"Globally celebrated": Jennie Sager's plans to usher in an exciting new era for the WNBL
The incoming CEO speaks exclusively to The Pick and Roll on her bold vision to help the league reach its full potential ahead of a major ownership change
Image: Supplied
A global audience, unprecedented opportunities for female athletes, unrivalled fan engagement, and perhaps most importantly, financial sustainability. These are just some of the goals incoming CEO Jennie Sager has in store for the WNBL as she prepares to help usher in a new era of women’s basketball in Australia.
While they might seem lofty and ambitious, the reality is, they’re also attainable and achievable.
When the Wollemi Capital Group Syndicate and the NBL acquired a majority interest in the WNBL last month, it was a watershed moment for Australia’s oldest sporting league. WCGS CEO Robyn Denholm called it a chance to provide “the support and investment needed to elevate the sport for decades to come,” while NBL owner Larry Kestelman declared the acquisition would “unlock an exciting new era of growth, visibility and opportunity to players, fans, and the sport as a whole.”
It's an audacious vision, and one which is already underway. The new ownership group has already stated its intent by installing a new multi-skilled CEO to take charge when they officially assume control next year. And while respected executive Jennie Sager was publicly named to the role just this month, her basketball journey has been a lifetime in the making. It started in under 10’s, hit its apex when she played out a storied collegiate career at Loyola, and has now taken her to the helm of one of the world’s premier professional leagues.
“It truly feels like a dream come true. This opportunity resonates deeply with me, as it comes at a pivotal moment for the league, with women’s sport experiencing unparalleled growth and momentum and the WNBL poised for transformation. The chance to champion these extraordinary female athletes, clubs, and fans is a responsibility I don’t take lightly.”
It’s a giant task, and one which she is uniquely prepared for. Because for Sager, she sits in the middle of a Venn diagram, one where a lifetime of basketball experience overlaps with industry excellence and experience across fields uniquely suited to maximising the vast potential of women’s basketball in Australia. And she believes it was her time at the collegiate level that served as a critical juncture in reaching this moment of her career.
“Basketball has been a lifelong passion of mine,” Sager shares. “One of the most impactful aspects of my basketball journey was my coach at Loyola University. He pushed us harder than we thought possible but always led by example, completing every workout alongside us. His leadership taught me the importance of working with your team through every challenge—a lesson I carry with me to this day. And he never lost his cool... he was always positive, encouraging, and smiling, even when we screwed up.”
Those moments served as valuable lessons she still carries with her to this day. And while a shoulder injury derailed her hopes of playing beyond the collegiate level, she could already see there was something special brewing back at home.
“I graduated in 1998, just two years after the WNBA was founded in 1996. Many people don’t realise that Australia was ahead of the curve, with the WNBL established back in 1981, making it the country’s oldest women’s sports league. Since then, the skill level and opportunities for women in basketball have grown exponentially,” Sager shares. “In my view, Australia and the United States boast the best players in the world, and the Opals’ incredible track record is proof of just how competitive and talented our athletes are.”
As women’s sport hits a whole new level of popularity, interest, and profitability in Australia, the new ownership group has lofty dreams of what the future could look like. So what exactly does the league’s new handpicked CEO have in store for the WNBL?
Like any sporting league, Sager understands the WNBL’s greatest asset is its players. Unsurprisingly, harnessing the unique personalities and world class talent that comprise the league will continue to be a foundational focus, especially at a time where interest in women’s sport has never been higher.
“The league’s greatest strength lies in its talented players and the passion they inspire. Our priority is to nurture and retain this incredible talent while paving the way for the next generation of Australian sports stars. By creating better pathways for young girls to pursue basketball as a viable and rewarding career, we can ensure the legacy of women’s basketball in Australia continues to thrive.”
Basketball in Australia is thriving – participation is at an all-time high, we have more pros in the world’s best leagues than we’ve ever had, and our national teams routinely rank among the world’s best – but that success has almost come in spite of a sporting landscape that’s traditionally been geared towards all codes of football, netball, and cricket.
However, times are changing. The NBL has become a behemoth, generating unprecedented international interest and the greatest talent pool in its history. And while Larry Kestelman’s resurrection of the once ailing league might be akin to Lazurus rising, the WNBL has been more akin to Sisyphus, constantly pushing uphill, just to seemingly have to start again from behind.
The WNBL in particular has faced a unique set of challenges in recent years. There have been the usual issues that traditionally plague women’s sport, such as finding financial backing and major sponsors, attracting media coverage, and the lack of feasible broadcast options. But more specifically, the introduction of AFLW, NRLW, and WBBL – leagues all extensively bankrolled by their respective sport’s governing bodies – as well as the Matildas’ surge in popularity, has seen basketball seemingly slip down the pecking order, at least commercially. While the increased interest in women’s sport is a good thing, more competition can also mean less sponsorship dollars, less eyeballs, and less broadcast opportunities.
To combat this, the league is investing in itself. As mentioned, that starts with the players, but moving forward, will be equally as invested in the people, the fans, and the communities that support the game. Under Sager, the bond between the league and its greatest stakeholders – that is, those who have any kind of vested interest or involvement in basketball – will be front of mind.
“Looking ahead, our strategy will focus on three key areas: growing awareness and recognition for our players and clubs, strengthening the connection between fans and the sport, and enhancing the overall fan experience. By deepening the community’s bond with the league, we can build an even brighter future for women’s basketball in Australia.”
It’s not rocket science. Greater awareness? More media coverage, broadcast opportunities, sponsorship dollars, and mainstream interest. Stronger community connections? A wider audience with greater investment in the product. And an enhanced fan experience? Higher attendances, more ticket revenue, and greater stakeholder satisfaction. If the stars align, it’s easy to see a world where the interest, awareness, and attendance of the league start growing in spades.
Photo Credit: Kelly Defina / Getty Images
It's a similar model to the one that’s seen the NBL soar to new heights in the last decade. The NBL has prudently capitalised on Australia’s insatiable appetite for basketball with a huge focus on fan engagement and an enhanced game-day experience. The league’s supercharged its social media offerings. And most prudently, it’s cashed in on the nation’s NBA fixation. The Next Stars program (with nine players currently contracted in the league) has been a masterstroke, drawing international eyeballs and validating what’s now a genuine pathway to the draft. The league has also lured an unprecedented number of NBA veterans down under, in addition to a bona-fide drawcard in Montrezl Harrell. Exhibition matches have become a yearly staple. But perhaps most crucially, the league’s retained Australia’s fringe NBA players, like Matthew Dellavedova and Jack White, who could easily opt to ply their trades in Europe or the G-League.
Promisingly, the WNBL already has many of same foundations in place. While there’s no official Next Stars program, it’s only because it already happens organically. Ezi Magbegor turned down a scholarship at UConn to join Melbourne, while new Opals Jade Melbourne and Izzy Borlase both entered the league as teenagers. The likes of Shaniece Swain, Saffron Shiels, and Nyadiew Puoch have all followed similar pathways. WNBA players continue to be a mainstay of the league, with names like Jackie Young, Kia Nurse, Jordin Canada, and Mercedes Russell dominating in recent times, and Brianna Turner, Veronica Burton and Haley Jones starring this year.
Photo credit: Brendan Thorne / Getty Images
But most promisingly, it’s the mix of Australian stars that routinely prioritise playing in the WNBL. From the last Olympics alone, Borlase, Melbourne, Steph Talbot, Sami Whitcomb, Marianna Tolo, Cayla George, and Amy Atwell are all currently playing, while the recently retired Lauren Jackson finished her fairytale career with a title last season. The shared synergy is a strong starting point for an ownership group aligned with the NBL, who don’t just have a global audience in mind, but a vision of empowering players in new and exciting ways.
“We’ve seen how much potential can be unlocked when leagues work together toward shared goals. The partnership between the NBL and the Wollemi Capital Group Syndicate is a powerful example of this, as it helps ensure that female players have access to the same opportunities and resources as their male counterparts.”
Those kinds of long overdue opportunities should enable WNBL players to reach even greater heights. The standard of the AFLW competition has skyrocketed since its inception in 2017, largely stemming from offering female athletes the same facilities and resources as their male counterparts. Sager can see a world where access to improved facilities and increased resources should see the skill and standard of play – things that are already really good! – reach a whole new level.
“Uniting the NBL and WNBL opens up exciting possibilities for connection and collaboration, driving the growth of basketball at all levels. This isn’t just about building the league—it’s about deepening the relationship between the sport and the community, nurturing talent, and creating a vibrant future for women’s basketball in Australia. While the NBL’s success provides valuable insights, the WNBL’s path will be uniquely shaped by its own incredible athletes, fans, and opportunities.”
The funny things about professional sporting leagues is often how they’re perceived by stakeholders. Rarely can administrators appease the masses. Even at the height of their international success, Cricket Australia is blasted for being ‘woke’. The AFL is routinely bagged for being too much of a ‘business’. Never mind it’s become the country’s most profitable sporting enterprise, reached unprecedented revenue and viewership, and successfully started an 18-team women’s competition from scratch. The point is, the balance business and sport can be a hard proposition to get right.
Sager’s CV suggests she’s the type of CEO can who balance business aspects with her basketball acumen. In addition to her own experience and passion for the game, she boasts extensive success as an executive in television, social media, and technology across both Australia and the United States, three fields crucial to the success and growth of any professional sporting competition. And while executive leadership is one thing, her unique understanding of the constantly evolving beast that is media remains crucial to leveraging a product ready to reach a wider audience.
“In 2023, women’s sport accounted for just 15% of sports news coverage. Australia has significant strides to make in achieving fair representation in the media and increasing commercial investment in women’s sport. Encouragingly, we’re moving in the right direction. The WNBL is reaching more audiences than ever through platforms like ESPN, Kayo, Fetch, SkySport (NZ), and 9Go, and we’re seeing record attendance numbers at games—a testament to the league’s growing appeal,” Sager explains. “Our focus right now is building on the strong foundations that already exist and developing a long-term strategy for sustainable growth.”
Current CEO Christy Collier-Hill has worked tirelessly to put these current pieces in place, doing as much as humanly possible with a shoestring budget compared to her cross-code counterparts. The league’s new ownership should be able to supercharge the strides made in recent years.
Photo credit: Kelly Defina / getty Images
So, what happens next? Even before Sager takes office next year, there’s already great expectations and growing excitement about what the league can become in the next decade. But to get there, the seeds must be planted before they can bear fruit.
“We are at a pivotal and thrilling moment for women’s sport, with interest and engagement soaring like never before—and this momentum shows no signs of slowing down. People are increasingly recognising talented athletes for exactly that: their talent. It’s no longer about men’s games versus women’s games; it’s about exciting, high-quality, and entertaining competition.”
It’s no secret Sager’s sentiment rings true. The talent is there. Both the passion for the game and participation at the junior level exists in spades. And the overall interest in women’s sport has truly never been greater. The foundations are in place, but it’s now about actually building the house. With Sager as the new project manager, there’s a very clear vision of what the dream house should look like.
“Looking ahead, I see the WNBL continuing to go from strength to strength. Over the next five to ten years, I believe it will establish itself as one of the most prominent and globally celebrated basketball leagues in the world. I couldn’t be more excited about the future and what we’ll achieve together.”
Together. While Sager has a plan in place, it’s one which goes far beyond one person. It’s about uniting an entire community, uplifting each other, and making sure each person plays a role. In that sense, it’s really just like basketball. And no-one knows that better than Jennie Sager.