The WNBA may be experiencing a surge in popularity, but the numbers tell a much more complicated story. According to an October 18 report, despite the sellout crowds that have packed arenas for this year’s WNBA Finals between the New York Liberty and Minnesota Lynx, the league is still bleeding money. Investors, including many NBA owners, are beginning to grow restless as financial losses persist with no immediate signs of turning a profit.
The WNBA, which is still majority-owned by the NBA with a 60% stake, will end the 2023 season with a projected $40 million loss — an improvement over earlier forecasts of $50 million, but still far from profitable. These losses inevitably filter back to NBA owners, who have been footing the bill for years with little to show in return. Reports note that some of these stakeholders are pressing NBA Commissioner Adam Silver for answers. Notably, New York Knicks owner James Dolan has been lobbying behind the scenes for greater transparency about when the WNBA might finally become self-sustaining.
To mitigate these financial woes, the WNBA has plans to expand both its regular season and playoffs in hopes of generating more revenue. Commissioner Cathy Engelbert has framed these changes as critical steps toward building a sustainable future for the league. Yet, while expansion may drive growth, it also means higher operational costs — and there are no guarantees it will reverse the league’s financial trajectory anytime soon.
Despite these challenges, there are reasons to believe the WNBA could be on the cusp of a breakthrough. The league’s rising popularity is driven by household names like Caitlin Clark, Angel Reese, and Paige Bueckers — athletes who have already captivated massive audiences in college basketball. The arrival of prospects like JuJu Watkins adds further momentum, promising to draw more fan interest in the coming years.
Imagine if the WNBA capitalized on players like Caitlin Clark and Angel Reese instead of almost seemingly create a culture war. Many remember Magic vs. Bird, which drove the NBA to new heights. The two were notorious fierce rivals but instead of playing politics they cooperated and cashed in.
Incredible incompetence.