• Loading stock data...
Thursday, September 4, 2025
Fox Analyst and Media Entrepreneur Greg Olsen to Speak at Tuned In Get your ticket now!

WNBA Targets Broader National Reach With CBS Sports Deal

CBS Sports WNBA
Photo Credit: Jennifer Buchanan-USA TODAY Sports
CBS Sports WNBA

Photo Credit: Jennifer Buchanan-USA TODAY Sports

The WNBA continues to expand its national broadcast footprint, with Monday’s fast-moving deal with CBS Sports being the latest statement of intent regarding the league’s upward trajectory.

“They were immediately receptive once we initiated the conversation,” said David Denenberg, NBA senior vice president of global media distribution and business affairs. “It’s a powerful brand, and that’s great messaging for our fans.”

The pact calls for CBS Sports Network to air 40 games this season, which upped the number of nationally televised WNBA games from 67 to 97, including the league’s all-star game on ABC. ESPN Networks are slated to broadcast 16 games, including 11 on ESPN2, three on ABC and two on ESPN. NBA TV will match CBS’ total with 40 games, while 20 more will be broadcast on Twitter.

READ MORE: AT&T’s Logo Deal With WNBA Represents Deeper Strategy With NBA

Denenberg says the impetus for the deal on the league’s behalf came from its ESPN viewership growing 35% in 2018 over 2017. It became a metric they could take to other potential partners, as well as one that spurred them to target further growth opportunities. CBS Sports made for an attractive partner because of its brand, Denenberg said, one which not only serves existing fans but opens the doorway to new audiences, too.

“The thought was to broaden our national scope,” Denenberg said. “That’s really the emphasis. We made good strides and we need to double down and serve the desire to consume more.”

CBS Sports looks at several factors when evaluating potential programming, according to Dan Weinberg, CBS Sports executive vice president of programming. The first is live events, as they draw more viewers. Likewise, the network is attracted to properties with elite athletes competing at the highest level. The season is also of interest, and the WNBA’s late spring and summer schedule fit nicely into CBS Sports’ programming.

[mc4wp_form id=”8260″]

“Under those guidelines, this deal becomes a no-brainer,” Weinberg said. “It’s advantageous for our organization. It’s high-quality programming with some of the best basketball played in the world by some of the best players in the world.”

Beyond the expansion of televised live games, CBS Sports also gains rights to some “ancillary, storytelling aspects” that both Denenberg and Weinberg said will help grow the two properties through the multi-year partnership. The extra content could be as simple as highlights but can stretch to short-form and long-form storytelling off the court, Weinberg said.

While the extra content is still to be fleshed out as the deal evolves, both sides see the benefits of sharing WNBA player stories to help attract new fans irrespective of which party produces it.

READ MORE: WNBA Star Sue Bird Makes Leap to NBA Front Office With Denver Nuggets

“We’re just getting our feet off the ground,” Denenberg said. “We hope as we move forward to tell the stories of these great players. We really want people to learn about the players and get fans to identify with them.”

CBS Sports Chairman Sean McManus called the deal “one of the biggest and most impactful women’s sports programming arrangements ever at CBS Sports” upon its completion. Weinberg emphasized McManus’ comments and said it’s a tremendous arrangement for CBS, WNBA and women’s sports.

“It’s not only a premier women’s league, it’s one of the premier sports leagues in the world,” Weinberg said. “There’s a lot of excitement.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ohio State–Texas Showdown Was Most-Watched Week 1 CFB Game Ever

Fox drew 16.62 million viewers on Saturday afternoon.
exclusive

Angel Reese Faces Uncertain Future In Chicago After Publicly Torching Teammates 

Some sources say Reese’s future in Chicago may not be reparable.

Clippers Push Back on Kawhi Leonard Report, Call It ‘Provably False’

Clippers owner Steve Ballmer is the richest owner in the NBA.

Featured Today

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.

NFL on Nielsen’s Latest Measurement Upgrade: ‘More Work to Be Done’

The league calls its relationship with the agency a “protracted journey.”
August 28, 2025

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
September 1, 2025

Lee Corso’s Farewell Delivers Record ‘College GameDay’ Viewership

ESPN averaged 3.5 million viewers, per preliminary figures.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.