The WNBA is Big Business For Fashion
Professional women's basketball is proving to be a substantial business opportunity
Of all the major sports that Americans typically watch, basketball was king in my house while I was growing up. I played for almost a decade until a misdiagnosis of a heart condition derailed my “high school career”. My dad played college basketball at New Mexico State in the 70s (we still have a picture of him shooting over Larry Bird). I went to countless Spurs regular season and playoff games over the years and still root for them today. Unfortunately, my exposure to the WNBA was limited as I had only been to a handful of games to watch the San Antonio Silver Stars, who eventually moved to Nevada to become the Las Vegas Aces. Luckily I’ve been one of the many sports fans that have started watching women’s college basketball and the WNBA significantly more in the last few years. But sports fans aren’t the only ones paying more attention to the women’s league. Companies are seeing viewership spike and are flocking to create, renew, and/or deepen partnerships with players, teams, and the WNBA overall.
It’s exciting to see how much this fandom has grown year over year. The league released some wildly successful numbers reflecting last year’s engagement:
The WNBA attracted an all-time record of more than 54 million unique viewers across ABC, CBS, ESPN, ESPN2, ION and NBA TV. A record 22 regular-season game telecasts averaged at least 1 million viewers. The season was consumed for a record 136.29 million hours across all national networks
The WNBA had its highest total attendance in 22 years (2,353,735), up 48% from last season. The league’s 154 sellouts marked a 242% increase from last season (45)
WNBA merchandise sales both online at WNBAStore.com and the flagship location in New York City were up a combined 601% from 2023. In addition, merchandise sales at Dick’s Sporting Goods increased by 233% compared to last season1
Even if all these metrics hadn’t spiked last year, we’re talking about professional basketball. You’ll still find the usual suspects (Nike, Puma, Adidas, etc) supporting teams and players, but fashion companies have really gone out of their way to show their support and capitalize on this moment for women’s sports. Plus, if you’ve ever worked in partnerships before, you know that the longer you wait to create a deal, the more expensive it may become.
Coach
A week after this year’s draft, Coach announced its partnership as the official handbag partner of the league. This partnership is unique because it will be taking audiences through the stories of Paige Bueckers, Hailey Van Lith, Aneesah Morrow, Kiki Iriafen, and Sonia Citron, all of whom were top 12 draft picks. Coach will tell each of their stories in a unique way (they’re currently highlighted on their website but the storytelling aspect is still largely unknown). The brand will also be part of the WNBA Pride program and a sponsor for this year’s WNBA All Star Game. Coach’s Chief Marketing Officer Joon Silverstein has stated, "Coach and the WNBA share a belief in the power of self-expression. We're excited to partner with this league, an organization that uniquely champions individuality, and to support these courageous athletes who are breaking molds both on and off the court, inspiring our audiences to embrace the many possibilities of who they are and who they can be.2"
Off-White
Off-White is the company the famous designer Virgil Abloh started and grew before his passing. Its now owned by Bluestar Alliance, a brand management group that specializes in reviving brands that haven’t done well recently. At the end of last season they announced a multi-year sponsorship with the New York Liberty as their official style curator, coming at a perfect time as the team wrapped up its championship-winning season. Per the team announcement, “the brands will join forces to launch a first-of-its-kind Varsity jacket, release unique fashion capsules each season, drive authentic community programming, and partner with Liberty players to celebrate Women’s History Month, Black History Month and Pride3” Off-White currently sponsors AC Milan and has previously partnered with Kylian Mbappé, Serena Williams, LeBron James, and Draymond Green, so this is perfectly in line with their history of supporting athletes.
Prada
Last year Prada made sure that Caitlin Clark was dressed in the brand head to toe when she was drafted as the number one pick in 2024. The WNBA phenom is a huge fan of the brand and has since been seen wearing Prada in several tunnel fits. Important to note that she is the first person in either the NBA or WNBA to be styled by them not only on draft night, but also throughout the season as well. She hasn’t inked a full sponsorship deal with them yet, but I wouldn’t be surprised if this comes to fruition, or the brand starts doing the same for other women in the league.
Fear of God
Last November, Fear of God announced its multiyear partnership with both the NBA and WNBA. They’ll have league apparel like you see above, but the brand will also make specific team merchandise for the Chicago Sky, Los Angeles Sparks, and New York Liberty. “Sport shapes and informs the emotion, point of view, and the very fabric of what we do and who we are as a brand. Our nuanced understanding of this space and its parallels to fashion are embedded in our DNA. It is truly an honor to embark on a multi-year partnership with the league, collaborating with franchises across both the NBA and WNBA,4" said Jerry Lorenzo, the brand’s founder.
WNBA Website; WNBA Delivers Record-Setting 2024 Season
Fashion Dive; Coach lands partnership with WNBA
New York Liberty Website; Off-White™ Becomes the Official Style and Culture Curator of League-Leading WNBA Team New York Liberty
Sports Illustrated; Fear of God Teams Up With NBA & WNBA on Multi-Year Deal