WNBL CAN’T STAY A HIDDEN GEM
IT’S A chicken or egg scenario. TV coverage helps attract sponsors, but you can’t have TV coverage without them.
It’s the rock and a hard place situation the WNBL needs to work its way through before it’s too late.
While women’s cricket, netball, AFL and football are booming, our premier women’s basketball competition is stranded, visible only to the rusted on diehards.
Tonight’s semi- final between Townsville and Sydney will feature some of the world’s best players in Suzy Batkovic, Leilani Mitchell and Belinda Snell, but the only way to watch if you can’t make it to the stadium is via an internet stream.
Last Saturday, sports fans could flick between the opening round of Super Netball and the AFL Women’s competition, both on free- to- air TV.
But the WNBL risks missing the boat completely and if it can’t make its way back on to the airwaves as soon as possible it could be in trouble.
On the same day the netballers and AFL players were being showcased nationwide, the Townsville Fire were forced to arrange a stream off their own bat to broadcast their final round clash with Canberra Capitals.
Most clubs have organised their own live streams this season to promote their brand.
But at the end of the day, their main focus is on filling stadiums. The streams should be the responsibility of the WNBL, and be done by the same company so the huge differences in quality which exist from club to club are eradicated.
There was a game this season decided with a basket in the dying seconds where the stream stopped working midway through the final quarter. These things happen, but that doesn’t help outsiders’ perception of the league.
The WNBL has broadcasters interested in the product but like most sports, that’s provided a sponsor gets on board to offset the operational costs. Which takes us back to the first paragraph of this column. Like the proverbial tree in the woods, if the WNBL’s quality is flying and no one sees it, does it actually make a sound?
TV coverage also makes it far easier for clubs to sign sponsors, who want to make sure they’re getting maximum exposure for their buck.
The current boom in female sports coverage increases the opposition for the WNBL in a ruthless market. But it also provides opportunity.
The strong ratings in other codes will hopefully translate to big business taking the WNBL more seriously when they meet at the negotiating table in the future.
“We’re really lucky we’re riding a wave for women’s sport now, we’ve got to make sure the WNBL isn’t forgotten,” head of WNBL Sally Phillips told me during a visit to Townsville earlier this season.
“Visibility of our league is a big one to concentrate on now with the introduction of AFLW, Big Bash cricket and the netball. They’re all flying, but leveraging really well off their respective leagues, being looked after as little sisters.
“We don’t have the leveraging power with the NBL being a separate entity. We’re battling away on our own right now, but it’s important to stand on our own two feet.
“If we can lock in some broadcast it just gives the game some credibility. People who love the WNBL know it’s one of the best leagues in the world, but those members of the public who aren’t huge basketball fans, the perception I think is because it’s not being televised right now that it’s not a good league.
“The key is sponsorship. We need a business out there in Australia that wants to get involved and ride the wave of women’s sport.”
The Sydney Kings’ failure to make the NBL presents the Flames with a huge opportunity tonight and into next week.
It’s a chance to capitalise on increased media exposure and bums on seats in one of the most brutal and congested sports markets in the country.
Flames coach Cheryl Chambers can feel the wheel beginning to turn.
“There’s a fantastic buzz around the place and the stadium is nearly sold out. It’s fun to be around and that’s what finals is all about,” Chambers said.
“Sydney is a different market to Townsville, which is a bit of a shame because the product is just as good wherever it is in Australia.
“Us in women’s sport, we’ll just battle along and we’ll sell people on these girls on how good they are.
“It’s a fantastic league, I love the league. We’re nearly second in the world ( in standard) and have some awesome players.”
So if you’re in the Sydney area and know some business types with deep pockets, maybe take them to Bryden’s Stadium tonight.
The WNBL can’t make a sound if no one can see or hear it.