Amid the ongoing labor dispute in the WNBA, Just Women's Sports is making a bold move, doubling down on its commitment to women's basketball. But here's the catch: it's a strategic play at a time when the sport is experiencing unprecedented popularity, yet the league faces uncertain labor negotiations.
The Los Angeles-based media company, Just Women's Sports, is relaunching its show 'Between The Lines with Lisa Leslie' on February 19, with TurboTax as the title sponsor. But that's not all; they are also introducing a brand-new show, 'Court Vision,' hosted by Ros Gold-Onwude and WNBA star Angel McCoughtry, on February 27. The company's founder and CEO, Haley Rosen, believes this expansion is timely, as women's sports are finally gaining the mainstream attention they deserve, and the audience numbers are too impressive to ignore.
And the numbers don't lie. Just Women's Sports boasts over 2 billion social impressions across platforms in the previous year, with a staggering 630 million on Instagram and 740 million on TikTok. Nearly 40% of these Instagram impressions were attributed to WNBA content, and the league's content engagement rate across Instagram and TikTok reached 8.5%.
But here's where it gets controversial. Rosen, a recognized industry game-changer, suggests that brands are adopting a pragmatic approach, planning for the WNBA games to proceed while cautiously monitoring the labor negotiations. She emphasizes that sponsors are returning due to the success of their previous partnerships. For instance, TurboTax is back after sponsoring 'Sports Are Fun!' in 2025, proving that their investment paid off.
"It's not a charitable endeavor," Rosen said, "It's a strategic decision based on performance and success."
As the WNBA's labor issues remain unresolved, Rosen argues that the real risk lies in not capitalizing on the current wave of interest. She believes the industry is on the cusp of something significant and that Just Women's Sports must act now to convert this surge into long-lasting success.
So, is Just Women's Sports making the right call? Are they truly turning a potential crisis into an opportunity? Share your thoughts in the comments, and let's discuss the future of women's sports and the impact of these strategic decisions.
