Exclusive: Prime Video Orders Atlanta Dream Documentary Ahead of WNBA Season

Dreams can change lives—and the U.S. political landscape. And in 2020, WNBA team the Atlanta Dream did both. Just ahead of the 27th WNBA season tip-off, Amazon Prime Video has ordered a documentary film Power of the Dream that details how the team took on their owner, and permanently altered Georgia politics. “We believe in the power of women's sports to inspire and entertain audiences around the world, and remain committed to amplifying women's voices,” said Marie Donoghue, vp of global sports video at Amazon, in a statement. “Our investment in women’s sports extends beyond our live coverage, as we’re dedicated to highlighting storytelling about female athletes, and empowering female leadership in front of and behind the camera. "With the extension of our WNBA deal, we are thrilled to bring the excitement of women’s basketball to Prime members once again, and look forward to continuing to champion storytelling in women's sports.” Sue Bird and Sylvia Fowles Both Dominated the WNBA, but Only One Scored With Brands While WNBA players have long been at the forefront of social justice movements in sports, the Dream took action after Georgia senator—and Dream co-owner—Kelly Loeffler publicly criticized the league’s support of the Black Lives Matter movement. More than 70% of WNBA players are Black. In an effort to elect Rev. Raphael Warnock to the U.S. Senate, players took to the court donning “Vote Warnock” pregame warm-up shirts, and the league dedicated its 2020 season to Breonna Taylor, who was killed by Louisville, Ky. police during a drug raid. The movement quickly spread beyond the WNBA, generating massive momentum for Warnock, an endorsement from former President Barack Obama, and a runoff election win. Six weeks later, Loeffler sold the franchise. Part of the investor group includes Renee Montgomery—a former Dream player, and the first retired player to become both an owner and a WNBA executive. The documentary comes from Industrial Media, Trilogy Films, Joy Mill Entertainment and Togethxr. It is produced by Dawn Porter, Adweek cover star Tracee Ellis Ross and WNBA stars Sue Bird and Nneka Ogwumike. WNBA media rights deals Prime Video will have coverage of the 2023 WNBA season on Thursday nights, beginning May 25. The streamer has the rights to 20 games for the season, in addition to live coverage of the Seattle Storm for Prime members in Washington. The WNBA currently has media rights deals with Disney, Paramount, Prime Video, Facebook and Twitter, and last month announced a multi-year deal with Ion to air regular season games on Friday nights. The WNBA Is Done Being Left Behind in Media Rights Deals Last year, the league had its most-watched regular season in 16 years, and momentum from growth of women’s college basketball is expected to carry into the 2023 season. The WNBA’s deal with Disney runs through 2025, and was worth $27 million in 2021. League commissioner Cathy Engelbert previously told Adweek that WNBA is worth far more than its current deals—with reports indicating a $100 million per year target price tag. Brands are on board As media coverage around the WNBA increases, brands are getting in on the action. CarMax became the WNBA’s latest Changemaker— a marquee sponsorship program designed to help the league overhaul its business—and one that has rapidly transformed the league since commissioner Cathy Engelbert introduced the program. The deal makes CarMax a core partner for the league as part of a multiyear agreement, and expands an already existing partnership. The brand is the sixth WNBA Changemaker, joining the ranks of Nike, Deloitte, AT&T, Google and US Bank. “WNBA athletes are powerful role models for today’s youth through their display of confidence, teamwork and leadership skills, both on and off the court. We hope that by elevating and increasing the visibility of these incredible athletes, we will also help girls in our communities feel inspired and empowered to reach their full potential,” Sarah Lane, vp of marketing at CarMax, said in a statement. CarMax branding will align with key events on the WNBA calendar, and will be visible in arenas and on the league’s media and digital platforms. The brand is partnering with the league for an initiative that will make WNBA League Pass available for free for the first 10 days of the season, with further opportunities for a free trial throughout the season. Sue Bird and Sylvia Fowles Both Dominated the WNBA, but Only One Scored With Brands The used car retailer will also join for WNBA Untold Stories, an annual content series that will run on digital and social media platforms, as well as CarMax’s channels. The brand will also host player media sessions, providing them with tools to help grow their own personal brand through media training and networking. CarMax already has partnerships with Candace Parker and Bird, as well as Steph Curry. Those spots will continue to run nationally. “It is an honor to work with a brand that recognizes the value of investing in the WNBA and is dedicated to using its influence to drive brand awareness and amplify the visibility of the league’s incredible players,” Bird said in a statement. The Changemakers program has had a visible impact on the league as Engelbert—the former Deloitte CEO—works to build a new economic model for the WNBA. Google partnered with ESPN to bring more games to national television, and in partnership with Deloitte the league unveiled a transformed WNBA app and website earlier this week.