WNBA announces three new expansion teams as league favors experienced ownership

The GIST: The WNBA tipped off Monday with major news: The league is awarding three new expansion franchises to Cleveland, Detroit, and Philadelphia. Each of the winning bids agreed to pay a record $250M expansion fee — higher than the valuations of half the W — with additional investments committed to team and facility development.

• While the WNBA cited factors such as market viability, fan commitment, and media interest, the most significant unifying factor seems to be influential, committed NBA ownership groups and top-tier facilities. It’s called maintaining possession.

🎸 Cleveland: The Land’s bid belongs to Cleveland Cavaliers owner Dan Gilbert. The city, which previously had the W’s Cleveland Rockers from 1997 to 2003, has lamented losing the team after previous ownership didn’t prioritize it. The new franchise will play at the Cavs’ Rocket Arena starting in 2028 and is already deciding between four franchise names, including the Rockers.

⚡ Detroit: Detroit’s team will begin play in 2029, and like Cleveland, the city previously had a W team called the Shock. Detroit Pistons owner Tom Gores launched a high-profile WNBA bid in January, which was famously backed by legendary rapper Eminem. A warm welcome.

🔔 Philadelphia: Philly hopes to hit the court by 2030. The city won the bid after a compelling campaign from 76ers owner Josh Harris, who co-owns Harris Blitzer Sports & Entertainment.

The NBA edge: When the WNBA had 12 teams, about half were independently owned. However, as ownership is becoming more competitive (and expensive), proven NBA owners are clearly having a moment — take the Bay Area, Toronto, and Portland, for example. Engelbert even mentioned Houston (and Rockets owner Tilman Fertitta) as potentially next in line.

The marketing opportunity: This upcoming influx of teams gives marketers many new and hyperlocal opportunities. Golden State is a shining example: It’s the newest WNBA team and is already the highest-valued women’s sports team in the world thanks to its sponsorship interest, with brands cashing in on the exposure from impressive ticket sales in a massive NBA stadium.

• NBA sponsors already have existing relationships with these teams, so it’s an easy layup to extend them to W teams. And as Golden State and Indiana have shown, these co-owned W teams (and their sponsors) are able to reach an entirely new, activated fanbase. Double-double up.