WNBA’s “Rising Tide” Of Popularity Played Key Role In Disney NBA Renewal, ESPN Chairman Jimmy Pitaro Says
deadline.comReflecting on their long-term deal with the NBA, ESPN Chairman Jimmy Pitaro and EVP of Programming & Acquisitions Rosalyn Durant said the rise of the WNBA of late provided extra motivation to renew. “There’s a lot of demand for WNBA content right now, which, from our perspective, is fantastic,” Pitaro said during a press call.
The call was arranged after the league’s confirmation of long-rumored rights deals with Disney-ESPN, NBCUniversal and Prime Video, at a reported $77 billion over 11 years. “We’re looking at a rising tide right now, where we’re seeing our competitors in the industry really get behind women’s sports in general and behind the WNBA,” Pitaro continued. “And that’s a good thing!
We love the momentum around women’s sports in general but especially around the WNBA.” The NBA created the WNBA in 1996, but only in the past several years has it seen a surge in TV viewership and arena attendance.
Rookies Caitlin Clark and Angel Reese, who waged memorable battles in college, have added to the pro league’s appeal, as sports like women’s soccer, college softball and gymnastics have put up stellar ratings. “We’ve been partners with the NBA since their inaugural season,” Durant noted. “It’s no secret, and Jimmy mentioned the numbers and the growth, that women’s sports are ascendant.
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