Basketball Australia to sell portion of cash-strapped WNBL as players speak out about issues

As a key figure in the NBL’s resurrection maintains interest in the cash-strapped WNBL, hesitancy from some basketball powerbrokers could stymie the plan.

Basketball Australia will sell a portion of the WNBL but won’t give up full control of Australia’s longest-running women’s elite sporting competition.

Strategic management consultancy firm Alacria Global has been working with BA since January to assist in a plan to go to market in the New Year in a bid to turn around the cash-strapped and exposure-starved league with an injection of private investment.

BA chief executive Matt Scriven confirmed he was working towards a collaborative business model for the WNBL in a joint venture with the eight clubs and a yet-to-be-determined third party.

Scriven said he had received no formal offers but, once he finalises the competition’s structure, he is confident of securing a strategic investor to “rejuvenate, build and expand” the WNBL.

The Flames and Boomers clash this WNBL season. Picture: Daniel Pockett/Getty Images

“The most important thing is getting the WNBL’s model and the structure right before we go to market to ensure that it lasts another 40-50 years and doesn’t go to market and be gone in another five,” Scriven said.

“We have fielded proactive calls because there is a lot of interest in women’s sport and basketball, so we’ve become a really attractive option for someone.

“Once we get the structure right, we’ll go to market.”

It comes on the back of a season where the eight clubs combined to lose almost $5 million and, despite a bronze medal at last year’s FIBA World Cup, the domestic competition continues to struggle for attention and attendance.

League officials claim WNBL crowds are up 30 per cent.

Multiple sources have also expressed concern BA does not have the know-how and has not dedicated the necessary resources to run a modern day elite competition, which, among other things, requires extensive marketing expenditure.

It’s understood the WNBL does not have any money left in its current marketing budget and Code Sports has been told league boss Christy Collier-Hill is often forced to handle her own media inquiries.

WNBL boss Christy Collier-Hill. Picture: Daniel Pockett/Getty Images

Clubs and players are becoming increasingly frustrated with the state of the WNBL and the uncertainty around its future – especially as other women’s sporting leagues surge in popularity.

A number of players spoke to Code Sports on the condition of anonymity, with one saying: “It feels like they don’t care about us”.

Basketball WA is attempting to sell Perth Lynx and it’s understood the sale of another club recently fell through.

Scriven acknowledged BA would like the WNBL to “be better”, but insists the pioneering league is on the right track.

“The league is growing, but we are coming from a lower base,” said Scriven, who pointed out the recent agreement for WNBL games to be streamed on the WNBA app.

“We are on a really good trajectory but we want to give it the amplification it deserves to take it to the next level.

“We think the opportunity is now to take the league to where it should be because the product is exceptional and we want to put the WNBL up there on the podium with a lot of other women’s sports in Australia.”

The WNBL isn’t backed by a profitable broadcast deal but Scriven is confident he can attract investors.

Shyla Heal celebrates victory in last season’s WNBL finals. Picture: Kelly Defina/Getty Images

Asked what BA can offer investors for return of investment, he said:

“I think you can preface that with a lot of investors have different return models that they are working towards. That’s why we’ll spend a lot of time making sure we get the right strategic investor that is aligned to what we are trying to achieve with the WNBL and the clubs. So that return would vary.”

In a boost to the women’s league, Brisbane Bullets are all in on following the Sydney Kings/Flames NBL-WNBL model with work underway on securing an expansion franchise in the Queensland capital.

NBL owner Larry Kestelman, who was at Sunday’s Melbourne Boomers versus Adelaide Lightning game, has long held an interest in the WNBL.

But it’s understood BA remains hesitant to relinquish control of the women’s league to Kestelman, with at least some powerbrokers still holding the belief the 2012 sale of the men’s league should not have happened.

Scriven, though, says BA would be prepared to talk to Kestelman about potential involvement.

“I’m sure when it gets to that point, we would definitely have a conversation,” he said.

“We’re already doing a lot of work with the NBL – and doing more together is helping the entire sport.

“We have regular interaction and we catch up with Larry and Dave regularly and explore opportunities together where we can.”

Brisbane Bullets loom as one of the WNBL’s next expansion clubs. Picture: Chris Hyde/Getty Images

The NBL remains ready and willing to assist Basketball Australia and the WNBL.

“We are committed to the growth of basketball overall, with our “whole of sport” approach, and will step in to assist if and when required,” a league spokesperson said.

Melbourne Boomers director Bernie Dodd confirmed her club had built a business relationship with Kestelman. Dodd has been impressed with Kestelman’s ability to transform the NBL and second-tier NBL1 competition and would welcome his input in the WNBL.

“In basketball circles we often talk across the NBL and WNBL about what we’re doing and how we’re trying to move forward,” Dodd said.

“We would lean on feedback from him about what we’re doing and any suggestions to grow and be better.

“Definitely wouldn’t be opposed to it (Kestelman’s involvement).

“As far as my understanding, it is quite an open book at the moment and (BA) is working on a new structure to support the league.

“I think that (Larry) is one of the options on the table from my understanding, but I don’t know in what capacity.”

It’s alarming for the league that someone with the business acumen of Jayco boss Gerry Ryan, who owns Southside Flyers and has poured millions into the women’s league, feels “lost” about what the next step for the WNBL is.

“It is important to ensure the governing body provides the support, particularly in marketing and commercial areas, that is necessary for this elite competition,” Ryan said.

“Any restructure, which has been mooted for some time, must ensure it delivers in the key areas for the future of the WNBL.”

The UC Capitals were contacted for comment, but the club declined and directed Code Sports to the WNBL.

Originally published as Basketball Australia to sell portion of cash-strapped WNBL as players speak out about issues