WNBA: CBA negotiations and their impact on owners, teams, and the future.

The Future of the WNBA at the Negotiation Table: Perspectives from Management

In the world of professional sports, labor negotiations are a sensitive area. In the WNBA, Commissioner Cathy Engelbert and team owners are seeking an agreement that boosts the league’s growth and benefits the players. However, the Players Association has adopted a more energetic stance, generating public debate and criticism. As WNBA franchise valuations soar, with a new television deal set to begin in 2026 and expansion to 18 teams by 2030, the league appears to be in its best financial shape since its launch in 1997. Management’s perspective in these negotiations is clear: to continue financial growth to secure a profitable league, rewarding players as key agents of this success.

Cathy Engelbert assumed the role of WNBA commissioner in July 2019, and has since led the league through a period of notable growth, including a $2.2 billion media rights deal, franchise valuations reaching hundreds of millions of dollars, and league expansion. However, her tenure has faced recent challenges, including criticism about officiating and controversial statements from players.

Engelbert is now at the negotiating table with the task of achieving a “transformative” agreement that not only significantly increases the salaries and compensation of the players, but also incentivizes the continued investment of the owners and ensures the long-term viability of the league.

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Once the agreement is completed, the question of Engelbert’s continued role as commissioner will arise. While she has expressed her commitment to resolving the issues, the final decision could depend on other factors.

Adam Silver, NBA commissioner, has witnessed the development and launch of the WNBA. Under his leadership, the NBA seeks for the WNBA to operate independently, but the WNBA’s financial progress in recent years has led Silver to become more involved, especially with the interest of NBA franchises in owning WNBA teams. This could increase pressure on the working relationship between Silver and Engelbert. Ultimately, Silver wants the WNBA to consolidate financially as an important part of the NBA’s global brand.

Owners: Investment and Vision of the Future

The WNBA owners are divided into two main categories: millionaires and billionaires. Joe Tsai, owner of the New York Liberty, and others like Joe Lacob (Golden State Valkyries), Mark Davis (Las Vegas Aces) and Mat Ishbia (Phoenix), are willing to invest heavily to obtain greater returns. They see the WNBA as an investment business, and as long as the product generates profits, they will continue to invest.

On the other hand, the independent owners, who helped keep the WNBA afloat in its early years, are now outnumbered by NBA owners, who have recognized the renewed financial potential of women’s basketball. These independent owners focus on limiting expenses and maintaining a level playing field. They have argued in favor of recovering the losses incurred in the operation of their franchises when the WNBA’s revenues were not as strong. However, this should not be confused with a lack of investment.

Expansion Teams: A New Chapter

After the successful debut season of the Valkyries as an expansion team, five new teams await their moment. The expansion teams most eager for a new collective bargaining agreement are the Portland Fire and Toronto Tempo, who will begin their inaugural seasons in 2026. The rules for the upcoming two-team expansion draft must be collectively bargained, so these franchises will not be able to build their rosters until a new agreement arrives.

General Managers and Coaches: Direct Impact

Although general managers are not directly represented at the negotiating table, the rules established in the collective bargaining agreement influence the construction of rosters and the financial distribution between owners and players. Executives will observe how the new agreement grants them greater flexibility. Coaches, such as Cheryl Reeve, Sandy Brondello, and Becky Hammon, will also be affected by the new agreement, which will impact aspects such as prioritization and roster size. These coaches, who are also advocates for the empowerment of women, want the WNBA not only to be financially stable, but also to continue growing.