Written By The Women’s National Basketball Association (WNBA) and E.W. Scripps Company, a media conglomerate, announced a partnership in early April aimed at boosting the league’s profile by increasing exposure to its games on free-to-air television.
Under the agreement, Scripps will broadcast 27 regular-season games on its network of local TV stations, including the Bounce and Laff channels. It marks the first time that the WNBA will have games broadcast nationally on free TV since 2016.
The deal is a significant step for the league, which has struggled to attract large audiences on cable television. The WNBA has often been relegated to niche cable networks such as ESPN2, limiting its reach and visibility.
The move towards free TV is a response to the shift in viewing habits of younger generations, who are increasingly turning to streaming services and digital platforms to consume sports content. In a statement, WNBA commissioner Cathy Engelbert acknowledged the importance of making games accessible to fans.
“We are thrilled to work with Scripps to bring more WNBA games to more fans, on more platforms,” Engelbert said. “The free, over-the-air distribution of WNBA games on Scripps’ networks will broaden the league’s reach and deepen its connection with fans.”
The partnership is also a win for Scripps, which has been expanding its sports programming in recent years. The company acquired the sports news website Sportsmanias in 2019 and launched a free streaming service, Doozy, last year that features original sports content.
The move towards free TV and the partnership with Scripps could be a significant boost for the WNBA, which has faced challenges in building a robust fan base. The league has struggled to generate revenue, with players often earning far less than their counterparts in the NBA.
Despite the challenges, the league has made progress in recent years. The WNBA saw a 68% increase in viewership during the 2020 season, and several players have become household names, including Breanna Stewart, A’ja Wilson, and Sabrina Ionescu.
The partnership with Scripps could help the league build on that momentum, as it seeks to expand its reach and generate more revenue.
In a statement, Scripps CEO Adam Symson expressed excitement about the partnership and the opportunity to showcase the league’s talent to a wider audience.
“The WNBA features some of the best athletes in the world, and we are proud to bring their talents to new fans through our networks,” Symson said. “We look forward to working with the WNBA to build a larger audience for the league and its players.”
The deal is set to begin on May 29, when the New York Liberty take on the Indiana Fever. It will be interesting to see how the partnership plays out and whether it leads to increased interest in the league and its players.
