WNBA among women’s leagues that see uptake in interest, sponsorship
South Carolina coach Dawn Staley has been around women’s basketball long enough to see the growing pains of a young WNBA league gradually shifting to increased interest in the sport at all levels.
This past WNBA regular season was the most watched since 2006. And storylines were plentiful as the league contended with the detainment of Phoenix Mercury centre and two-time Olympic gold medalist Brittney Griner and the retirement of one of the league’s most popular players in Seattle Storm point guard Sue Bird.
At the collegiate level, Division I football players continue to exponentially out-earn athletes in all other sports. But name, image and likeness deals have been a game changer for female collegiate athletes, particular in non-revenue producing sports. NIL allows women to take advantage of large social-media followings and earn sponsorships with brands like Champs and Adidas.
“The student-athletes are using social media to build their own audiences, which is driving more interest and tune into their sports,” said Blake Lawrence, CEO at Opendorse. “The industry is feeding itself. ... The more marketable the women’s sports athletes, the more engaged their audience will be; the more engaged the audience will be, the more marketable the athletes become.
In August, an independent investigation commissioned by U.S. Soccer found that emotional abuse and sexual misconduct in its pro league were systemic, impacting multiple teams, coaches and players.
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