WNBA Fans Show Higher Affinity for Official Sponsors Compared to NBA

With the WNBA season at an end and the NBA season tipping off, new data from MarketCast reveals some differences between the two regarding fan affinity — and notably, the WNBA beats the NBA for official league sponsor consideration and support. Some specific insights from MarketCast’s Sports Sponsorship Effectiveness Report:

• 77% of WNBA fans watch 10+ games, vs. 68% of NBA fans who watch the same number.
• 55% of WNBA fans say they’re somewhat or much more likely to try products of an official league sponsor, compared to 49% of NBA fans.
• 58% are likely to consciously support an official WNBA sponsor (vs 52% for NBA).
• 57% are likely to recommend a WNBA sponsor (vs 52% for NBA).
• Looking at the 2024-25 NBA season, official league sponsors averaged 29% aided brand awareness. Gatorade, the NBA’s longest standing sponsor, remains the top brand recognized by NBA fans (60% aided awareness). 
• Gatorade was also the top brand for the WNBA (50% aided awareness); average overall awareness across all official WNBA sponsors was 30%.

MarketCast research shows that shifts in fandom are predictive of business outcomes, with fans more likely to buy, recommend and even defend the brands aligned with their passions. As the sports sponsorship landscape evolves, the real opportunity and challenge is in turning awareness into emotional resonance that fuels long-term brand loyalty and authentic fan engagement.