WNBA extends partnership with Prime Video

The WNBA has announced a multi-year extension with Prime Video The deal keeps 21 games each season on the streamer, with the highlight being the Commissioner’s Cup Championship Game.

“We’re thrilled to continue bringing exclusive national coverage of the WNBA and highlighting these exceptional athletes to Prime members,” said Charlie Neiman, Head of Sports Partnerships, Prime Video. “Following a successful 2023 season, we’re looking forward to reaching even more milestones with the WNBA and furthering our commitment to women’s sports.”

“We are incredibly pleased that Prime Video is making a meaningful and continued commitment to the WNBA and will once again provide a great platform to showcase the world-class athletes of our league across the regular season and particularly with its streaming of the Championship Game of the new, streamlined Commissioner’s Cup presented by Coinbase,” said WNBA Chief Growth Officer Colie Edison.

In addition to its deal with Prime Video, the WNBA has media rights agreements with CBS, Scripps Sports, and most significantly, ESPN. The ESPN deal expires after the 2025 season, and inking a new pact with the company is crucial for the WNBA.

The league is reportedly seeking $100 million annually from all of its media rights deals. That target doesn’t seem that farfetched, especially given that the NWSL is earning $60 million annually through its four new media rights deals. The spike in viewership for women’s college basketball this season could make the WNBA an attractive target for media companies going forward, and several not currently airing the league may want to get involved with new media rights deals.