NEW YORK — The WNBA is launching a campaign to market specifically to the LGBT community, a move that makes it the first pro league to specifically recruit gay, lesbian, bisexual and transgender fans to its games.
With the campaign, the WNBA is capitalizing on what it has quietly known for years: The community makes up a significant portion of its fan base. The difference now is that the league is talking about it publicly and making it a deliberate part of its marketing strategy.
The effort, which begins with the launch of a website Wednesday, includes having teams participate in local pride festivals and parades, working with advocacy groups to raise awareness of inclusion through grassroots events, and advertising with lesbian media. A nationally televised pride game will take place between Tulsa and Chicago on June 22. All 12 teams also will have some sort of pride initiative over the course of the season.