EP 40: WNBA rising: The branding power shift in women’s sports

If you want to understand one of the biggest power shifts happening in sports and branding right now, look no further than the WNBA. In this episode of Brand Slam, Steve Rosa and Joe Kayata sit down with Connecticut Sun President Jen Rizzotti to break down the rise of women’s sports, and why it’s not just a moment, but a movement transforming the industry.

Rizzotti, a trailblazer who led UConn to its first national title in 1995 and went on to win two WNBA championships, shares her unique perspective on how the narrative around women’s sports is evolving, it’s a branding shift with staying power.

The conversation kicks off with Jen’s reflections on how cultural momentum, increased media visibility and next-gen stars like Caitlin Clark have helped transform women’s basketball into a mainstream powerhouse. The trio digs into the “branding tsunami” that’s hitting the WNBA, where increased attendance, stronger TV deals and bolder brand partnerships are redefining what success looks like for a professional women’s league.

Listeners get an insider view into how the WNBA is marketing its expansion by adding teams in Cleveland, Detroit and Philadelphia over the next five years, and how smart city selection and community engagement are core strategies. Jen also opens up about the Connecticut Sun’s own success story, including selling out TD Garden and what Boston’s market could mean for the franchise’s future.

Beyond the court, the episode explores the rapidly shifting dynamics of NIL (Name, Image, Likeness) in college sports and how it might have changed the game for Jen’s era of players. She highlights how today’s women athletes are now more empowered than ever to build their personal brands and secure meaningful partnerships.

This is essential listening for any brand looking to align with purpose and momentum—because women’s sports aren’t just rising, they’re rewriting the playbook.

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