The WNBA Lifestyle?

This past week the WNBA hosted its annual All-Star game and is currently celebrating its tenth year of existence. After a promising start in which the Houston Comets, along with Cynthia Cooper’s Air Jordan-like finesse, established a dynasty by winning the first four championships, the league has floundered, continually changing its slogan in hopes of cementing its worth in the American sports landscape.

The league’s problem is not that it lacks an identity or relevance, to the point where the predominant post-commentary on the All-Star game was an impromptu dunk contest, where most of the players failed to get it in. If lack of interest for such an exhibition game was the death knell to a league, then the NFL would be in great peril, as probably would MLB.

The answer lies equally in what is exhibited during the competition, as much as what female athletes do in their private lives. Last year, Sheryl Swoopes announced that she was in a lesbian relationship. That type of story could have served - and probably was hoped to become – a beacon into the WNBA life. Instead after a few weeks of minor discussion it faded because the viewing public made a distinction between lifestyle and personal space.

When it comes to the WNBA, one’s not sure what we should be discussing. What make sports intractable from our lives: the spirit of competition coupled with the lifestyle of those who excel at the highest levels. The key word is lifestyle not necessary lives. In this consumer culture, fans want the players to give them a reason to be like them. In this instance, to grab the much-heralded male sports fan, the WNBA has to create envy among women in their demographic. Peak Age in 3 women’s sports:

• Gymnastics – 14 to 18
• Tennis – 18 to 25
• Basketball – 23 to 35

Many would have you believe the WNBA’s lack of mass appeal is linked to a fan’s ability to watch the “physically superior” NBA game. If so, why are women’s tennis and gymnastics much more popular than the male version, even with the men having the same upper-hand physically?

Women in sports - that have captured male attention - are able to carve out distinct identities that show off their superior physical ability and form (when compared to other females) by their play and the outfits (uniforms) they wear. A perfect example of such: track and field, and team volleyball. Female athletes in other sports are also encouraged to share their passions off the court, whether in other career interests, fashion or love life.

Such was the case for the WNBA in the early days when it showcased Lisa Leslie’s aspiration to be a model. The league has had a myriad of slogans, including:

• We Got Next!
• Have you seen her?
• Basketball is Beautiful.

…each embracing different aspects of womanhood. It is now time for a new slogan, one that embraces not only all of their players but also their fans. A Woman’s Right To Defend…all of those traits that make her the best at what she does.

...now that’s a slam dunk!