WNBA union head believes league is worth more than $2.2B broadcast deal

The WNBA is experiencing a historic season, with viewership and attendance reaching unprecedented levels. However, despite this success, the league is projected to lose approximately $50 million in 2024. This financial discrepancy is central to ongoing discussions about the value of the WNBA’s broadcasting rights.

Currently, the WNBA operates as a subsidiary of the NBA, receiving about $15 million annually from the men’s league to support its operating costs. As the NBA negotiates a substantial multi-year media deal — valued at $75 billion with NBC, Amazon and Disney — a portion of this agreement could significantly impact the WNBA. The proposed deal includes $2.2 billion for the WNBA over 11 years, equating to roughly $200 million per season.

However, the executive director of the WNBA’s players’ union, Terri Jackson, has expressed concerns about this valuation. She questioned the rationale behind the proposed figure, and voiced concerns that the agreement undervalues the league, particularly given the surge in interest and engagement with the WNBA this year.

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“We look forward to learning how the NBA arrived at a $200 million valuation — if initial reports are accurate or even close,” Jackson said in a statement. “Neither the NBA nor the WNBA can deny that in the last few years, we have seen unprecedented growth across all metrics. The players continue to demonstrate their commitment to building the brand, and the fans keep showing up. There is no excuse to undervalue the WNBA again.”

While the WNBA’s increased viewership and attendance are positive indicators, they have yet to translate into profitability. The anticipated media rights agreement could be a pivotal factor in changing the league’s financial trajectory, potentially allowing for higher player salaries.

This increase in revenue could reduce the need for WNBA players to compete overseas during the offseason to supplement their incomes. This issue also came into focus in 2022 when Brittney Griner was held in Russian detention for almost 10 months while playing for a foreign league.

The WNBA’s existing broadcasting deal, valued at $60 million per year, is set to expire at the end of the 2025 season. Prior to the start of this record-setting year, the league’s commissioner, Cathy Engelbert, expressed hopes of at least doubling that figure, citing the league’s growth in recent seasons. The new deal being negotiated by the NBA would surpass that goal, more than tripling the WNBA’s annual media rights revenue.