WNBA media rights deals
Prime Video will have coverage of the 2023 WNBA season on Thursday nights, beginning May 25. The streamer has the rights to 20 games for the season, in addition to live coverage of the Seattle Storm for Prime members in Washington.
The WNBA currently has media rights deals with Disney, Paramount, Prime Video, Facebook and Twitch, and last month announced a multi-year deal with Ion to air regular season games on Friday nights.
Last year, the league had its most-watched regular season in 16 years, and momentum from growth of women’s college basketball is expected to carry into the 2023 season.
The WNBA’s deal with Disney runs through 2025, and was worth $27 million in 2021. League commissioner Cathy Engelbert previously told Adweek that WNBA is worth far more than its current deals—with reports indicating a $100 million per year target price tag.
Brands are on board
As media coverage around the WNBA increases, brands are getting in on the action.
CarMax became the WNBA’s latest Changemaker— a marquee sponsorship program designed to help the league overhaul its business—and one that has rapidly transformed the league since commissioner Cathy Engelbert introduced the program.
The deal makes CarMax a core partner for the league as part of a multiyear agreement, and expands an already existing partnership.
The brand is the sixth WNBA Changemaker, joining the ranks of Nike, Deloitte, AT&T, Google and US Bank.
“WNBA athletes are powerful role models for today’s youth through their display of confidence, teamwork and leadership skills, both on and off the court. We hope that by elevating and increasing the visibility of these incredible athletes, we will also help girls in our communities feel inspired and empowered to reach their full potential,” Sarah Lane, vp of marketing at CarMax, said in a statement.
CarMax branding will align with key events on the WNBA calendar, and will be visible in arenas and on the league’s media and digital platforms. The brand is partnering with the league for an initiative that will make WNBA League Pass available for free for the first 10 days of the season, with further opportunities for a free trial throughout the season.
