Business Case Studies & Business Publications

Looking for the Fast Break: The WNBA Nea...

Freeman, R. Edward...

Case

Looking for the Fast Break: The WNBA Nears a Quarter Century

Freeman, R. Edward; Mead, Jenny; Liedtka, Jeanne M.; Grushka-Cockayne, Yael; Elias, Allison

E-0491 | Published March 1, 2023 | 10 pages Case

Collection: Darden School of Business

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In 2019, as it approached its 25th year, the Women's National Basketball Association (WNBA) faced many challenges. The players were disenchanted with subpar salaries, facilities, and amenities, as well as with their international play, which was necessary to bring in additional income but often had adverse effects on both their health and the league's schedule. There were also labor issues, as the league negotiated a collective bargaining agreement with its players association, as well as declining viewership and a need for more corporate sponsorship. Women's basketball had proved to be popular despite ups and downs over the years, but the challenges—particularly the financial ones—at times seemed overwhelming. Newly appointed WNBA Commissioner Cathy Engelbert and the league leadership had to navigate this thicket of issues in their quest to grow the 12-team league's revenue streams and make it more self-sufficient, improve the overall fan experience by making the league more tech-savvy, and to increase its audience both within the United States and globally.