Ethan Strauss suggests the WNBA should adopt the team names of NBA franchises to increase fan engagement and expand the league's reach.
The Women's National Basketball Association (WNBA) has witnessed an unprecedented surge in interest, driven by the highly anticipated debuts of Caitlin Clark, Angel Reese, Cameron Brink, and other talented players. As the league looks to build on this momentum, former NBA beat writer Ethan Strauss has proposed a strategic rebranding initiative that could further elevate the WNBA's profile.
Strauss, who is also the author of "House of Strauss," argues that the WNBA's decision to assign unique names to its franchises, rather than adopting the names of NBA teams in the same markets, has hindered the league's growth. He believes that using familiar team names would make it easier for fans to connect with the WNBA and shorten the learning curve for new followers.
"The one thing they should've done — and maybe there's still time to do it — that they didn't do from the outset is just use the same team names," Strauss said on "The Bill Simmons Podcast." "Like, why force people to learn about the Fever? Why not just have the ‘W Pacers’? I think that makes it so much easier to just resonate and cut across."
Strauss's argument is rooted in the notion that the WNBA operates as a "subsidiary of the NBA" and should seek ways to differentiate itself while simultaneously leveraging the popularity of its male counterpart. By embracing NBA team names, the WNBA can tap into the established fan bases and brand recognition of these iconic franchises.
While not all WNBA teams share a city or ownership group with an NBA franchise, a significant number do. For example, the Indiana Pacers own the Indiana Fever, the Minnesota Timberwolves own the Minnesota Lynx, the Washington Wizards own the Washington Mystics, the Brooklyn Nets own the New York Liberty, and the Phoenix Suns own the Phoenix Mercury.
In October 2023, the Golden State Warriors were awarded an expansion WNBA team, which is scheduled to begin play in 2025. The name for the new franchise has yet to be determined, but the Warriors' involvement further highlights the potential for synergy between the NBA and WNBA.
Adopting NBA team names would not only enhance branding but also provide a platform for increased cross-promotion and marketing opportunities. Joint events and collaborations could create additional revenue streams and amplify the reach of both leagues.
Furthermore, the move could help dispel the misconception that the WNBA is an inferior product to the NBA. By aligning themselves with the elite status of their NBA counterparts, WNBA teams could gain credibility and attract a broader audience.
Of course, the WNBA must also maintain its unique identity and continue to showcase the extraordinary talent and athleticism of its players. By striking a balance between embracing the familiarity of NBA team names and preserving the distinct character of the league, the WNBA can unlock its full potential and become a thriving force in the sports landscape.
