The Commissioner of the WNBA on Transforming the League Ahead of a Breakout Season

To new followers and outside observers, the WNBA's success in the 2024 season might have seemed sudden. As star rookies Caitlin Clark and Angel Reese entered the U.S. women's professional basketball league, it set records for TV viewership, game attendance, social media engagement, merchandise sales, and media and sponsor revenues. However, it took years of hard work and preparation to get to that turning point. Founded in 1997, the WNBA had struggled through ups and downs in its first two decades. When Cathy Engelbert became its commissioner in 2019, it had big ambitions and a strong brand and product, featuring high-quality play and exceptional athletes, but it lacked resources. She set out a new guiding strategy centered around players, fans, and other stakeholders and intentional investment in marketing and digital capabilities, underpinned by a focus on sustainable growth. Thanks to a postpandemic capital raise, she and her team were able to execute on that strategy.