WNBA gains fans despite backlash over activism

The WNBA is on track for its most-viewed season ever, with record TV ratings, sellout crowds and a rising social-media presence that has made the league a cultural force beyond basketball.

This surge comes after years of steady growth, but also amid a backlash from conservative critics who have targeted the league for its support of LGBTQ+ rights and players’ activism. The WNBA has long been a pioneer in social justice, with players like Breanna Stewart and A’ja Wilson speaking out on issues such as police brutality and gender equality. Now, as political polarization deepens, the league faces a delicate balancing act: staying true to its values while avoiding alienating fans or sponsors who may disagree.

Ratings are up 33 percent this season, with the All-Star Game drawing over 1 million viewers on ESPN—a record for the league. Social media engagement has also skyrocketed, with players like Candace Parker and Sabrina Ionescu amassing millions of followers. Yet this visibility has drawn scrutiny, including from conservative commentators who have falsely claimed the WNBA is "indoctrinating" players. The league has responded by doubling down on its messaging, partnering with brands like Nike and Gatorade while also launching campaigns like "Count It" to highlight player achievements outside basketball.

Looking ahead, the WNBA’s challenge will be maintaining its momentum without getting pulled into culture-war fights. The league has already taken steps to control its narrative, such as limiting player interviews after games to avoid inflammatory soundbites. But with the 2024 Olympics approaching—where WNBA stars will be in the global spotlight—the stakes are higher than ever. How the league navigates this moment could determine whether its newfound popularity lasts or becomes another casualty of the country’s deepening divides.