Podcast Summary: "The Impact Of Business In The WNBA" No Offseason: The Athletic Women's Basketball Show
Release Date: September 22, 2023
Hosts: Zena Keda, Chantel Jennings, Sabreena Merchant, Ben Pickman

Introduction

In this episode of No Offseason: The Athletic Women's Basketball Show, hosted by Zena Keda and Ben Pickman, the discussion delves deep into the multifaceted impact of business on the Women's National Basketball Association (WNBA). The conversation explores how star players influence not only their teams but also the broader economic landscape of the sport.

Game Highlights and Team Performances

WNBA Playoffs Overview
Zena Keda begins by recapping recent playoff games, highlighting the New York Liberty's advancement to the semifinals after a thrilling victory over the Washington Mystics, with a final score of 90-85 at [07:09]. Ben Pickman acknowledges Natasha Cloud's pivotal performance in securing this win:

Ben Pickman [08:23]: "Natasha Cloud was the best player in the game, and she was the reason why game two was even as close as it was."

The discussion also covers the Dallas Wings' decisive win over the Atlanta Dream, emphasizing the Wings' dominance in rebounding and their strategic play against the reigning champions, the Las Vegas Aces.

The "Stewie Effect": Briana Stewart's Impact

Economic and Fan Engagement Boost
The core of the episode centers on the "Stewie Effect," a term coined to describe the significant positive impact that Briana Stewart (Stewie) has had on the New York Liberty franchise. Ben Pickman presents compelling statistics illustrating this phenomenon:

Ben Pickman [25:05]: "100% growth in overall ticket sales this year with a plus 200% lift in season ticket memberships entering the season."

Key areas of growth include:

• Ticket Sales: A doubling of retail e-commerce sales.
• Attendance: An increase of over 2,500 additional attendees per game.
• TV Ratings: A 60% year-over-year rise in viewership.
• Social Media Engagement: A 600% growth in overall engagement across platforms.
• Sponsorships: Acquisition of 10 new partners, enhancing the franchise's commercial appeal.

Symbiotic Relationships and Team Investments
The hosts discuss how Stewie's presence has allowed the Liberty to invest more in their team infrastructure, including expanding their performance and medical staff. This investment ensures competitive salaries and year-round support, fostering a sustainable and high-performing team environment.

Ben Pickman [27:12]: "The Liberty have done a really good job tapping into the fan base, too, 1,000%."

Broader Impacts of Star Players in the WNBA

Other Influential Players
Beyond Stewie, Ben Pickman highlights other WNBA stars who mirror her impact:

• Asia Wilson: A Nike-sponsored athlete whose "Cosmic Unity" shoe line has gained significant popularity, enhancing her marketability and the Las Vegas Aces' brand.
• Aaliyah Boston: Her presence has revitalized the Indiana Fever by tapping into her extensive fan base from UConn, leading to increased ticket sales and new partnerships.

Ben Pickman [28:56]: "Aaliyah Boston have been able to tap into some new fan bases and create some new partnerships very directly."

Comparisons to NBA Stars
The conversation draws parallels between Stewie's impact and Michael Jordan's "Jordan Effect," where Jordan's presence significantly boosted the NBA's economic standing.

Zena Keda [23:09]: "What I loved most about this is that you called it the Stewie Effect. And I want to get nerdy about this a little quickly."

Social Media and Endorsements

Engagement Over Numbers
Emphasizing the importance of quality over quantity in social media followings, the hosts discuss how WNBA players excel in engagement, making them attractive partners for brands. Women's athletes are noted to have twice the engagement rate of their male counterparts, enhancing their value for endorsements.

Ben Pickman [37:54]: "Women's sports is good for business."

Economic Opportunities
Zena Keda underscores how high engagement translates to lucrative endorsement deals, which constitute a significant portion of female athletes' income.

Zena Keda [28:56]: "According to a recent Wasserman study, more than 80% of a woman athlete's average compensation comes from endorsement income."

Future Prospects and Potential Superstars

Anticipating Future Impacts
Looking ahead, the hosts speculate on upcoming players who could emulate Stewie's influence:

• Aaliyah Edwards: A standout from UConn with a growing fan base, potentially impactful if traded to a new or expanded team.
• Caitlin Clark and Angel Reese: Collegiate phenoms whose transition to the WNBA could bring similar economic and fan engagement benefits.

Zena Keda [41:29]: "I have three that come to mind... Caitlin Clark goes and anywhere Angel Reese goes, those two are ecosystems or economies of themselves."

Market Dynamics and Team Building
Ben Pickman discusses the strategic decisions teams make, such as offering lower salaries to attract or retain top talent, thereby enabling the formation of "super teams" that drive success and economic growth.

Ben Pickman [33:34]: "If you're able to stay with this team, by winning championships, everybody benefits. Both the city, both the teams, both the individuals."

Challenges and Considerations

Balancing Competitive Drive with Business Interests
The hosts explore the delicate balance athletes must maintain between their competitive aspirations and the commercial pressures that come with increased visibility and endorsement opportunities.

Zena Keda [36:56]: "The symbiotic relationship of if I'm taking a little bit less money, that means that you get to stay on this team. We're going to win, and that helps us one be a winning team."

CBA Improvements and Player Contracts
The conversation touches on the Collective Bargaining Agreement (CBA) improvements that have allowed for better player contracts, enabling stars like Stewie to take lesser salaries for long-term team benefits.

Ben Pickman [33:34]: "The Liberty also... have done a really good job tapping into the fan base, too, 1,000%."

Conclusion

The episode culminates with an optimistic outlook on the future of the WNBA, emphasizing the importance of star players in driving both the competitive and business aspects of the league. The hosts encourage listeners to recognize the significant economic contributions of women's basketball and anticipate continued growth driven by emerging talents.

Ben Pickman [37:52]: "Women's sports is good for business. ... women's athletes are two times more engaged with their followers on social media than, you know, male athletes."

Notable Quotes

• Ben Pickman [08:23]: "Natasha Cloud was the best player in the game, and she was the reason why game two was even as close as it was."
• Ben Pickman [25:05]: "100% growth in overall ticket sales this year with a plus 200% lift in season ticket memberships entering the season."
• Zena Keda [28:56]: "According to a recent Wasserman study, more than 80% of a woman athlete's average compensation comes from endorsement income."
• Ben Pickman [37:54]: "Women's sports is good for business."

This episode provides an in-depth analysis of how individual players like Briana Stewart are not only enhancing team performance but also significantly contributing to the economic viability and growth of the WNBA. Through strategic investments, heightened fan engagement, and effective use of endorsements, the league is poised for continued success and expansion.