Impact of spectator motivation on long-term sustainability for women’s basketball league

Abstract

As the league prepares for its 20th season, the Women's National Basketball Association (WNBA) has experienced some highs and some lows. The purpose of this study was to understand spectator motivation and to assess new strategies that the league could use to better improve the overall product of the game itself. How can the WNBA expand its fan base to help generate enough revenue that can ensure the league can support itself financially? In order to better understand people's attitudes towards the WNBA, we conducted an online survey that we then submitted on social media for people to express their thoughts on what they liked about the league and what they would like to see implemented in the future. The results from our surveys (N=93) showed that the majority of our participants were satisfied with the overall product the WNBA has to offer (affordability and family-oriented atmosphere), yet, it still lacked a certain "excitement" factor that would make the participant want to personally watch or attend a game. We concluded that in order for the league to truly flourish and gain the recognition and financial success it deserves, league executives should consider incorporating new, innovative ideas that can breathe new life into the league for the next 20 years.