The Time for Change Is Now: The Case for Moving the Women’s National Basketball Association Schedule to the Traditional Basketball Season for Better Viewership, Media Coverage, and Fan Connections

The Women’s National Basketball Association (WNBA) has seen mixed success throughout its time in existence. Women’s sports have faced several challenges. We argue that the scheduling of the WNBA is detrimental to the league and not allowing it to reach its full potential. By having the league’s regular season during a nontraditional time of the year for basketball, it is not able to tap into the high demand for its sport’s consumption. The WNBA’s being incorporated into the traditional basketball season and blended into the National Basketball Association schedule has the potential to satisfy consumer demand during the traditional season and increase performance of desired outcomes (viewership, attendance, sponsorships, and fan engagement).