When the Euphoria Ends

The "Basketball for Thought" is a commentary by Kris Gardner.

October 13, 2004

The WNBA front office is rejoicing in the success of the just completed 2004 WNBA Finals. Two teams which had never reached the Finals before qualified -- the Connecticut Sun and the Seattle Storm. For the first time in the WNBA's eight year history, all three games were played before sold-out crowds. Each game was exciting to watch and hotly contested. The Storm defeated the Sun 74 to 60 in Game 3 to capture the city of Seattle's first professional championship in twenty-five years. Storm fans, coaches, players, and management celebrated and partied well into the night. The Sun organization should hold their collective heads high and be proud of a very successful season (especially considering numerous basketball people, including me, predicted the Sun would have the worst team in the WNBA this season). However, once this state of euphoria ends, what's next? Will the WNBA capitalize on this new boost of interest and energy? Will the fans who attended the two games in Seattle purchase tickets next season? What's going to happen in the very near future may surprise you.

Games 2 and 3 of the WNBA Finals were held in Seattle at Key Arena. Both games were played before sell-out crowds of 17,000 plus people. This season, the Storm averaged approximately 7,000 fans for each home game. Where did the thousands of new Storm "fans" who attended the Finals come from? Surely, the ticket prices were not reduced for the playoffs (re: like the Detroit Shock were rumored to have done for Game 3 of last year's Finals matchup versus the Los Angeles Sparks which produced a record crowd of over 22,000 people).

During the regular season, the Sun did not average near the capacity of Mohegan Arena -- 10,000); but, Game 1 of the Finals was a sell-out. What's the deal? Will these new fans purchase tickets next season? Both of these teams played hard, competitive basketball all season; so, why the sudden interest in them? Apparently, fans do indeed love a winner.

I'm curious to see the television ratings for the three games. I'm sure the WNBA will put a positive spin on the numbers even if the numbers register merely a blip on the television radar. I still do not believe the league made a wise decision to schedule its playoffs in October versus college and pro football and the Major League Baseball Playoffs. I know the fan bases are not similar; but, the chances of getting the average fan to switch from football or baseball to women's basketball are not that great.

The 2004 WNBA season was infused with talented college players; and, the league should enjoy boosts from more and more talented college seniors in the future. However, when will the revenues increase? When will major corporations commit serious money to the league? When will the teams generate healthy revenue from local and national television broadcasts? When will the WNBA Players' Association ask for an increase in players' salaries? (The answer to the last question is very soon.)

I've spoken to numerous basketball people who do not believe the WNBA will last more than two more seasons. Each has cited lack of revenue and lack of major sponsorships as big problems. However, each person has also told me as soon as the players' union demands higher salaries, the league will reach the proverbial fork in the road; and, the ultimate "end of the road will result in the end of the WNBA. I wasn't shocked by that unanimous sentiment; however, since I do enjoy covering women's basketball, I was disappointed.

Congratulations to the Seattle Storm organization. I urge you to enjoy the ride as long as possible because some say we are approaching the "End of the Road".