The WNBA has never been more valuable. Television ratings continue climbing, arenas are selling out weeks in advance and corporate America is finally writing the kinds of checks women athletes have spent decades earning. But visibility alone doesn’t create wealth. The next chapter of women’s basketball isn’t simply about bigger audiences or blockbuster partnerships. It’s about ensuring the women fueling the league’s meteoric rise have the knowledge and resources to turn today’s momentum into lasting financial security for generations to come.
WNBA All-Star Weekend brought record-breaking crowds to Chicago, reflecting the unprecedented attention surrounding women’s basketball. As the league continues to grow, so does an important question: How can this moment translate into lasting financial opportunities for the women driving the game forward?
For WNBA players Napheesa Collier, Sydney Colson and Breanna Stewart, the answer begins with financial literacy.
Colson said she has always prioritized saving, but her understanding of money has evolved throughout her career.
“I used to think that just saving was enough,” she said. “But I’m learning that it’s good to have a plan, so you’re not getting to the end of playing or the end of whatever career you’re in and realizing 10 years have gone by, and you haven’t done anything to help yourself.”
Colson also understands the impact brands can have when their support extends beyond a single season. Ally was among the first brands to invest in her, and continued working with her after she tore her ACL.
“Their investment in women’s sports and in the players is extremely impactful because it really does affect people’s ability to create generational wealth,” she said.
While each player’s journey looks different, a common thread emerged throughout…
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