Anoushka Parakh

Media’s Impact on the Growth of the Women’s National Basketball Association (WNBA)

Started June 26, 2024

Abstract or project description

This paper examines how sports media coverage through television, print and digital media platforms, and social media, has impacted the cultural and economic growth and development of the Women’s National Basketball Association (WNBA) and the league’s ability to evolve into a reputable, respected, and widely-followed organization. The recent surge in the WNBA’s popularity, viewership, and revenue, coinciding with Caitlin Clark’s entry into the league and a corresponding rise in media coverage, highlights a possible connection between media attention and league development. Therefore, this analysis is especially timely in exploring that correlation further and how it has shaped the WNBA’s broader trajectory over time. This paper draws on historical media coverage trends, archival newspaper research, viewership and ratings data, prior studies on women’s sports media representation, analysis of media networks’ social media platforms and websites, and recent shifts driven by Clark’s emergence into the league. The findings reveal that while early underinvestment in media coverage limited the WNBA’s growth, recent surges in visibility have played a critical role in advancing both the league’s cultural relevance and economic expansion. These insights underscore the transformative power of media and emphasize the growing need for equitable media representation in advancing women’s professional sports more broadly.