The WNBA’s new media rights deal includes a price reevaluation after the 2028 season to reflect the league’s increasing popularity, according to sources familiar with the agreement.
The deal, part of a broader $77 billion NBA agreement with media partners, is valued at $2.2 billion over 11 seasons, averaging $200 million per year. This agreement involves Disney, NBCUniversal, and Amazon, who did not assign specific values to the WNBA in their initial bids for NBA game packages. The NBA collaborated with Endeavor Group’s media consulting team, led by Karen Brodkin and Hillary Mandel, to assess the WNBA rights value, which was estimated at about $125 million annually.
Due to rising interest driven by star rookies like Caitlin Clark and Angel Reese, the NBA successfully negotiated an average of $200 million per year for the WNBA rights. Disney, NBCUniversal, and Amazon have agreed to reassess this value after the 2028 season, with the $200 million per year serving as a minimum. The reevaluation will consider factors such as TV ratings, league expansion, and potential changes to the regular season or playoffs. Although media partners are not obligated to increase payments post-reevaluation, they will be incentivized to do so.
The WNBA has seen significant growth, with 16 nationally televised games surpassing the 1 million viewership mark this season, setting a league record. WNBA Commissioner Cathy Engelbert highlighted the league’s success, noting, “To open the season, we have seen our highest attendance in 26 years and repeatedly set viewership records. A lot of our teams are up triple digits in attendance.”
The league can also generate additional revenue through partnerships with other media companies, including local broadcast station groups such as Scripps and Ion. These external media deals could contribute an estimated $60 million in annual revenue through advertising revenue shares if specific metrics are met.
The WNBA’s proactive approach to reevaluating its media rights deal underscores its commitment to capitalizing on its growing popularity and ensuring fair compensation for its rising viewership and attendance.
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