TLDR: Robert Steinfeld was there when the WNBA played its first game in 1997 — and he’s still in the truck nearly 30 years later. Here’s his firsthand look at how the league went from 8 teams and a niche audience to sold-out arenas, billion-dollar CBA deals, and the most-watched seasons in its history.
Steinfeld previously joined the SportsEpreneur Podcast for a deep dive into his career — listen to Behind the Scenes of Iconic Sports Moments with Legendary Producer Bob Steinfeld here.
By Robert Steinfeld, Executive Producer – Dallas Wings
In 1997, ESPN Coordinating Producer Dave Miller asked if I would be interested in producing the inaugural season of a new women’s basketball league — backed by the NBA — for ESPN and Lifetime Network. I was already producing women’s and men’s college basketball, plus MLB for ESPN, and was also producing the local NBA San Antonio Spurs package of games. The WNBA was a wonderful opportunity and an easy decision to accept.
It gave me a chance to work with Michele Tafoya doing play-by-play on Lifetime, along with then-active Indiana Pacers All-Star Reggie Miller, who had the summer off once the NBA playoffs concluded. Former UConn star Meghan Pattyson served as expert commentator, and our reporter was Olympic Gold Medalist swimmer Summer Sanders. On ESPN, I worked alongside Robin Roberts and UConn Head Coach Geno Auriemma.
The league consisted of just 8 teams that first season. It grew, then contracted, then began building real momentum — moving into bigger venues, selling out arenas, and moving season tickets at record pace over the last two seasons as women’s sports and the “Caitlin Clark Effect” took hold. Clark’s popularity transferred seamlessly from college to the pros.
This season, two expansion teams will take the floor: the Toronto Tempo and the Portland Fire, which originally played from 2000 until folding in 2002. In 2028, Cleveland will be added, followed by Detroit (2029) and Philadelphia (2030).
By the numbers, the 2025 season told the story clearly:
- Most-watched season ever on ESPN Networks, surpassing already-record 2024 numbers
- 969,000 average viewers across all major networks
- The Finals (NY vs. Minnesota) was the most-watched in 25 years
- The May 17 game between Indiana and Chicago peaked at 3.1 million viewers
- Attendance rose across the league, with Indiana and New York averaging over 16,000 fans per game
In April 2026, the league and the WNBA Players Association agreed on a new Collective Bargaining Agreement that will reshape the financial landscape of the sport:
- More than $1 billion in total player salaries and benefits
- Salary cap rising from $1.5 million in 2025 to $7.0 million in 2026
- Year-one maximum salary climbing to $1.4 million
- Average salaries exceeding $583,000, with minimums ranging up to $300,000 based on years of service
- Charter flights for all teams throughout the season and playoffs
For the last 10 seasons, I’ve been the Executive Producer of the Dallas Wings — and I’ve had a front-row seat to the rise of players like last year’s Rookie of the Year, Paige Bueckers. The former UConn star set or tied multiple first-year player records, including a remarkable 44-point performance in Los Angeles.
The Wings have sold out season tickets in back-to-back seasons (2024 and 2025). They’ve averaged nearly 1.2 million viewers for national broadcast games, with local viewership on KFAA growing 411% last year. The Wings television network now reaches 12 markets and 6.3 million homes.
What’s become clear is that fans who discovered the game through Clark, Bueckers, and Angel Reese stayed because of the quality of play — the competition, the skill, and the energy inside these arenas.
I am honored and privileged to have witnessed this evolution, and I look forward to entering my fourth decade covering the “W.”
About the Author
Robert Steinfeld is an Emmy-recognized television producer with nearly 30 years in sports broadcasting. He has produced for ESPN, Lifetime Network, and the NBA — including coverage of the 1992 Barcelona Olympics — and has served as Executive Producer of the Dallas Wings for the past decade. He is the author of We’re On the Air: Inside Television and Journalism.
robertsteinfeld.com | We’re On the Air — Amazon
Frequently Asked Questions
When did the WNBA start, and who covered it originally?
The WNBA launched in 1997 with 8 teams. Its inaugural television coverage aired on ESPN and Lifetime Network, with production teams that included broadcasters like Robin Roberts, Michele Tafoya, Reggie Miller, and Geno Auriemma as analysts.
How has WNBA viewership grown in recent years?
The 2025 season was the most-watched in the league’s history on ESPN Networks, averaging 969,000 viewers across all major broadcast partners. The WNBA Finals between New York and Minnesota drew the highest finals audience in 25 years, and a single regular-season game between Indiana and Chicago peaked at 3.1 million viewers.
What did the new WNBA CBA change for players?
The 2025 CBA delivers more than $1 billion in total player compensation, raises the salary cap from $1.5M to $7M, pushes the maximum individual salary to $1.4 million, and — critically — guarantees charter flights for all teams for the full season and playoffs.
Is the WNBA still expanding?
Yes. Two new teams — the Toronto Tempo and the Portland Fire — join the league in 2026. Cleveland follows in 2028, Detroit in 2029, and Philadelphia in 2030.
Who is Robert Steinfeld?
Robert Steinfeld is a veteran sports television producer who covered the WNBA from its very first season in 1997. He currently serves as Executive Producer of the Dallas Wings and recently completed a national book tour for his memoir, We’re On the Air: Inside Television and Journalism.
Related Reading
How NIL Rights Are Impacting the WNBA’s Talent Pipeline
The NBA Isn’t Cooked, But Our Feed Is