Move Elevate

Few voices carry as much weight in women’s basketball as Candace Parker. A two-time MVP, multiple-time champion, and Olympic gold medalist, Parker has seen the sport from every angle as a superstar player, a global ambassador, and now a broadcaster shaping the conversation off the court. As the WNBA prepares for its 2026 season, Parker is speaking candidly about what comes next for the game and why this moment feels pivotal.

From Star Player to Influential Voice

Since transitioning into broadcasting, Parker’s role has evolved, but her mission hasn’t changed. She remains focused on elevating women’s basketball, using media platforms to highlight the sport’s quality, competitiveness, and untapped potential. Her analysis goes beyond box scores, touching on structural changes, business strategy, and long-term sustainability.

Parker’s perspective is rooted in experience. She played during an era when visibility was limited and resources were scarce compared to men’s leagues. Today, she sees progress, but also urgency.

Business Growth Is No Longer Optional

According to Parker, the next leap for women’s basketball must be driven by smart business decisions. Media rights deals, sponsorships, and marketing investment are no longer side conversations; they are central to the league’s future. Attendance is up, social media engagement is growing, and star players are becoming household names. Parker believes the challenge now is converting momentum into lasting financial growth.

That growth, she argues, directly affects everything else from team stability to player development to long-term fan loyalty.

Thinking Bigger: International Expansion

One of Parker’s strongest points is the need to think globally. Women’s basketball already has a massive international footprint, with elite players emerging from Europe, Asia, Africa, and Australia. Parker sees international games, global partnerships, and expanded scouting as natural next steps for the WNBA.

In her view, global expansion isn’t just about revenue, it’s about legitimacy. Becoming a truly international league would position women’s basketball as a year-round, worldwide product rather than a niche domestic one.

Pay Negotiations and a Critical Crossroads

All of this comes as the league enters another sensitive phase: player pay negotiations. Parker has been clear that compensation must reflect the league’s growth and the value players bring. While acknowledging financial realities, she emphasizes fairness and transparency, warning that progress on the court must be matched by progress off it.

The 2026 season looms as a defining checkpoint. Decisions made now could shape the league for the next decade.

A Vision Rooted in Belief

What stands out most in Parker’s message is belief. She doesn’t talk about women’s basketball as a developing product she talks about it as an undervalued one. With the right investment, broader exposure, and global ambition, she believes the sport can reach heights that once seemed unrealistic.

As a broadcaster, mentor, and icon, Candace Parker isn’t just reflecting on the future of women’s basketball she’s actively helping to build it.