CBS Returns to an Expanding WNBA with Biggest Broadcast TV Slate Yet

Key Takeaways

• CBS will broadcast 20 WNBA games this season.
• Games also stream on Paramount+; CBS Sports Network excluded.
• WNBA schedule could reach 50 games per team by 2027.
• Five new franchises slated to join before 2030.
• Broadcast exposure now exceeds NHL’s on CBS.

Pulse Analysis

The CBS‑Paramount extension marks a pivotal shift in the WNBA’s media strategy, aligning the league with the traditional “Big Four” broadcasters. By moving all games to CBS’s flagship network and Paramount+, the league taps into a broader, more diverse audience than the niche cable environment of CBS Sports Network. This mirrors recent rights moves by Disney, Amazon and NBCUniversal, underscoring a competitive scramble for live women’s sports content that advertisers view as high‑engagement, especially among younger demographics.

Beyond the broadcast upgrade, the WNBA’s new collective bargaining agreement paves the way for a substantially longer season, potentially stretching to 52 games per team by 2029. Coupled with five expansion franchises slated to debut before 2030, the league’s product volume will increase dramatically, offering more inventory for advertisers and sponsors. A lengthier calendar also aligns the WNBA’s tail end with the NFL’s early‑season window, giving CBS a rare opportunity to slot women’s basketball alongside football, a strategy already proven with the NWSL.

For CBS, the deal strengthens its sports portfolio at a time when live television remains a key revenue driver. The network can leverage cross‑promotion with its marquee NFL and college football properties, driving viewership to the WNBA’s primetime slots. As the league’s visibility climbs, it is likely to attract higher sponsorship rates and deepen fan engagement, reinforcing the broader industry trend of investing in women’s sports as a growth engine.