The Power of Partnerships: How WNBA Commissioner Uses Collaboration to Drive League Growth

Cathy Engelbert, the former commissioner of the WNBA, made significant strides in shaking up the league in its early days under her leadership. In 2019, Engelbert traveled to Las Vegas to meet with the players association to discuss their needs for the upcoming collective bargaining agreement. While Engelbert agreed with the players’ requests for a higher salary cap, she recognized the need to find innovative ways to fund these improvements.

As the former CEO of Deloitte, Engelbert was well-versed in the revenue streams available to sports organizations. For the WNBA, corporate partners and media were the key areas to focus on. Since the league was already committed to a media-rights deal until 2025, Engelbert spearheaded the introduction of the “Changemakers” program in 2020. This program aimed to bring in corporate partnerships that would enhance the league and provide financial support, unlike traditional sponsors.

Through the Changemakers program, the WNBA solidified partnerships with major companies such as Nike, Deloitte, and AT&T. These partnerships have significantly aided in boosting visibility and business transformation for the league. Notably, the WNBA saw a remarkable increase in app downloads and marketing exposure for the league and its athletes.

Moreover, the WNBA’s efforts have not only attracted major sponsorship deals, but they have also paved the way for promising media rights agreements. By expanding viewership and introducing the league on various platforms, the WNBA has set the stage for a potentially game-changing media rights deal beginning in 2026.

Additionally, the WNBA has focused on growing its global reach, increasing fan engagement, and appealing to a diverse lifestyle viewer demographic. Engelbert has also emphasized year-long interest in the league, aiming to expand WNBA League Pass offerings and featuring other women’s sports to create a broader platform around women’s basketball.

Engelbert’s forward-thinking strategies have driven substantial growth and success for the WNBA, highlighting the immense opportunities for women’s sports leagues in the current landscape.

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Rachel Adams

Rachel Adams is your WNBA insider, delivering comprehensive coverage of women’s basketball. With a commitment to highlighting the talent and achievements of WNBA players, she provides game analysis, player profiles, and inspiring stories from the league.