The 2025 WNBA All-Star Weekend in Indianapolis served as a vivid showcase of how women’s basketball is transforming into one of the most dynamic commercial opportunities in professional sports. With 25 national brands directly engaging fans at INDY Fan Fest—up from just a few a decade ago—it’s clear the WNBA is no longer viewed as a niche league, but as a fast-growing entertainment property with major economic potential.
These brands—ranging from AT&T and State Farm to Coach, DoorDash, Gatorade, and Dick’s Sporting Goods—aren’t just putting logos on backdrops. They are investing in interactive experiences, co-branded merchandise, custom content, and athlete partnerships. At Fan Fest, activations included basketball clinics, fashion installations, robotic nail stations, and player-designed product drops. The sheer scale and diversity of these engagements reflect a sharp pivot in how marketers value the league’s audience: young, socially conscious, and deeply engaged.
This momentum is backed by data. According to ESPN, WNBA regular season ratings surged by over 170% in 2024, and average in-person attendance rose by nearly 50%. The league’s social media presence has also expanded dramatically, with digital impressions exceeding 2 billion in the past year. These metrics are drawing significant new sponsors who want not just visibility, but alignment with a progressive, inclusive brand. According to marketing consultancy Sponsorpulse, the WNBA now ranks in the top tier of sports properties for brand alignment among Gen Z and Millennial consumers.
Much of this growth is driven by star power. Athletes like Caitlin Clark, Angel Reese, and Sabrina Ionescu have catalyzed a new wave of fan interest. Clark, in particular, has become a marketing phenomenon, with her on-court brilliance translating into off-court impact. Economists estimate her brand partnerships, media draws, and jersey sales could be fueling as much as $1 billion in economic activity in 2025 alone. She recently debuted a signature Nike shoe and leads NIL valuations across men’s and women’s college and pro sports. As these stars draw global attention, they bring brands—and budgets—with them.
The league is also benefiting from increased investment in its infrastructure. The WNBA recently announced a new media rights deal estimated to be worth over $2.2 billion, a significant leap from previous contracts. This infusion is expected to expand team operations, boost salaries, and further professionalize the league’s commercial offerings. Additionally, with teams like the Golden State Valkyries joining in major media markets, the WNBA is strategically positioning itself for national expansion and international relevance.
Jersey sponsorships reflect this upward trend. Front-of-jersey partners now include global players in healthcare, finance, and insurance—industries that have traditionally dominated NBA and NFL deals. The 2025 season opened with 45 league-wide sponsors, a record high, many of whom are investing in multi-year, multi-platform agreements. Beyond visibility, many of these companies are building social impact programs around their partnerships, advancing causes like gender equity in sports, STEM education for girls, and mental health awareness.
This sponsorship surge isn’t happening in isolation. The broader women’s sports ecosystem is also booming. Deloitte projects global revenues from women’s sports will exceed $2.35 billion in 2025, up 25% year-over-year. In the U.S., advertisers are moving swiftly to capture this growth, with more brands shifting budgets away from men’s-only leagues to develop campaigns specifically around WNBA players and audiences.
Cultural relevance is another driver. The WNBA is deeply embedded in conversations about equity, social justice, and inclusion. This has made the league a natural fit for brands seeking to communicate purpose and values—not just products. Companies today want athletes who speak authentically, and WNBA players have long been among the most vocal and active in sports.
Ultimately, the confluence of media visibility, athlete charisma, growing attendance, and strategic brand partnerships is pushing women’s basketball into a new commercial era. The $1 billion sponsorship opportunity referenced by analysts may already be underway—and it’s not just about advertising, but about building ecosystems where players, fans, and brands co-create the future of sports entertainment.
As the WNBA continues to expand into new markets and build digital bridges to a global audience, it’s no longer a question of if women’s basketball is a smart investment. The real question is: who’s getting in early, and who’s being left behind?
