From coast to coast, the WNBA is continuously expanding, with the 13th franchise debuting in the Bay Area next year. Toronto and Portland, numbers 14 and 15, will follow shortly after in 2026. Commissioner Cathy Engelbert is optimistic that the franchise can add another team by 2028, and Milwaukee is a perfect contender.
The WNBA began its 2024 season with the highest franchise attendance rates in 26 years and shattered viewership records with an average of 1.32 million viewers across multiple platforms, the average last season being 462,000.
Ion’s media partnership with the WNBA showed a 133% increase in viewers compared to 2023 when the collaboration began. This growth is attributed to Ion’s cable streams, but also the streams from free services such as Tubi, where games were aired on the Ion channel every Friday throughout the season. If these statistics continue throughout the upcoming playoff season and into the new 2025 season, it’s possible that enough excitement and commotion can be generated to maintain a successful expansion here in Milwaukee.
When the 13th team, to be located in the Bay Area, was announced as the first new franchise since 2008 last year, there was a precise rollout of brand identity, including the color way, logo, and team name, that followed. This occurred about seven months after the initial announcement of the expansion and directly corresponded with the commencement of the 2024 season.
Generating excitement in this manner provides a team with an established fan base before they even make their debut on the court, and there’s no doubt that Milwaukee’s sports culture wouldn’t hesitate to welcome a new team to the city.
While no future sports teams have been explicitly planned, the location and convenience of Fiserv Forum in the renowned Deer District has made Milwaukee a hotspot for sports, fueled by the Milwaukee Bucks and their extensive fan base that could easily translate to enthusiasm for a women’s team.
Commissioner Engelbert stated that determining the location of an expansion is dependent on access to venues that could serve as arenas and practice facilities, while also requiring a proposed long-term owner. In the case of the Golden State Valkyries, they will be directly affiliated with the National Basketball Association, owned and operated by the Golden State Warriors.
Alongside GSV and five other current teams in the WNBA, the Toronto team announced in May of this year, will be owned by Larry Tanenbaum, and will be the league’s first international team. Portland, the most recent addition, will not be affiliated with the NBA.
This doesn’t require the Bucks to take on ownership of a team if one ever does make it to the city, however, having the affiliation would further intertwine a new team into an already established community and cement the fact that women’s sports belong. Growth within the Deer District community combined with the expansion of a league that is rising in name at great proportions can only fuel the conversation and efforts to uplift women’s sports.
Milwaukee itself is a prime midwestern location, located close to Chicago, which serves as an epicenter for midwestern sports. Indianapolis is closely following, both cities with a WNBA team of their own. As a city comparable to one like Minneapolis, which also has a team, there’s no reason to leave Milwaukee out of the consideration for a new expansion city.
The WNBA is a rapidly evolving landscape, but Milwaukee is a viable contender for the next expansion. With a deep-rooted basketball culture surrounding the Bucks, there’s a clear enthusiasm for sports throughout the region, one that could sustain the introduction of a new team. Women’s sports should continue to be embraced by the world, and with the current pace of things, it’s without question that they will continue to be uplifted.
There’s no better time to bring women’s basketball to Milwaukee — and no better city for the WNBA to call home next.
This story was written by Lilly Peacock. She can be reached at [email protected]
