SKINS BEAT SHIRTS
Taurasi Bears Almost All For ESPN Magazine
The WNBA has enjoyed fifteen awesome years and is about to launch its sixteenth. Ratings and merchandise sales are up, but what could be done to further the profitability of the league for years to come? Hey, I'm no marketing major, but I've put together a list of ideas that could work for the betterment of the game.
1. Ad spots for the upcoming WNBA season during NCAA March Madness. Presently we see these spots midway through the NBA Playoffs. I think they should also be televised during the NCAA tournament to better cement the connection between star college athletes and their future in basketball. There are many younger fans who may still believe that college is the end of the road for their favorite players and thus may need to be reminded that a professional season is just a month away.
2. Talk Show Exposure I usually only see WNBA players on sports shows, and many aren't on TV but are part of a web series on YouTube or Daily Motion etc. I think there's a good amount of upside to a Diana Taurasi or Lauren Jackson appearing on Ellen, Jimmy Kimmel, or Letterman. The major talk shows have an eclectic assortment of guests -- not just singers, or reality show or movie stars, so I'm sure this would benefit the WNBA.
Hopefully Maya Moore's Deal With Nike Will Set A Precedent.
3. Endorsements, endorsements I think endorsements and news of endorsements with WNBA players ought to be more publicized. There are many opportunities in all mediums to bring the league and Madison Avenue closer together. For one, cross market by having a WNBA and NBA player endorse the same company in the same commercial. It could be Nike, Gatorade or any other brand commonly associated with sports. Star players such as Kevin Durant and Diana Tauarsi in a clever ad for a popular energy drink, for example, would be a win for all parties involved.
4. Social Media The league has utilized this in recent years. Every franchise has its own official Twitter and Facebook account and makes a reasonable effort to keep us informed of day to day activities. A solid presence in this arena should be maintained and be given a chance to grow as technology and fan interest grow. A suggestion here might be to attract celebrities who both embrace the women's hoops as well as social media. Virtually anything a celeb expresses interest in, their followers tend to follow suit.
5. Appeal More To Men So far the WNBA has made great strides in garnering the appeal of families and the LGBT community. I don't have the answers, but I would hope the league comes up with bright ideas in bringing more men to the arenas. Yes, there are many, and will always be many men, who may be put off by the woman's game believing it to be slower, not aggressive enough, not as exciting as the NBA. Ironically, the lack of play above the rim in the WNBA tends to stress the fundamentals of the game -- which the NBA is sadly losing sight of in favor of an over reliance on constant three point shooting and the slam dunk. Passing: remember that, guys?
6. Learn from David Stern I know. There are those who don't have a very favorable opinion of the NBA Commissioner. Usually happens during a lockout. But it's no secret that the NBA grew exponentially during the 80s, 90s and beyond in part because of him, and not just Bird, Magic, or MJ. Today's fans would be surprised to learn that up until 1982, NBA Finals games were not broadcast live. They were on tape delay because advertisers were leery about spending prime time money on a sport they felt wasn't lucrative. Stern played the Magic vs Bird rivalry brilliantly, and it served not only the Celtics and Lakers well but the entire league. He infused fresh, hip ad campaigns that galvanized younger generations of fans. Within no time at all, everyone I knew was wearing a basketball jersey -- even those who didn't know an illegal defense from an alley-oop. The game became a larger part of American culture than ever before. Well, The WNBA could do well to pay attention to history and forge ahead, especially since it has more outlets than the NBA had back when Stern first came aboard.
With all of that said, I really like President Laurel Richie and hope she and Stern can continue to work together to take the WNBA to higher heights. She seems open to new ideas and I have a feeling she will be successful.
- WNBA Jones
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