The WNBA has been there for some time. However, it was not until the last couple of years that the entire sports world started taking note.
When the league started making noise, thanks in large part to the likes of Caitlin Clark, Angel Reese, Paige Bueckers, and others, even people like Kyle Kelce wanted to be a part of the WNBA’s rise.
But again, just like all other businesses, this whole scenario has to work just like a “business.”
And that brings us to the much valid question: Is the WNBA profitable? So now that you don’t know, let’s find out.
WNBA’s Financial Struggles Despite Record-Breaking Success
Blessed with the meteoric rise of stars like Clark, the WNBA has experienced unprecedented growth in attendance, viewership, and merchandise sales in 2025.
Yet, despite this surge, the league is projected to lose $50 million this year. So yes, the WNBA is not profitable.
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This deficit, a sharp increase from its historical average loss of $10 million annually, has people scratching their heads as the league is still far from turning popularity into profitability.
The WNBA loses $50M each and every year and has NEVER generated a profit. pic.twitter.com/IkxZmJAj7m
— 🇺🇸Lionel🇺🇸 (@LionelMedia) July 20, 2025
With potential revenue boosts from broadcasting rights and expansion on the horizon, the league’s financial future hinges on strategic decisions, including its integration with NBA negotiations and the looming CBA discussions.
Understanding these dynamics can provide a clearer picture of how the money matrix operates within the league.
Financial Dynamics Of WNBA Is More Complex Than It Seems
According to some reports, approximately 400,000 fans attended games in May, which is notable as it was the highest opening-month attendance in 26 years. Over half of those games were sold out, representing a 156% increase from 2024.
Viewership has soared, with ESPN and CBS games averaging 1.32 million viewers, nearly triple the previous year’s figures, while WNBAstore.com saw a 756% spike in merchandise sales. Additionally, Caitlin Clark’s debut with the Indiana Fever drew 2.12 million viewers in 2024.
The gap between the WNBA & NBA's TV viewership is closing 👀 pic.twitter.com/NLA9lFABEm
— Just Women’s Sports (@justwsports) October 28, 2025
Despite these gains, the WNBA is experiencing a fivefold increase in losses, following a long-standing annual deficit of $10 million.
This financial strain persists because the WNBA operates at a loss, relying heavily on NBA subsidies. The WNBA’s current $60 million annual media rights deal, dwarfed by the NBA’s $2.7 billion, is set to be renegotiated.
Reports project it to triple to $180-200 million by 2025. However, only 40% of revenue reaches clubs and players, with the NBA and investors claiming significant shares.