The WNBA just set an all-time record for sponsor media value during the 2024 regular season, and, believe it or not, a rookie helped lead the charge. With US$136 million worth of media value generated, brands were high-fiving their own logos as they popped up left and right, thanks to basketball’s rising star, Caitlin Clark. Yes, you read that right: Clark alone accounted for 45% of total broadcast value just by stepping onto the court for the Indiana Fever. Talk about “Fever” pitch!
This record-breaking surge in media value didn’t happen in isolation. The 2024 WNBA rookie class, including Angel Reese and Cameron Brink, threw social media into a frenzy, spiking WNBA mentions by a staggering 571% across digital channels. And if you’re wondering if the WNBA’s TikTok game is strong, it’s officially off the charts with a 470% increase in engagement per post. For perspective, WNBA TikTok followers engage like they’re in the final quarter of a tied game, whereas NBA fans are more of a chill, fourth-beer kind of vibe, averaging just 17.07 engagements per 1,000 followers. WNBA? A cool 272.24.
Of course, the brands that came out on top in this social media bonanza were none other than Nike (banking over $30 million), AT&T (with $12 million), and Michelob Ultra (a casual $9.3 million). Michelob may have just been the perfect fit, considering the fans were clearly “ultra” engaged! Gainbridge, with stadium naming rights for the Fever, is having its own victory lap as the top brand in financial services exposure. And all those extra eyeballs? They were definitely appreciating the technical partners’ logos on the uniforms, which generated 207,000 exposures on broadcast and social media platforms. For context: that’s as many views as a pop-star’s latest TikTok dance.
Floor court logos also proved their worth with $12.1 million in broadcast value, staying firmly in the spotlight during those national broadcasts. It turns out, slapping logos on the floor was one of the WNBA’s brightest ideas – it’s like branded merchandise, but no one can step away from it.
The WNBA’s popularity on TV is also heating up, with national viewership skyrocketing – ABC saw a 60% increase, CBS was up by 47%, and ESPN 156%. And the August 18th matchup between Clark’s Fever and the Seattle Storm drew a whopping 2.7 million viewers. Those aren’t just rookie numbers, folks – they’re “holy-smokes-are-you-seeing-this” numbers!
Jay Prasad, CEO of Relo Metrics, described this season as a “pivotal moment in WNBA history.” He also threw in some classic CEO lingo, hinting that brands are finally figuring out that WNBA fans are “passionate” and that the league is an empowerment powerhouse. Translation? This is just the beginning, and sponsors would be wise to buckle up for the ride.
And speaking of the future, the WNBA and its players are in negotiation mode. With the Women’s National Basketball Players Association (WNBPA) opting out of the current collective bargaining agreement early, expect some fireworks as both sides look to establish an equity-based economic model that better aligns with the league’s ever-growing momentum. Until October 31, 2025, all eyes will be on the WNBA to see if it can strike a deal that reflects its newfound powerhouse status – and maybe even get those players a salary that matches their superstar appeal.