The WNBA’s rise as an entertainment brand is significantly driven by Black women athletes who are making their mark both on and off the court. While stars like Paige Bueckers and Caitlin Clark draw attention with their performances, figures such as Angel Reese, A’ja Wilson, and Candace Parker are growing in prominence due to their off-court influence and brand power.
Bueckers, expected to be the first overall pick in the 2025 WNBA draft, and Clark, who made history last year with 2.4 million viewers tuning in for the draft, are both recognized for their on-court achievements. However, their impact goes beyond basketball. Both players boast massive social media followings—Bueckers with 2.2 million Instagram followers and Clark with 3.1 million. But it’s Reese, with 4.8 million Instagram followers and 5.5 million on TikTok, who stands out as a leader in this space.
Reese, who has already become a leading figure before even entering the WNBA professionally, boasts a portfolio of major endorsement deals with brands like Reebok, Calvin Klein, and PepsiCo. Her reach spans fashion and content creation, with her podcast, “Unapologetically Angel,” launched in partnership with Playmaker HQ and Shaquille O’Neal’s podcast network. Reese’s growing influence underscores the importance of Black women in the WNBA’s expansion as a cultural and entertainment entity.
Alongside Reese, A’ja Wilson, who became a New York Times bestselling author with her book Dear Black Girls: How to Be True to You in 2024, is also solidifying her brand with a new line of shoes and apparel with Nike. Wilson’s involvement in helping younger athletes is evident through her products, designed to encourage the next generation of hoopers.
Candace Parker, another significant figure, has ventured into the business side of the sports world, becoming the president of Adidas Women’s Basketball in 2024. Parker is also set to release her book The Can-Do Mindset in June 2025 and is dedicated to fostering innovation, representation, and access, aiming to create more than just products but a movement.
As the WNBA breaks viewership and attendance records, players like Reese are charting a new growth trajectory for the league. Reese’s presence, combined with social media engagement, points to a future where viral content and athlete-driven storytelling are as impactful as traditional sports metrics like ticket sales and viewership.
The emergence of leagues like Unrivaled, co-founded by Breanna Stewart and Napheesa Collier, further illustrates this shift. Although some top WNBA players, including Clark and Wilson, were not part of Unrivaled, the league gained significant traction through social media. For instance, players like Aaliyah Edwards, who gained attention by defeating big names like Stewart and Ogunbowale in a 1-on-1 tournament, saw substantial increases in their own brand followings. Unrivaled’s first season also reported 589.1 million social media impressions, with players collectively gaining nearly 1 million new followers.
The growing visibility of Black women in the WNBA is a testament to their influence. Through viral content, endorsements, and social media engagement, athletes like Reese, Wilson, and Parker are not just elevating the sport but also proving that Black women’s cultural contributions are a driving force in the league’s expansion into entertainment. The future of women’s basketball, as shown by these athletes, is being defined by both athletic excellence and the ability to captivate audiences beyond the court.