WNBA Case Study: "Take a Seat, Take a Stand"

The Situation & Challenge

The WNBA's engagement in social issues has been longstanding, yet as the women's movement gained momentum globally, the league faced challenges with viewer and attendee engagement. Recognizing the need to revitalize its legacy as a leader in women's rights advocacy, the WNBA aimed to reconnect with both current fans and a new generation of followers, especially given the societal emphasis on gender equality and social justice.

The Approach

The campaign, "Take a Seat, Take a Stand," was designed to transform attending WNBA games into acts of advocacy for women and girls. For every ticket purchased, the WNBA donated $5 to one of several partner organizations dedicated to empowering women and girls, thereby positioning the league not just as a sports entity but as a pivotal player in the broader social movement. The campaign featured an anthem video broadcast on social media and during games, and customized creative assets for each team to enhance local engagement.

The Results

"Take a Seat, Take a Stand" significantly boosted the WNBA's visibility and impact. The initiative quickly generated extensive media coverage from prominent outlets and significantly improved attendance and viewership. Key achievements included a 15% increase in opening weekend attendance, a 35% rise in viewership, and substantial increases in social media reach and engagement. Additionally, merchandise sales surged, indicating a reinvigorated fan base. Through this campaign, the WNBA solidified its role as a critical voice in the women’s movement, distinguishing itself from other sports leagues by actively embracing social issues​ (The Shorty Awards)​.