How the WNBA Uses Partnerships to Grow the League: Commissioner

Engelbert, who had recently retired as the CEO of Deloitte, thought about two big revenue sources in sports — corporate partners and media. The WNBA was tied up in a media-rights deal through 2025, so Engelbert tried the other route.

The WNBA introduced in 2020 its Changemakers program to bring in corporate partnerships that could advance the league. Unlike other partners, these “changemakers,” as the league calls them, provide financial support while also using their assets and expertise to propel the league. One partner, Deloitte, overhauled the WNBA’s app, for example.

The program is one of Engelbert’s key strategies to increase the visibility and reach of the WNBA, which could give the league more bargaining power as it heads into its next media-rights negotiations. Demand for sports rights is booming and women’s leagues have been cashing in; the NSWL recently inked a deal worth 40 times more than its previous one.

The current rights deal for the WNBA, which is coming off its largest regular-season viewership in more than two decades, runs through 2025.

With the Changemakers program, the WNBA originally signed Nike, Deloitte, and AT&T. Nike pledged to help with marketing. Deloitte helped transform the league’s digital business. And AT&T offered technology including unlimited cell service for players.

Google, US Bank, and CarMax are also among the program’s six participants. Engelbert said the league hopes to announce others in the future.

The league has seen results from the program, including an increase in app downloads and marketing for the sport and its athletes.

“These are big companies, big brands, all contributing something,” Engelbert said. “They’re putting significant dollars and significant support behind a women’s sports league. It’s definitely a first of its kind.”

Partnerships are bringing more visibility and business transformation

As more companies rush to make women’s sports part of their marketing plans, the WNBA has brought on 42 sponsorship partners, more than it ever has before.

Companies including Michelob Ultra, Peloton, Skims, and Coinbase have all recently become sponsors of both the NBA and WNBA, which Engelbert credits to the influence of Changemakers program.

“We’re just seeing more and more categories come to us and be interested because they’re seeing these changemakers with big platforms,” Engelbert said.