WNBA OWNERSHIP CRISIS: ARE SOME FRANCHISES DESTROYING THEIR OWN FUTURE?

The WNBA is at a pivotal moment, one teetering on the edge of unprecedented growth or stagnation—and the fate of the league may rest squarely on the shoulders of its owners. While many franchises and stakeholders are stepping up to position the league as a global force in women’s sports, others seem intent on self-sabotage, choosing outdated mentalities over embracing the tidal wave of potential staring them in the face.

At the heart of the issue is a glaring divide: progressive, forward-thinking owners who recognize the WNBA’s explosive growth potential, and others who seem stuck in a bygone era, unwilling to adapt, invest, or nurture the league’s emerging superstars. The consequences of these decisions are playing out in real time, and the stakes couldn’t be higher.

Billionaires and the Battle for the WNBA

There is no shortage of billionaires willing to bankroll WNBA teams. Investors understand the long-term value of owning a franchise in a league with untapped potential. Teams like the New York Liberty, under the ownership of the Sai family, have emerged as shining examples of what happens when owners go all-in. The Liberty, backed by a robust marketing strategy, have made their players not just athletes, but celebrities in the heart of New York City.

Contrast that with franchises like the Connecticut Sun, whose ownership—the Mohegan Sun Tribe—has been criticized for its unwillingness to expand or invest further. Despite the Sun’s success on the court, the tribe’s hesitancy to allow another team in the Boston area (to avoid competition) has highlighted a “scarcity mindset.” Instead of fostering growth, they appear content to preserve a limited status quo.

Other franchises, like the Chicago Sky, have faced crossroads of their own. Credit where it’s due—owner Michael Alter has recognized the need for change and appears to be taking steps toward improvement. But the league’s overarching trajectory is held back by certain franchises and their inability—or unwillingness—to rise to the moment.

Renee Montgomery and Sheila Johnson: A Case Study in Missed Opportunities

Two names have surfaced repeatedly in recent debates: Renee Montgomery of the Atlanta Dream and Sheila Johnson of the Washington Mystics. Both women are trailblazers in their own right, but their decisions and public stances have ignited controversy that threatens to undermine the very league they claim to champion.

The Mystics’ ownership drew criticism after downplaying Caitlin Clark’s impact on gate revenue. Clark, the Iowa sensation and college basketball’s megastar, has single-handedly boosted WNBA ticket sales wherever she plays. During her appearances against the Mystics, a staggering 31% of the team’s total gate revenue was generated. Instead of embracing this momentum, Sheila Johnson chose to minimize Clark’s significance.

The problem with this approach is glaring: instead of asking how to replicate that success across the board, the Mystics seemed intent on tearing down one of the league’s biggest attractions. For a league still reliant on gate revenue due to its modest TV deal, dismissing Clark’s ability to draw crowds and inspire fandom isn’t just shortsighted—it’s damaging.

Renee Montgomery’s handling of the Atlanta Dream raises similar concerns. Under her part ownership, the Dream failed to maximize opportunities around Clark’s games. When the team hosted Clark, they played in a 16,000-seat arena, and 25% of their season’s total ticket sales came from just two games against her. Yet instead of recognizing Clark’s significance as a star capable of elevating the entire league, Montgomery made statements implying the new influx of fans—those drawn by Clark—were unwelcome.

By painting new fans with broad strokes and dismissing them as problematic or “not true fans,” Montgomery’s comments alienated not just Clark’s followers but potential supporters of the league as a whole. The message was clear: WNBA teams and their owners must decide if they’re here to grow the game or gatekeep it.

Superstars: The Lifeblood of Basketball

Basketball has always been a sport built on star power. From Michael Jordan to LeBron James, the NBA has thrived by promoting its superstars and making them household names. The WNBA, for all its strides, still struggles to replicate that formula.

Enter Caitlin Clark, the league’s first mega star. Her influence is undeniable: from record-breaking viewership numbers to sold-out arenas, she is the kind of player who can redefine what is possible for women’s basketball. But instead of embracing her, some corners of the league have met her rise with resistance.

Clark’s impact extends beyond her own performances. Opponents who play well against her, like Kelsey Mitchell of the Indiana Fever, have seen their own profiles skyrocket. Clark isn’t just a star—she’s a magnet, drawing attention and creating opportunities for others. Yet, instead of celebrating this, certain WNBA figures seem more interested in tearing her down, fearing that her success will eclipse their own players or teams.

This mindset is counterproductive. The presence of a megastar doesn’t diminish others—it elevates them. The Liberty and the Las Vegas Aces have proven this by embracing the league’s star power and turning their players into celebrities. Other franchises would do well to follow suit.

A League at a Crossroads

The divide between proactive and reactive ownership is becoming increasingly apparent. Franchises like the Aces, Liberty, and (to some extent) the Chicago Sky are setting the standard for what the WNBA can become. These organizations are investing in their players, marketing their teams effectively, and positioning themselves to thrive as the league grows.

On the other hand, franchises like the Dream and the Mystics risk being left behind. Their reluctance to embrace change and invest in the league’s future is not just a missed opportunity—it’s a liability.

As the WNBA approaches its next phase of growth, the stakes couldn’t be higher. The league is on the brink of a financial and cultural boom, driven by a new generation of stars and a growing fan base. But for this potential to be realized, every franchise must pull its weight. Owners need to invest in their teams, promote their players, and embrace the league’s rising stars—rather than tearing them down.

The Future of the WNBA

The WNBA is no longer a niche league—it’s a serious sports enterprise with the potential to compete on a global stage. But its success will depend on the choices made today.

Owners like the Sai family have shown what’s possible when you treat the league with the respect and investment it deserves. Meanwhile, others, like the Dream’s and Mystics’ ownership, seem content to cling to outdated mentalities, jeopardizing not only their own franchises but the league as a whole.

The next five years will be crucial. Teams that invest in their players and promote the game will reap the rewards as the league grows. Those that don’t risk being left behind, their owners forced to sell as more serious investors step in.

For the WNBA to thrive, its stakeholders must embrace the future. That means supporting superstars like Caitlin Clark, investing in the next generation of talent, and recognizing that growth isn’t something to fear—it’s something to celebrate.

The league’s potential is limitless, but only if every owner is willing to rise to the occasion.