Opinion: Cheryl Miller is Right on WNBA Media Deal
ENTERTAINMENT / SPORTS / OPINION
Basketball Hall of Famer and 2024 WNBA All-Star team head coach Cheryl Miller's recent statements regarding the WNBA's new media rights deal shed light on a critical issue facing women's basketball today. The reported $2.2 billion, 11-year deal, while a significant increase from past agreements, falls short of recognizing the league's true potential and growth.
Historical and Current Context
The new media rights deal, averaging $200 million annually, is a marked improvement over the previous deal, which brought in about $50 million per year. Despite this increase, the WNBA’s share remains a small fraction compared to the NBA's $76 billion deal over the same period. This disparity underscores the ongoing undervaluation of women's sports in the media landscape.
Growth of the WNBA
The WNBA has seen unprecedented growth in recent years. This season, in particular, has been electrifying, fueled by the arrival of dynamic rookies like Caitlin Clark and Angel Reese. Their unofficial rivalry has captivated fans, drawing significant attention to the league. This scenario is reminiscent of how Victor Wembanyama and LeBron James drew new interest and excitement to the NBA during their respective rookie seasons. As Miller pointed out, “We're going to continue to get better and better. All you have to do is look at, you know, college basketball and what's coming next, the next wave, the next wave of excitement”. More popular and electrifying players like Flau'jae and Juju Watkins are currently blazing a path in the NCAA, speaking to the potential for more growth in the future.
Moreover, the timing of the current WNBA season coincides with the Summer Olympics, which enhances the league’s visibility. Historically, Olympic years have boosted interest in basketball, with players showcasing their talents on an international stage and returning to their professional leagues with increased fan followings. The WNBA stands to benefit from this momentum, as the season pauses for the Olympics and resumes immediately after.
Impact of Media Exposure
One of the critical issues with the current media rights deal is the limited exposure it provides. Many WNBA games are not easily accessible to a broad audience, often relegated to less prominent channels or streaming platforms. Increased visibility on major networks would undoubtedly boost viewership and interest. Just giving more viewing options alone will help to grow the interest of the game, which is why the right deal is an incredible investment with boundless potential for all parties involved.
Financial Comparisons
To put the media deal into perspective, an annual distribution of $200 million translates to approximately $16 million per team per year. In contrast, an $8 billion deal would provide around $58 million per team annually, bringing the WNBA closer to the financial standards of the NBA, where the operating budget averages about $70 million per team per year.
The Path Forward
Miller emphasized the need for "tough and fair negotiators and visionaries" to push for a more equitable deal. She believes the WNBA deserves more than what has been negotiated, pointing to the consistent growth and increasing marketability of the league. The WNBA Players Association echoed these sentiments, highlighting the league's expansion in viewership, attendance, and fan engagement. "There is no excuse to undervalue the WNBA again," stated Terri Jackson, executive director of the WNBPA.
While the new media rights deal is a step forward, it does not fully capture the WNBA's potential or current momentum. Increased investment and visibility are crucial for the continued growth of women's basketball. The league needs a media deal that reflects its rising popularity and ensures its sustainability and growth in the long term.
Cheryl Miller's call for a more substantial media rights deal is a call to action for stakeholders to recognize and invest in the future of women's sports. The WNBA has proven its value, and it's time for media partners to match that with appropriate financial commitments. 👓
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