The WNBA’s fan experience has seen significant growth since its inaugural event in 2022, expanding into a large-scale three-day festival ahead of this weekend’s All-Star activities in Chicago. The fest, known as WNBA Live, is being held at McCormick Place and is expected to attract approximately 30,000 fans, according to Erica Smith, the league’s partnership director.
Four years ago, the event was a modest gathering in a parking lot near Wintrust Arena with limited engagement opportunities, including a basketball shooting game and retail tents. The initial attendance was around 6,000, supported by six league partners. Today, the event features 34 brands and offers a wide range of interactive activities for attendees, reflecting the league’s rapid development in fan engagement.
The festival includes basketball competitions such as a 3-point contest and a Pop-A-Shot challenge. A standout feature is the Google Pixel court, where a moving basket offers a unique shooting experience connected to personalized merchandise. Major sponsors like Nike and Dick’s Sporting Goods have prominent displays; Nike’s setup includes installations celebrating stars A’ja Wilson and Caitlin Clark, accompanied by music and product showcases. Other brands, including Coach and Playa Society, sell merchandise, and ESPN provides an interactive SportsCenter station. High-profile players such as Wilson, Clark, Paige Bueckers, and Olivia Miles are scheduled to make appearances throughout the event.
Phil Cook, the WNBA’s chief marketing officer, described these branded spaces as tailored experiences that highlight the league’s expanding popularity from both fan and corporate perspectives. “The partners who are investing in this event and the entire WNBA experience over the weekend are growing the game with us,” Cook said, emphasizing the league’s collaborative approach to building its audience and commercial appeal.
WNBA Live serves as part of the broader All-Star weekend activities, which include the 3-point and shooting stars contests at Wintrust Arena on Friday and the All-Star Game at the nearby United Center on Saturday. Ahead of the games, the Obama Presidential Center’s Home Court hosted the WNBA All-Star Media and Innovation Summit, drawing prominent figures in women’s basketball to discuss challenges and developments in the sport.
Among the summit’s topics was the underrepresentation of women in sports science research. Candace Parker, a 2026 Hall of Fame inductee, participated in a panel addressing this issue, highlighting the need for more gender-specific studies to better understand female athletes’ unique health considerations. “Some of [my injuries] probably would have been prevented had there been more information out there regarding a woman’s body,” Parker said.
Other panels explored subjects such as online safety for female athletes, innovation through artificial intelligence in women’s sports, and the growing trend of athletes becoming sports team owners. The summit featured contributions from Hall of Famers Sheryl Swoopes and Dawn Staley, as well as experts from media, corporate, and league backgrounds.
As the weekend progresses, the WNBA aims to capitalize on the momentum generated by the fan fest and accompanying events to deepen fan engagement and create memorable experiences. Smith noted the importance of cultivating this expanding audience, saying, “It’s so exciting because the talent was always here for our league, but there are more eyeballs and more fans.” The league is positioning WNBA Live as a key platform for connecting with supporters and advancing the growth of women’s professional basketball.