WNBA's "Viewer Discretion" Campaign Builds on Record-Breaking Season
The WNBA is capitalizing on its monumental 2024 season, which saw record viewership, attendance, and social media engagement. The league's success is largely attributed to the rising star power of its athletes, including rookies like Caitlin Clark. Building on the "Welcome to the W" platform, the WNBA is launching a new season-long campaign for 2025.
"Viewer Discretion" Showcases WNBA Stars
The new campaign, titled "Viewer Discretion," playfully "warns" fans about the impressive skills of the league's top players. The campaign features a 30-second anthem spot and individual player-focused ads across various platforms, including broadcast, online, social media, streaming services, and the WNBA app. The campaign will also feature reactive ads based on season developments.
One of the first commercials spotlights 2024 MVP A'ja Wilson, highlighting her dominance on the court. This coincides with the launch of her signature Nike sneaker, the A'One, which quickly sold out, demonstrating the growing influence of WNBA players as brand ambassadors.
Brand Partnerships and Growing Influence
The WNBA's increased visibility has attracted major brand partners like Ally Financial, Skims, and Mattel's Barbie. WNBA CMO Phil Cook, formerly of Nike, discussed the insights driving the "Viewer Discretion" campaign and the league's evolving brand partnerships in a recent interview.
Last year was an anomaly for any league. We gained valuable insights that allowed us to expand our storytelling beyond just the rookie class.
Cook emphasized the WNBA's growing identity within the sports landscape. This year's campaign focuses on showcasing the unique attributes of individual star players like A'ja Wilson, Caitlin Clark, Angel Reese, Napheesa Collier, and Sabrina Ionescu.
Increased Media Coverage and Investment
The WNBA is experiencing increased media attention, with coverage expanding beyond scores and standings to highlight the quality of play, rivalries, and individual athlete stories. Broadcast partners are also investing more in shoulder programming, further amplifying the league's reach.
Unrivaled League Play and Year-Round Visibility
Off-season leagues like Unrivaled help maintain player visibility and fan engagement throughout the year. This ensures WNBA athletes remain top-of-mind and are marketed across various cultural and sporting events, such as the Met Gala.
The WNBA's strategic marketing efforts, combined with the exceptional talent of its athletes, are propelling the league to new heights, attracting both fans and brand partners.
