The WNBA has signed an 11-year, $2.2 billion broadcast rights deal with ESPN, NBC and Amazon. The deal marks a significant win for women’s sports, which have seen historic growth in recent years. The new deals, which go into effect in 2026, will see media outlets pay at least $325 million per year to broadcast major events such as the WNBA, Women’s March Madness and the NWSL.
This rise in women’s sports is reflected in the increase in viewership and attendance, prompting broadcasters to invest more. In addition to the major contracts, other smaller broadcast deals have been signed, such as Fox with the UEFA Women’s Euros and Peacock with the USL Super League. The PWHL is also looking to secure a major broadcast deal after its inaugural season, highlighting the growing interest in women’s sports.
Despite this progress, some argue that women’s sports remain undervalued compared to their men’s counterparts. For example, the WNBA’s new contracts represent less than 3% of the NBA’s deals, which are on pace to reach $76 billion over the same period. Terri Jackson, executive director of the WNBA Players Association, expressed frustration with this disparity, noting that the league has seen unprecedented growth and that players and fans deserve greater financial recognition.
However, sponsors and advertisers are beginning to recognize the value of women’s sports. The WNBA’s ad revenue has nearly doubled since 2022, and fans are increasingly engaged with the league’s ads. According to Laura Grover of ad measurement firm EDO, the WNBA’s media expansion represents a seismic shift in the recognition of the value of women’s sports. This landmark deal could pave the way for greater valuation and support for women’s sports in the future.
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