It was not so long ago that the WNBA was somewhat of an open secret. The talent existed. The passion was undeniable. But access? Visibility? Not so much. The fans spent years scouring to watch games, get player updates, or even be able to find team merchandise. But now, in 2025, it’s not so much a spike in views or attendance change.
Something more profound has shifted. More deliberate. The WNBA has harnessed something brands across the world have been struggling to figure out for decades: connection. Not with catchy taglines or impersonal promotions but with something far more intimate: storytelling. And more specifically, the WNBA’s storytelling via athletes.
The rise didn’t happen by accident
If you watched the league in 2024, you’ll know it was a season of a lifetime by every definition. Breakout fan attendance. Record-setting TV ratings. Nearly two billion social media video views. But what kept it stuck with you wasn’t merely an extraordinary crop of rookie talent or sold-out stadiums.
Behind the scenes, the league marketing team was creating something greater – a personal, bold, and honest brand identity. They did not simply offer talent. They were offering people a reason to care. To feel something.
And that’s the greatness of WNBA’s storytelling through players. It’s not merely performance data. It’s who they are, what they stand for, and how their lives become connected to the people watching.
Turning players into storytellers
Let’s take a moment to appreciate what the WNBA did differently. Instead of rolling out a generic league-wide message, they centered their 2025 campaign around individual players. The season’s new campaign, cheekily titled “Viewer Discretion,” warns fans, in the best possible way, of what to expect from players like A’ja Wilson, Caitlin Clark, Angel Reese, and others.
Each ad doesn’t just show game footage. It tells a story. One about grit. One about dominance. One about overcoming. These mini spotlights aren’t just marketing pieces; they’re moments of connection. Fans see parts of themselves in these athletes, or parts of who they want to be.
This is WNBA’s storytelling through athletes in full effect. It’s storytelling with real depth, not just hype.
The ripple effect with brands
Brands took notice. And not just the usual suspects in sportswear and energy drinks. Companies like Skims, Mattel’s Barbie, and Ally Financial have all stepped into the WNBA space, not because it was trendy, but because it made sense.
These athletes are more than players. They’re icons, role models, and culture-shapers. When a player wears a brand, shows up at a major event, or headlines a campaign, it feels authentic. It lands. That authenticity, that weight, it’s exactly what many brands have been craving in a world of forced endorsements and over-polished influencers.
And for brands, aligning with WNBA’s storytelling through athletes means they’re not just selling a product. They’re becoming part of a bigger cultural story.
What entrepreneurs and marketers can learn from this
If you’re building a brand, whether that’s your own small business, a line of products, or even your own personal brand, there’s a lot you can take away from the WNBA’s playbook.
First of all, cease pushing product first. Push people first. Consumers today are hungry for connection, not commercials. They must know who you are, why you do what you do, and how your story intersects with their story.
Second, don’t be afraid to go deep. The WNBA wasn’t afraid of real stories. They didn’t over-produce. They embraced the uniqueness of each athlete. Whether that was accepting vulnerability, showing ambition, or exposing pure dominance, they made room for it.
This tactic, WNBA’s storytelling through athletes, isn’t just marketing. It’s community-building. And once people feel like they’re part of your story, they’re far more likely to be invested in your journey.
Keeping momentum going year-round
Another shift worth noting? The WNBA didn’t go quiet in the off-season. Through platforms like Unrivaled, players stayed front and center, not just in basketball, but in fashion, pop culture, and media.
Five years ago, the league’s visibility dipped after the finals. Now, its presence runs year-round. Athletes are showing up at the Met Gala, headlining sneaker launches, and sharing real-time moments with fans online. That’s a masterclass in brand consistency.
WNBA’s storytelling through athletes isn’t seasonal. It’s a full-time marketing strategy. And the payoff? A growing fan base, a surge of new viewers, and brand partners who are more invested than ever.
The main takeaway
What the WNBA is doing today isn’t good marketing. It’s human marketing. It’s a reminder that folks don’t connect with logos; they connect with stories, emotions, and values.
Whether you’re running a brand or building one, take a cue from the W. Let your people lead the narrative. Let their stories carry the message. And trust that when it’s real, when it’s personal, and when it’s rooted in truth, people will show up.
That’s marketing’s future. And due to WNBA storytelling through its players, it’s already here.
FAQ’s
- How do I build a brand that actually connects with people?
Start by telling real stories, not just about your product, but about the people behind it. - Do I need to post content even when I’m not launching something?
Yep, showing up in the quiet seasons helps people remember you when it gets loud. - What kind of content works best if I don’t want to feel salesy?
Go for honest, behind-the-scenes stuff; it builds trust without forcing the sell.