Imagine the thrill of WNBA superstars stepping off the court and into the world of entrepreneurship – where their skills in building audiences could redefine their legacies. But here's where it gets controversial: while these athletes chase new business opportunities, a bitter stalemate in their collective bargaining agreement (CBA) negotiations threatens to overshadow their progress. This isn't just about games; it's about financial futures in a sport that's exploding in popularity. Let's dive deeper into how these players are seizing the moment.
Picture this: inside Fanatics' sleek New York headquarters, what looked like a standard business school lesson unfolded last Wednesday. A presenter was breaking down Christopher Booker's fundamental storytelling plots and linking them to effective social media strategies. Attendees scribbled notes furiously, but this wasn't your average classroom crowd.
As the session shifted to hands-on activities, Indiana Fever's Lexie Hull brainstormed her new makeup line with a designer from Mitchell & Ness. Meanwhile, 2025's Sixth Player of the Year, Naz Hillmon, picked the brains of a video expert on content creation strategies, and 2023 MVP Jewell Loyd shared insights into her investments, including her sprawling 160-acre Minnesota farm.
Eleven WNBA players participated in this intensive two-day program, organized by Fanatics and Boardroom. They were there to capitalize on the booming women's basketball industry, fueled by name, image, and likeness (NIL) deals, media exposure, and marketing revenue. For those new to the term, NIL allows athletes to earn money from endorsements and personal branding, opening doors that were once closed. Yet, with these opportunities come responsibilities, like managing finances wisely. And this is the part most people miss: the ongoing CBA talks have turned into an unexpected masterclass in sports economics, teaching players the harsh realities of league negotiations.
'We're essentially running our own businesses,' explained New York Liberty guard Natasha Cloud. 'It's not something we often consider in that way.'
Fanatics and Boardroom kicked off similar programs over the summer, attracting over two dozen NBA, NFL, and NHL players during their offseasons. This iteration welcomed MLB, NWSL, and WNBA athletes for immersive sessions with industry leaders, practical workshops, personality evaluations, and deep dives into business models – including Fanatics' own success story. Even a course on leveraging artificial intelligence was led by USC professor Anthony Borquez.
'There's a specific type of person drawn to this kind of offseason challenge,' noted Fanatics' chief people officer, Toretha McGuire. 'It's driven by a sincere passion for business growth.'
In recent years, WNBA players have ventured into merchandise lines, podcasts, eateries, and even independent leagues. For instance, take Sue Bird's past involvement in launching podcasts or Elena Delle Donne's ventures into wellness brands – these are real examples of athletes diversifying beyond the game.
'These women grasp audience-building like pros, perhaps even more than their NBA counterparts,' said Boardroom CEO Rich Kleiman. 'And they've got this intense drive... a unique hunger to grab hold of every opportunity.'
Hillmon learned about the program through her agent. 'I'm eager to soak up knowledge, especially with women's basketball on the rise,' she shared. 'Fans are hungry for more content, and I want to deliver.'
Over a year of CBA discussions has sparked even more interest in business savvy among the players. Kleiman recounted multiple chats with attendees about the negotiations right from day one.
While progress has been made – with proposals exchanged and talks extended until early January – tensions run high. WNBPA VP Kelsey Plum, speaking at Team USA camp, described the process as 'somewhat discouraging.' She admitted the league and union are still worlds apart, even if they agree on broad concepts like a salary cap and revenue sharing. The devil's in the details: deciding which revenues to split and how much players get remains a sticking point.
Cloud, a vocal advocate, recently criticized a proposed change where teams might stop covering player housing as salaries climb. But the program only strengthened her determination.
'Top CEOs and trailblazers remind us, "We're nothing without the product,"' she recalled. 'And we're the heart of the WNBA. Teams can't succeed without us. Embracing our worth and learning to use it strategically – that's what fires me up.'
A new CBA could bring substantial pay bumps. Rumors suggest the minimum salary might surpass $225,000, nearing the highest payouts from last season. Loyd, who topped the earnings list in 2025, has noticed a growing fascination with financial matters.
'Sharing my insights with teammates and pals has been rewarding,' she said. 'Money can be tricky for many, so mastering those financial dynamics is crucial.'
The program didn't shy away from practical advice on wealth management, from real estate tips to tracking expenses in higher tax brackets – think budgeting apps or consulting financial advisors to avoid pitfalls.
Eventually, these basketball icons will return to the courts. But in the meantime, their entrepreneurial journeys must continue. And this is the part most people miss: as the CBA drags on, are players being empowered or exploited in this business boom? Do you believe athletes should focus more on off-court ventures, or does it distract from their athletic excellence? What counterpoints do you see in how leagues handle player compensation? We'd love to hear your take – agree or disagree in the comments!
