I went to my first WNBA game this summer – New York Liberty vs. Las Vegas Aces – and it was such a great experience. I went with one of my brothers in law and two, young nephews and they had been to a WNBA game before. Getting to see Breanna Stewart, Sabrina Ionescu, A’ja Wilson and many others play live was fantastic. The Barclay Center that Tuesday evening in July was filled to the gills, the energy in the stadium was continuously electric, and the game itself was completely engaging.

Since I went to this game, I’ve thought about that experience quite a bit and the potential it brings for fans and partners alike.

The growth of the WNBA is one of the most exciting stories in sports right now – and it’s a nice case study in how leagues can expand reach, deepen engagement, and create real value for partners.

Given that I have a huge consumer database at my fingertips, I started delving into the story of WNBA fans more broadly. A few data points stood out to me:

• Looking at the data since 2020, the share of fans who say they follow the WNBA has been growing steadily – nearly tripling during that almost 5-year span.

• Among NBA fans, crossover interest is skyrocketing – rising from just over 40% in 2022 to nearly 70% today.

• WNBA followers aren’t just watching the game, but they are amplifying their interest – almost 40% of these super fans share sports news daily on social media.

• From a commercial standpoint, the audience is high intent – nearly 60% say they are very likely to buy or lease a car in the next 90 days.

• These fans are also big travelers – more than 70% of WNBA fans are planning to travel in the next month, and nearly half of them travel three or more times a year for pleasure.

While I was at the New York Liberty game I noticed multiple brand activations. The one from Pinterest stood out especially. Every time the Liberty scored, the Pinterest logo flashed on the big screen (smart placement). The Liberty beat the Aces 87-78, so Pinterest had quite a few appearances throughout the game!

The combination of fan expansion, cultural influence, spending power and mobility equates to massive opportunity – both for the WNBA and for brands looking to authentically connect with this engaged and passionate fan base.

The growth in interest around the WNBA doesn’t seem to be just a momentary fad. The potential for brands across many categories to connect with fans suggests a burgeoning business opportunity. I’m curious what brands I’ll see next connected to the WNBA.

And, most importantly, I can’t wait to go to my next game.