• Loading stock data...
Thursday, October 30, 2025
Want a chance to win $250 and free FOS gear? Take our quick reader survey. Take the survey here

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

Aug 24, 2025; Washington, District of Columbia, USA; Seattle Storm center Dominique Malonga (14) celebrates with Seattle Storm guard Skylar Diggins (4) during the second half against the Washington Mystics at CareFirst Arena.

Dominique Malonga Headlines Unrivaled’s Final Player Announcements

Aari McDonald and Rebecca Allen are also joining Unrivaled.

ESPN Says No Issues With Its Handling of NBA Gambling Scandal

Viewership for every ESPN studio show was “up significantly.”
Oct 29, 2025; Los Angeles, California, USA; Los Angeles Dodgers co-owner Mark Walter looks on in the eighth inning between the Toronto Blue Jays and the Los Angeles Dodgers during game five of the 2025 MLB World Series at Dodger Stadium.

NBA Approves Mark Walter As New Lakers Owner

Walter has turned the Dodgers into a powerhouse.

NBA Season Opens With Best Ratings in 8 Years Despite Off-Court Scandals

It’s the first year of the NBA’s 11-year, $77 billion media deal.

Featured Today

September 21, 2025; Santa Clara, California, USA; NFL commissioner Roger Goodell before the game between the San Francisco 49ers and the Arizona Cardinals at Levi's Stadium

NFL Fall Meeting: 7 Big Topics Among Team Owners 

Media, facilities, and labor highlight some of the key areas of concern.
Ohio State Buckeyes running back Isaiah West (32) runs the ball in the second half at Camp Randall Stadium on Saturday, Oct. 18, 2025 in Madison, Wisconsin
October 25, 2025

NIL Has Birthed a Third-Party Cottage Industry—and It’s a Mess

There’s no limit to how much players can make from NIL deals.
Christie's
October 21, 2025

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
Sep 13, 2025; Tokyo, Japan; World Athletics president Sebastian Coe at the World Athletics Championships opening ceremonies at National Stadium.

World Athletics Finds $1.7 Million Stolen by Employees

It will use the “full force of the law” to recuperate losses.
October 28, 2025

WNBA Proposes 30-Day Extension on CBA Negotiations

The CBA expires Oct. 31; a deal is not expected by then.
Terry Rozier
October 29, 2025

NBA Union Says It Will Fight Decision to Withhold Rozier’s Pay

Rozier has one year and $26.3 million left on his contract.
Sponsored

How HOKA is Reimagining the NIL Relationship

TNT Sports is going all-in on college athletics—bringing fans closer and giving brands a powerful new way to connect.
Oct 24, 2025; Fort Lauderdale, Florida, USA; Inter Miami CF forward Lionel Messi (10) looks on against Nashville SC during the first half at Chase Stadium.
October 28, 2025

Lionel Messi: MLS Can’t Grow Without More Spending Power

The Inter Miami star recently signed a contract extension through 2028.
Napheesa Collier
October 28, 2025

WNBA, Players Remain Far Apart With CBA Deadline Days Away 

A union lawyer says a deal will not be reached by Friday.
Alexis Ohanian
October 28, 2025

Alexis Ohanian: Angel City Ownership Setup Was a ‘Terrible Idea’

He admits that the NWSL club’s governance was a disaster.
October 28, 2025

Shohei Ohtani’s Historic World Series Game 3 Sets Up High-Stakes Game 4

Ohtani will start Game 4 on the mound after another epic performance Monday.