WNBA corporate sponsorship deals are growing. But not every athlete is getting their due

In a banner year for women’s professional sports, athletes who dominate their game are reaping the financial benefits. Two-time all star Natasha Howard of the Dallas Wings also criticized the campaign, saying it felt “like a smack” for the league’s more masculine presenting players, and that it is “absolutely” harder for Black LGBTQ+ athletes to get brand deals. Additionally, Black athletes who did not present in traditionally feminine ways “receive the least amount of media attention, while white athletes have the freedom to express their gender in a variety of ways and still capture media interest.” Media attention matters because it shapes athletes’ perceived advertising value for brand deals, and is especially important for WNBA players since their salaries are much lower than NBA players and they instead depend on endorsements and playing abroad offseason despite safety concerns to pay the bills, Isard said. “I am having quite a bit of success now that I didn’t have then,” she said, which makes her hopeful that sponsorship opportunities for Black LGBTQ+ female athletes also will continue to grow. “No longer is it a charity.” For anyone who questions the marketing potential and social capital of Black LGBTQ+ athletes, Keaton added, they need only glance at the comment sections of their Instagram posts, which are filled with fire emojis, heart eyes emojis, and, “‘Where’d you get those shoes?’” ____ AP Basketball Writer Doug Feinberg contributed to this report.