<p>For her culminating capstone at the Tisch Institute for Global Sport, <a href="https://www.sps.nyu.edu/content/sps-nyu/explore/degrees-and-programs/ms-in-sports-business.html">MS in Sports Business</a> ‘25 grad Destiny Franklin dove into the global growth strategy of the Women’s National Basketball Association (WNBA) with the goal of tackling one of the league’s most pressing challenges: how to retain international talent and capitalize upon brand momentum.</p> <p>Franklin’s capstone explored ways to recruit and train international players while bolstering their public profiles. By continuing to enhance the caliber of gameplay and expanding the league’s reach, Franklin believes the WNBA can tap into new markets and deepen its global footprint. To test the feasibility of her strategy, Franklin employed a comprehensive SWOT analysis that examined the league’s strengths, weaknesses, opportunities, as well as potential speedbumps. She identified the WNBA’s rising cultural relevance and growing fanbase as key assets, while acknowledging limited international media coverage and logistical hurdles in player recruitment and retention.</p>

<p>Franklin explored the power of digital platforms in shaping athlete influence, and analyzed key performance indicators for individual WNBA players based on their social media presence, growth, and engagement. Her findings suggest that players with strong digital followings are better positioned to attract sponsorships and forge partnerships with global brands—an insight that underscores the importance of personal branding in today’s sports economy.</p> <p>Franklin examined the critical role of community in cultivating loyal fanbases, proposing player initiatives to prompt deeper engagement with local communities both domestically and abroad. These grassroots efforts, states Franklin, can foster lasting connections and drive long-term support for the league.</p> <p>As the WNBA continues to evolve, Franklin’s capstone project offers an actionable framework that could help shape a future where international talent thrives, communities connect, and women’s professional basketball reaches new heights of global popularity.</p>

<p><i>The&nbsp;<a href="https://www.sps.nyu.edu/content/sps-nyu/courses/TCSB1-GC3000-sports-business-capstone.html">Sports Business Capstone</a>&nbsp;is a research-intensive final project where students conduct a comprehensive research study on a relevant sports business issue or problem.&nbsp;It requires applying both theoretical knowledge and applied research methods to produce an extended written report and presentation, contributing new insights to the industry and demonstrating the culmination of their studies in the program.</i></p>