The WNBA’s popularity has surged, largely driven by the arrival of standout players like Indiana Fever guard Caitlin Clark and Chicago Sky forward Angel Reese. The league has seen significant growth, with sellout crowds, booming merchandise sales, and increased TV viewership. However, despite these gains, the WNBA remains unprofitable. According to a report by Josh Kosman and Brian Lewis of the New York Post, the league is projected to lose $40 million in the 2024 season, a slight improvement from earlier projections of $50 million. While the NBA holds a 60% stake in the WNBA—rising to 75% when accounting for NBA team owners’ shares—one league executive noted that the WNBA’s financial dependence on the NBA means a windfall for investors is still far off.
The WNBA experienced unprecedented growth in 2024, with viewership up 170% across ESPN networks, 154 sellout games (up from 45 the previous year), and merchandise sales increasing by 601% from 2023. Looking ahead, the league’s financial outlook could improve with a new 11-year, $2.2 billion media rights deal beginning in 2026, which is expected to boost annual media revenue by $100 million. However, the WNBA’s profitability remains uncertain, especially as players are anticipated to opt out of the current collective bargaining agreement by November 1, potentially leading to higher salaries and impacting the league’s financial future.
