The Women’s National Basketball Association (WNBA) clinched the top spot in Morning Consult’s Fastest Growing Brands report, a testament to its breakthrough year. The league’s remarkable performance was fueled by record-breaking viewership, packed arenas, and an impressive lineup of new corporate sponsors, signaling a transformative moment for women’s professional basketball.
“Growth was determined by taking the share of consumers who said they were considering purchasing from the brand in Q3 2024 (Jul. 1-Sep. 30, 2024) and subtracting the share who said the same in Q1 2024 (Jan. 1-Mar. 31, 2024),” according to Morning Consult.
How did they do it?
The WNBA strategically leveraged rookie sensation Caitlin Clark and the Indiana Fever, transforming broadcast schedules and generating record-breaking TV viewership and game attendance. Strategic partnerships with brands like SKIMS and Glossier amplified the league’s reach, with veteran players like Kelsey Plum and Dijonai Carrington serving as powerful brand ambassadors. By showcasing athletes as both elite competitors and influential personalities, the WNBA expanded its audience and cultural impact.
The WNBA is the only sports league among Morning Consult’s Fastest Growing Brands, sharing the list with innovative brands from food and beverage, streaming, and artificial intelligence sectors.
Scoring Big
The WNBA dominated the list of brands, notching a 3.82-percentage-point surge in purchase consideration among US adults. The league’s momentum transcended traditional boundaries.
- Men’s Market: Ranked fourth-fastest growing, with a 5.03-percentage-point leap
- Generational Reach: Securing 16th place among Gen X and 10th among baby boomers
- Emerging Opportunities: Lower visibility among women (18th), with potential for Gen Z and millennial engagement
The WNBA’s 2024 rise defies historical precedent, answering long-standing questions about women’s professional basketball’s marketability. With a rising pipeline of college talent amplified by NIL (name, image and likeness rules) exposure, the league stands at the cusp of exponential growth, promising audiences far larger and more engaged than ever before.