WNBA’s Colie Edison explains why the league’s rapid growth is impossible to ignore

"The best-kept secret that is not so secret."

Colie Edison has hoop dreams. If she could play any position, it would be point guard. She says she would follow in the footsteps of Chelsea Gray, arguably the WNBA’s most prolific passer, poetically nicknamed “The Point Gawd.”

Edison played at the East Brunswick Jewish Center as a kid and was known for her passing skills, but today, her dreams look slightly different. As Chief Growth Officer of the WNBA, she sees firsthand how tremendous Gray and other athletes across the league are. Though she may not be able to flick a ball into the paint for a no-look pass as Gray did in June of this year, Edison knows there’s a reason why she joined the league in 2022.

“We have the best game on the basketball court right now. We have the most compelling storylines and are a true purpose-driven organization. That is the fabric with which we’ve grown exponentially.”

(Candice Ward/USA TODAY Sports)

The WNBA has been around for 27 seasons. It’s produced incredible Hall of Famers like Lisa Leslie, Cheryl Swoopes, Dawn Staley, Cynthia Cooper-Dyke, Rebecca Lobo and Becky Hammon. This year, the league saw the Las Vegas Aces win back-to-back titles, which only the Los Angeles Sparks (2001-2002) and the Houston Comets (1997-200) had previously accomplished.

Yet, the resounding feeling about those historic performances is that they likely didn’t have the viewership they rightly deserved. Edison told For The Win that the WNBA is “the best-kept secret that is not so secret.”

For a league that has been around for nearly three decades, more fans, viewers and businesses now want in, creating a proverbial game of telephone in sports and entertainment circles that says, “You need to see this.”

In May, the WNBA held a preseason game in Toronto. It was the highest-attended preseason game ever when 19,000 fans packed into Scotiabank Arena. That same month, viewership for opening weekend games was up nearly 200% from 2022, and the Las Vegas Aces and Seattle Storm matchup became the most-viewed opening weekend game in 11 years.

In July, the WNBA All-Star game was the most-watched All-Star game in over 15 years. The event averaged 850,000 viewers and peaked at 955,000, a sign that so much more was happening behind the scenes, propelling the WNBA growth engine forward. That momentum carried over to October’s New York Liberty-Aces Finals matchup. With over 9.5 million unique viewers, it was the most-watched Finals series in two decades.

(Lucas Peltier/USA TODAY Sports)

People are buying into the product and the athletes. It’s why Miami Heat legend Dwyane Wade purchased an ownership stake in the Chicago Sky, and seven-time Super Bowl champion Tom Brady purchased a stake in the Aces. It’s also why more brands, like Peleton and Kim Kardashian’s apparel company SKIMS, have pushed to be part of the journey.

“With the increased visibility of the WNBA brand, we’ve seen an increase in the partnership demand. We’ve grown our footprint to meet our fans where they are,” explains Edison.

“More of our games are more accessible than ever. That’s capitalizing on the opportunity for significant fan engagement, whether our linear broadcast, digital properties, or the innovative storytelling content surrounding the live games.”

WNBA commissioner Cathy Engelbert and other front office executives are strategically riding the wave of excitement surrounding the WNBA right into the Bay Area and potentially other locations. Edison thinks the latest bid evaluations for expansion teams have been eye-opening.

“There is no lack of interest in this space,” she said excitedly.

That statement challenges some outside perceptions, but Edison is confident that the WNBA can see who is authentically showing up as the league expands.

“The goal is to continue to add additional teams over the next few years and partner with ownership groups that fully believe in this league,” Edison stated. “It’s not just about paying a franchise fee; it’s about committing a long-term investment into the growth of your team.”

With more groups investing, the WNBA can clear a path for the next generation of women’s college basketball players, like LSU’s Angel Reese and Iowa’s Caitlin Clark, to join the league and be the face of one of these franchises. It’s an intriguing thought that the WNBA should not shy away from. The league has 144 of the world’s best athletes. If you want them to thrive, build the runway and the plane and watch them take off.

(Lucas Peltier/USA TODAY Sports)

Edison boldly claims, “There is no greater place to be a woman in business, sports and society than being part of the WNBA.” The real-time maturation of the league might prove her right.

If sports lovers haven’t experienced the WNBA, the time is now. The momentum train is already leaving the station.