Candace Parker Not a WNBA Owner Yet, but Her Business Is Booming

Candace Parker retired from the WNBA in 2024. That’s when her side hustles became a full-blown business career.

Just in the last year, she was named the president of Adidas women’s basketball, published a memoir (The Can-Do Mindset) launched a podcast (Post Moves, with Indiana Fever forward Aliyah Boston), and joined an ownership group attempting to bring a WNBA expansion team to Tennessee all since retiring. 

The transition was easy, she says, because she had an eye on becoming an entrepreneur and businesswoman during her playing career. 

“There’s more to life than just playing basketball,” Parker said. 

WNBA players have not yet had the opportunity to gain real wealth through their salaries. Parker is one of the best players in league history, but her WNBA base salary never cracked $200,000 in her 16-year career. She played six seasons in Russia, reportedly signing a one-year contract valued at $1.2 million in 2011. According to Sportrac, Parker earned $1,062,0000 total in her final eight seasons in the WNBA. 

She was still one of the highest-earning women in sports, though, ranking No. 13 on Forbes highest paid female athletes list in 2023—her final season—because of her portfolio of endorsements, which include Adidas, Gatorade, and Google. She made $8.1 million in 2023, according to Forbes, but only $100,000 of her income was earned in the WNBA. 

Since her very first investment, which was in tech, her portfolio has grown to include investments in Los Angeles’ NWSL team, Angel City FC and League One Volleyball while also building out an expansive broadcasting career. Parker recently signed a multi-year extension with TNT Sports where she’ll continue as an analyst for the networks coverage of the NCAA men’s basketball tournament and Unrivaled. 

“The good ol’ boy network is hard to crack sometimes,” Aces coach Becky Hammon said. “She cracked it on TNT. She’s part of that group, and I think that just speaks to her relatability, her knowledge of the game and her work ethic.” 

She will also join Amazon Prime’s first-season of NBA coverage as an analyst alongside Steve Nash, Dwyane Wade, and Udonis Haslem. In 2026, she will contribute to Amazon’s WNBA coverage. 

The Sky retired Parker’s jersey Monday night in Chicago, making her the second WNBA player to have her number retired by two teams after the Sparks sent her No. 3 to the rafters in June. 

The three-time WNBA champion, two-time Olympic gold medalist, and two-time MVP is often credited for revolutionizing the game as one of the first to adopt the point-forward position, but following the ceremony her peers acknowledged her impact off the court. 

Aces guard Chelsea Gray was quick to say “no” when asked if there was another player who stressed the importance of off-court business opportunities like Parker had during their time playing together in Los Angeles and Las Vegas. Gray is in her fifth season with the Aces. 

“In the beginning the conversation was about just getting a seat at the table,” Gray said. “As it progressed, she creates tables.” 

Parker’s ultimate goal: Owning a stake in a WNBA and/or NBA team.

The Nashville group’s expansion bid that Parker was part of was among those that fell short in the latest round in which teams were awarded to Cleveland, Detroit and Philadelphia. All three expansion teams ended up paying $250,000,000 each. Predators owner and former Tennessee governor Bill Haslam led the group—which included Peyton Manning, Faith Hill, and Tim McGraw—and said they will continue to evaluate future opportunities. 

“What’s fueling me is still my love for the game,” Parker said. “It’s just in a different way.”