• Loading stock data...
Thursday, September 18, 2025

NBA Taking Notice of Women’s Basketball Momentum

WNBA commissioner Cathy Engelbert attended Wednesday's Jr. NBA event.
Courtesy of the NBA.

The NBA is “tripling down” on its investment in girls’ basketball as part of efforts to grow the youth game amid an uptick in broadcast viewership at the college and WNBA levels. 

“We are doubling and tripling down on our investment in girls’ basketball. We see that as a huge priority from an equity perspective and continuing to grow the game perspective for both our NBA and WNBA business,” David Krichavsky, NBA SVP and Head of Youth Basketball Development, told FOS Wednesday at the Jr. NBA Conference in New York City.

Krichavsky oversees U.S. operations for the Jr. NBA, the league’s youth basketball program with events that reach more than 40 million youth across 160 countries. Last summer, the NBA and WNBA launched Jr. NBA Leagues, a network of youth basketball leagues for girls and boys ages 6-14 in cities across the U.S.

ESPN’s broadcast of the 2023 WNBA Draft was the league’s most-watched in 19 years. LSU’s NCAA championship win over Iowa on ESPN averaged 9.9 million viewers, making it the most watched women’s college basketball game on record. BetMGM also reported a 30% year-over-year increase in betting handle for this year’s women’s college basketball tournament.

“The momentum that exists in women’s basketball at the WNBA level and the NCAA level, with the record viewership and engagement they had around this year’s NCAA tournament, is absolutely trickling down to the youth level,” Krichavsky said. “We are very much trying to seize that momentum to grow girls’ participation. Women’s basketball is surging, and we’re working hard to capitalize on that momentum.” 

Kids in Jr. NBA Leagues play in licensed jerseys from NBA and WNBA teams, and participation is expected to reach 500,000 per year by 2027. The Jr. NBA also operates Her Time to Play, a free curriculum for girls that pairs on-court training with off-court life skills and aims to increase coaching opportunities for women in youth sports.

More than 28 million people ages six and over in the U.S. played basketball at least once in 2022, ranking as the country’s most popular team sport and youth sport. Jr. The 40 million kids in Jr. NBA programs is down from its peak 60 million kids served before the pandemic, which is why Jr. NBA Leagues was launched. 

“The pandemic took trends and accelerated them. As it relates to the professionalization of youth sports, it was the travel programs that continued to thrive in the pandemic that bounced back right away. Recreational play shut down and didn’t come back as strong, which is why a program like Jr. NBA Leagues is so essential,” Krichavsky said. “It’s designed to elevate recreational community-based play, working with a network of national partners like Boys and Girls Clubs,YMCAs—community-based organizations that may not require you to travel around the country to play or pay huge fees.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Valkyries Debut Season Sets Stage for Free-Agent Buzz

The Valkyries were eliminated in the first round on Wednesday.
Adriunna Brown

Business Is Booming for WNBA’s Top Beauty Pros

A network of stylists is shaping how players look, feel, and perform.

Silver: My Comments About Basketball Highlights Were ‘Misconstrued’

The NBA commissioner spoke at the Front Office Sports Tuned in summit.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.

Ryder Cup: Secret Service Key to Smooth Trump Attendance

Trump’s attendance at the US Open delayed the men’s final.
Sep 14, 2025; Bridgeview, Illinois, USA; Portland Thorns FC midfielder Olivia Moultrie (13) kicks the ball past Chicago Stars FC defender Sam Staab (3) during the second half of a match at SeatGeek Stadium.
September 16, 2025

NWSL Beefs Up Media Deal With More CBS, ESPN, Adds Victory+

The NWSL has been locked into its existing deal since last year.
September 16, 2025

Adam Silver Walks Back Claim He’d Never Heard of Aspiration

Adam Silver spoke at the Front Office Sports Tuned In summit.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Sep 14, 2025; Las Vegas, Nevada, USA; Las Vegas Aces guard Jewell Loyd (24) gestures to a teammate after scoring against the Seattle Storm in the first quarter during game one of round one for the 2025 WNBA Playoffs at Michelob Ultra Arena.
September 15, 2025

Aces Surge From Collapse to Contention With Dynasty at Stake

The turnaround started after a 53-point loss to the Minnesota Lynx.
September 15, 2025

Tush Push Debate Heats Up in Eagles Win, Ex-NFL Rules Chief Sounds..

The Eagles are continuing to run the quarterback-sneak play.
September 14, 2025

Most NFL Home Teams Opt to Honor Charlie Kirk Before Games

Several NFL teams playing at home on Sunday recognized the late activist. Some did not.
September 14, 2025

Crawford-Alvarez Bout Draws Biggest Crowd in Vegas Boxing History

Record attendance, a big gate, and growing ambitions mark the high-profile bout.