WNBA’s Popularity Booms but Money for Players Hasn’t Kept Pace

Allisha Gray is a 29-year-old guard for the Atlanta Dream. She is six feet tall, speaks with a central Georgia drawl and smiles as if she’s keeping the best secret.

During the W.N.B.A.’s All-Star weekend, she jumped into a whole new tax bracket. Her salary this year is $185,000, but she earned an additional $115,150 on Friday by winning the league’s 3-point contest and skills competition.

The W.N.B.A. awards $2,575 to each winner in its skills competition and its 3-point contest, but most of Gray’s windfall came courtesy of a deal announced the day before between the players’ union and the insurance company Aflac, which agreed to pay $55,000 per winner.

Her situation illustrated a theme of the league’s All-Star festivities. There is more money than ever coming into the W.N.B.A. from sponsors, ticket sales and new media rights deals, like the ones announced on Wednesday, which are expected to be worth six times what its current deals are. The presence of the rookies Caitlin Clark and Angel Reese has exponentially increased interest in the league this season, and many fans of those two players have stayed to watch the rest of what the league has to offer.

But the W.N.B.A. has never been profitable. The league’s financial health has been shaky for most of its 28 seasons. Because of that, player salaries and benefits, which are outlined in the collective bargaining agreement, are a fraction of what their male counterparts in the N.B.A. receive.

As its popularity booms, the W.N.B.A. has made some concessions to players beyond the collective bargaining agreement, but it isn’t quite ready to fully loosen its purse strings. Some owners would also like to make serious investments in players, but league rules protecting competitive balance often don’t allow for that.