The WNBA’s strategy of leveraging free trials and accessible streaming options for high-profile events—like the 2025 All‑Star Game—is paying off, both in audience growth and digital advertising revenue.
The league made a notable push to expand its digital footprint by partnering with popular streaming services such as DIRECTV and Disney+. Through DIRECTV’s five-day free trial, new users were able to access key sports networks like ESPN and ABC, allowing them to watch the All‑Star Game at no cost. At the same time, Disney+ integrated the game into its platform alongside ESPN+ and Hulu, making it available to a broader and increasingly digital-savvy audience. This multi-platform exposure removed financial and technological barriers, sparking interest from casual fans and those unfamiliar with the league.
The impact of this approach is already visible. The 2024 regular WNBA season averaged 1.19 million viewers per game—a 170% increase over the previous year. Digital advertising also surged, with ad engagement climbing by 16% year over year. High-profile matchups featuring emerging stars like Caitlin Clark drew three times the typical advertising response, making WNBA content highly attractive for marketers.
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Corporate sponsorships have followed suit. The 2025 All‑Star Weekend in Indianapolis drew interest from 25 brand partners including AT&T, State Farm, Coach, and DoorDash. These companies invested in event activations and digital campaigns aimed at connecting with a younger, more engaged fan base. This surge in sponsorship underscores the league’s growing value as a media property.
The WNBA has also leaned into a digital-first strategy for regular and preseason content. In 2025, four preseason games were nationally broadcast on ION, NBA TV, or ESPN, while the rest were freely available through WNBA League Pass. This marks a significant shift from previous years when preseason games received minimal exposure. The focus on increased availability helps nurture year-round engagement with fans and builds momentum leading into the regular season.
This streaming-centric strategy is set to intensify as the league enters a new media era. An 11-year partnership with Disney, set to begin in the 2025–26 season, includes rights across ABC, ESPN+, and Disney+. Additionally, agreements with Amazon and NBCUniversal will further expand the league’s presence across linear and digital platforms. By focusing on accessibility and embracing new media trends, the WNBA is aligning itself with younger audiences who consume content primarily through streaming services.
Free access to marquee events serves multiple purposes. It eliminates entry costs, making it easier for new fans to discover the league. It encourages continued viewership and digital subscriptions, while also enabling the league to command higher advertising rates. Streaming platforms, with their dynamic ad placement and audience analytics, offer advertisers better targeting and stronger returns on investment. These factors combine to make WNBA broadcasts increasingly lucrative for brands.
Looking ahead, the WNBA is positioned for even greater expansion. The league is planning to introduce new teams in cities like Toronto and Portland by 2026, opening up additional markets and opportunities. Enhanced rights agreements with major media companies ensure widespread distribution, while technological integrations and analytics tools provide valuable insights for future growth.
Overall, the WNBA’s emphasis on free and flexible viewing is dismantling long-standing barriers in sports media. This strategy has already translated into record-breaking streaming numbers, increased ad revenue, and a surge in brand partnerships. As more fans discover women’s basketball through easily accessible platforms, the league is carving out a durable and dynamic presence in the modern sports landscape.
