UCLA Coach Cori Close Critiques WNBA Planning Amid Record Viewership

Cori Close, head coach of the UCLA women’s basketball team, directed public comments toward the management and marketing of the WNBA during a preseason media session on Tuesday morning. Close spoke while her team prepares for a season opener on Monday against Lehigh. The comments followed a scheduling conflict that placed a crucial WNBA Finals game in direct competition with an NBA contest.

The Golden State Valkyries lead the seven-game series against the Atlanta Dream 3-2. Game 6 is scheduled for 9:30 a.m. Pacific Time on Thursday at State Farm Arena in Atlanta. The venue, which typically hosts the NBA’s Atlanta Hawks, holds approximately 17,000 spectators. The Dream play their regular-season home games at the smaller Gateway Center, which seats about 3,500 fans.

Thursday’s WNBA game conflicted with a Hawks contest against the Cleveland Cavaliers. The Hawks were playing the second game of a back-to-back set. Close noted that the WNBA league is experiencing a sharp rise in corporate sponsorship, attendance, and viewership. She stated that ownership groups and long-range planning need to align with this upward trajectory.

Close said, “I hope that as the incredible work of the WNBA attendance, corporate sponsorship and viewership continues to soar, that the ownership groups and the planning in advance will match that soar.” She added that she is not part of the league's internal meetings and does not know if teams expected to reach the finals or feared unsold seats. She concluded that there was a lack of strategic planning to anticipate current market trends.

The current series features two former UCLA players. Natalie Nakase, coach of the Golden State Valkyries, was a walk-on point guard for the Bruins and graduated in 2002. Jordin Canada, a guard for the Atlanta Dream, played for Close from 2014 to 2018. Canada is currently averaging 14.9 points and 7.8 assists per game in the postseason.

According to the Sports Business Journal, the WNBA just finished its most popular season in a generation. The league recorded its highest average viewership since 2000. Yahoo! Sports reported that the league averaged 771,000 viewers per game during that season. Close referenced these figures while discussing the need for administrative growth to match on-court performance.

Close acknowledged the financial realities of the league. She stated, “Everybody is drafted for funds, so I’m not saying that this is an easy thing.” She emphasized that marketing, public relations, and ownership groups must expand at the same rate as the teams on the floor. She cited growing engagement on social media, national television spots, and advertising as areas where the league is gaining traction.

The coach also addressed the league's officiating standards. Game 5 of the finals, played on Monday night in San Francisco, drew criticism from players and coaches. Atlanta Dream coach Dean Smesko and star forward Angel Reese voiced frustration over physical contact that resulted in no calls. The Dream lost that game 64-55 to the Valkyries.

Close argued that the quality of officiating must improve to match the movement and skill level seen in the game. She said, “I feel that everyone wants the same thing.” She asserted that the administrative side and ownership groups must grow alongside the product. She described the current period as a sweet time for the sport, noting that the planning and strategy behind the scenes need to keep pace with the excitement on the court.