Amid the height of the COVID-19 pandemic, 144 WNBA players gathered in a strict isolation bubble at IMG Academy to play a shortened season in empty arenas. But what happened off the court would prove as impactful as the games themselves.
Inside the so-called “Wubble,” athletes underwent daily testing and sacrificed family time for nearly three months of elite competition. On the court, stars like Dallas Wings’ Arike Ogunbowale led in scoring, and Las Vegas Aces’ A’ja Wilson was named MVP. Yet the season’s defining moment came with players standing boldly for social justice.
Following the murder of George Floyd, WNBA players were among the first professional athletes to publicly support the Black Lives Matter movement, using their growing platform to push for change. Their activism even influenced political outcomes, including the defeat of a Republican senator opposing their message.
The pandemic-driven bubble allowed the WNBA greater media exposure on major sports networks and social platforms, leveling the visibility playing field between men’s and women’s basketball. This shift coincided with rising interest and investment across women’s sports—new professional leagues launched in Canada, star players gained global followings, and sponsorship dollars increased dramatically.
Experts say this is no fleeting moment. Women’s sports are experiencing historic growth, fueled by a new generation of fans, savvy investors, and athletes demanding equal opportunities and pay. With significant sponsorship deals and booming viewership, the industry is now recognized as a powerful and profitable business.
From basketball to hockey and soccer, the momentum continues. As athletes like Caitlin Clark and Chloe Primenaro rise, so too do the prospects for future generations. Women’s sports aren’t just making headlines—they’re leading a lasting movement.