No one would ever claim to be an expert at everything, myself included. When it comes to the WNBA and the day-to-day operations of the league, I certainly don’t have inside knowledge. I’m a fair-weather fan. I don’t attach to a particular team or player. I have opinions, like many, but oftentimes I choose to watch and enjoy other sports instead of the WNBA.
This week, my attention was captured not by the action on the court but by something happening off it. Too often, the league’s headlines away from the game dominate sports media oxygen. Minnesota Lynx star Naphessa Collier publicly blasted commissioner Cathy Engelbert in a four-minute statement, accusing the league’s leadership of a “lack of accountability.”
The statement itself wasn’t what caught my eye. It was how ESPN talent handled the situation, as the WNBA’s largest media rights holder. For all the criticism that ESPN is muzzled when covering league partners, this week it stood firm against that narrative. Where was the sports media love for that?
ESPN has forever been a punching bag for sports media. For generations, people finding pockets and avenues to criticize even the smallest or somewhat insignificant item of a much larger picture.
ESPN Is a Target for Sports Media
When ESPN came to an agreement with the NFL, many in sports media decided to hop back on the train that left the station many moons ago. From Dan Patrick to David Samson and many in between, the notion of a potential conflict of interest was abundant, even though the 10% acquisition of the stake in ESPN by the NFL had not yet been approved.
ESPN, once lauded for holding partners accountable, was now seen as compromised (again). But any media rights deal involves partnership. When I ran sports radio stations in Tampa Bay, we partnered with teams too—but that never stopped us from covering them objectively. Being true to your audience matters most.
For all the noise created when the NFL and ESPN teamed up like Rocky Balboa and Apollo Creed earlier this year, where was the noise about how the network handled the WNBA headlines this week?
If you are still waiting for a peep, you may be waiting a while, if not forever.
Does the WNBA have issues? Certainly. What league doesn’t?
Can Collier’s words be taken as gospel? She’s a respected voice and vice president of the WNBA Player Association, negotiating with the commissioner on a new collective bargaining agreement. That deal ends this month, so tensions are understandably high following a record year for the league.
Was Engelbert’s response flawless? No. But calling the person you’re negotiating with a liar wouldn’t help resolve the matter.
Credit Where Credit Is Due
What impressed me was how ESPN handled its criticism and coverage of the situation. The Walt Disney Company pays the WNBA, along with Amazon and NBCUniversal, a combined $200 million a year as part of an 11-year media rights extension signed last year. ESPN has a long-standing relationship with the league (and the NBA) dating back to when the WNBA launched in 1997.
This week, several ESPN talents called for the resignation of the WNBA commissioner, the network’s long-standing media partner. Stephen A. Smith said Engelbert’s statement made her “look guilty as hell” and added that she should hand in her resignation. Scott Van Pelt’s One Big Thing on SportsCenter challenged Engelbert to address the controversy head-on before the WNBA Finals kick off. Several other ESPN commentators, columnists, and hosts added their perspective. Calling for better from the head of the WNBA.
ESPN talent held their ground and challenged the face of their own media partner. Yet little credit has been given to balance the criticism earlier this year.
I wrote earlier this year about the fears many in sports media share about how ESPN “ruins” programming. Somehow being aligned with ESPN, Inside the NBA will be changed forever and diluted by the four-letter network. RedZone is over as we know it because the Worldwide Leader will now be heading the production of it.
These are the same people who speak the loudest about how ESPN won’t criticize or cover their partners fairly and objectively.
Where were they this week when ESPN did exactly what it was predicted they wouldn’t do?
Perfect objectivity may be unrealistic. Fairness isn’t.
ESPN deserves credit for its coverage this week. Too often, sports media waits for an opportunity to pounce instead of acknowledging what’s happening right in front of them.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
