NBA Marketing Has No Missed Shots: 5 Killer Strategies Focused On Women

Let’s dive into the game.

It’s fast, it’s full of excitement, and frankly, it’s a blast to watch—even if you don’t know every player’s name or what a “pick and roll” is.

But somehow, it feels like NBA marketing to female fans is often an afterthought. 

Women are already watching the game. We buy the jerseys, follow the players, and yes, we even understand the game. Yet, the NBA frequently acts like we are walking past the TV on our way to the spa. Spoiler alert: we are not. We are fully locked in and it’s about time the NBA realizes that. 

So here are five ways the NBA can stop shooting air balls and connect with the women who are already fans (and those who would join if they actually tried).

Marketing Airball #1: Stats Are Cool, But So Are Fits That Eat

Here’s the deal: we enjoy the game, but can we take a minute to talk about the style? The NBA has a hidden fashion runway and you may know it as the pre-game tunnel.

Players like Jordan Clarkson, Shai Gilgeous-Alexander, and Russel Westbrook are already making heads turn with their outfits and that definitely needs to be a part of the marketing strategy. 

Picture this: the NBA fully jumping into fashion collabs that are designed by women. This could be content like  “Get Ready With Me” videos where players team up with stylists or pre-game outfit recaps on TikTok. That’s not just cute—it’s a smart move. 

Although stats matter, style is a huge part of culture and women know exactly what that looks like. If the WNBA can mix fashion into its brand identity, so why isn’t NBA marketing to female fans leaning into fashion more?

Marketing Airball #2: If She Can Sell Out Lip Gloss, She Can Sell Out Your Arena?

Let’s be real—the quickest way to get our attention is not through a press conference or a basic highlight Reel: It’s through influencers. You know, the ones we trust to tell us which lip gloss is the best and which toxic situationship to leave. 

The NBA should be teaming up with influencers like Alix Earle, Monet McMichael, and Tianna Robillard to mix basketball into our daily lives. Imagine Alix showing off her gameday outfit in a GRWM, Monet sharing a cozy vlog about her NBA game experience, or Tianna bringing us along for a gameday date night. 

Give us the behind-the-scenes content or the watch party vlogs. Show us that basketball isn’t just like hanging out in a frat house but, instead, something we can care about and still look cute doing it. These kinds of collaborations should be at the core of the NBA marketing to female fans. 

Marketing Airball #3: Stop Overlooking the Women Already in the Game

Want women to feel like they belong in basketball? The NBA can start by spotlighting the ones who are already part of the game. You might find it hard to believe, but women are in every part of the NBA: leading, coaching, reporting, and changing the future of the game. You just might not notice it based on the marketing. 

Where are the campaigns celebrating the women who are in the front office, the courtside interviews led by women, or the podcast hosted by a female analyst? Yes, efforts are being made, but there is still room for growth. Women are not background characters—they are role models in the making.

NBA marketing to female fans should be focused around highlighting real women in real roles. 

A name worth knowing? Chiney Ogwumika. An analyst, but also so much more than that: an icon for women in sports media.

When women see other women succeeding, it not only makes us feel seen, but it makes us want to be part of it. 

Marketing Airball #4: Game Day Needs a Glow Up 

Here’s a crazy thought - what if attending an NBA game felt like a night out that you actually wanted to share on social media? At the moment, it’s giving loud boys, hot dogs, and possibly a foam finger. But it could be so much more. 

Imagine this: a glam station for quick lip gloss refresh, photo ops with great lighting, and girls night out seating sections with themed drinks. Even doing at-home NBA watch party kits with exclusive merch, cute little snacks, and a face mask would be a fun move. 

It is not necessarily about making basketball “girly” but about making it an experience. Game day should feel like something you get dressed up for and not just something you tag along to. The WNBA is starting to do a great job with elevated fan experiences—It’s time for the NBA to raise the bar and make game night feel like the main attraction. 

Marketing Airball #5: Stop Acting Like We’re Not Already Here 

The NBA’s biggest mistake? Acting like it needs to build a female fan base from scratch. In fact, we make up 40% of the NBA’s audience.

We are already tuning in and know way more than they think. Too often, it feels like the NBA talks down to us by thinking we need everything explained simply—We don’t. What we really need is content that connects with us. 

How can the NBA do it right? 

• Create merchandise that female fans will actually want to wear and that fits our bodies.
• Work with female hosts and influencers who understand how to connect with us, because they are like us. 
• Share fun content, such as player backgrounds and pre-game outfit checks.

This isn’t about making things easier—it’s about being real. If the NBA wants to grow, they need to treat us like the fans we actually are. 

So…What’s the Game Plan? 

Let’s take this to the buzzer. The NBA doesn’t need to reinvent basketball itself—it just needs to start marketing like we are present. This means more style, more influencers, better stories, more fun, and way more exposure for the women who are already making a difference behind-the-scenes. 

And that is the kind of shift we need! NBA marketing to female fans shouldn’t be a side note; it should be part of the main playbook.

NBA marketing to female fans should be fun, creative, bold, and truly inclusive. This could be by pulling in influencers, teaming up with fashion brands, and creating merchandise that we will actually wear. We’re not looking for glitter and stereotypes—we want genuine representation, real engagement, and a place in the game. 

Because women? We’re more than just fans. We’re brand builders, future leaders, content creators, and ticket buyers. We’re already here. If the NBA really starts to market to us, we’ll show up even bigger and better than ever before. 

✍️ Written by Reanna DeLaRosa