and numerous off-the-court issues with players. It wasn’t until Magic Johnson and Larry Bird emerged as stars during the 1979-80 season that the NBA turned things around. By contrast, the WNBA is operating from a position of strength. If the league takes ownership of its own destiny, who knows how big the WNBA will be?