Mixed Messages: Examining the Early Marketing of the WNBA

Abstract

This chapter deconstructs the carefully crafted marketing rollout of the US-based Women's National Basketball Association (WNBA) in 1997, which was presented as the biggest launch in women's sports history. Through a textual and rhetorical analysis, this chapter argues that the WNBA and its corporate partners – through the bundling of distribution channels, sponsorships, and advertising strategies – created three distinct, and at times ideologically conflicting, images of the league: the WNBA as valid capitalistic enterprise, the WNBA as a masculine validation of female athleticism, and the WNBA as a symbolic moment in the political struggle of women for equality. Yet, while this initial, fractured marketing of the league provided a space for cultivating a challenge to dominant gender politics, this space was ultimately restricted to white, heterosexual conceptions of women as the league's array of marketing strategies were unified in reproducing regressive representations of race and sexuality that animate contemporary US sports. However, in institutionally maintaining this narrow, limited space for challenge and protest against inequality, the WNBA nonetheless sanctioned the league as one where players could still fight against injustice. Ultimately, this space would provide a platform for WNBA athletes to enact pioneering challenges against police brutality and racial injustice that would contradict the league's strategic aims.