JOURNAL ARTICLE

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

  • Published In: Harvard Business Review, 2025, v. 103, n. 3. P. 35 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Engelbert, Cathy 3 of 3

Abstract

The article focuses on the strategic transformation and growth of the Women's National Basketball Association (WNBA) leading to its record-breaking 2024 season. Since its founding in 1997, the WNBA experienced fluctuating success until Cathy Engelbert became commissioner in 2019 and implemented a player-centered, stakeholder-focused, and fan-driven strategy supported by significant investments in marketing and digital infrastructure. Despite challenges including the COVID-19 pandemic and social unrest, the league secured a $75 million capital raise and expanded its organizational capabilities, culminating in unprecedented increases in viewership, attendance, merchandise sales, and media rights deals in 2024. The WNBA’s evolution reflects a long-term commitment to sustainable growth, inclusivity, and elevating women’s professional sports.

Additional Information

  • Source:Harvard Business Review. 2025/05, Vol. 103, Issue 3, p35
  • Document Type:Article
  • Subject Area:Women's Studies and Feminism
  • Publication Date:2025
  • ISSN:0017-8012
  • Accession Number:184306468
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