Reflecting on their long-term deal with the NBA, ESPN Chairman Jimmy Pitaro and EVP of Programming & Acquisitions Rosalyn Durant said the rise of the WNBA of late provided extra motivation to renew.

“There’s a lot of demand for WNBA content right now, which, from our perspective, is fantastic,” Pitaro said during a press call. The call was arranged after the league’s confirmation of long-rumored rights deals with Disney-ESPN, NBCUniversal and Prime Video, at a reported $77 billion over 11 years.

“We’re looking at a rising tide right now, where we’re seeing our competitors in the industry really get behind women’s sports in general and behind the WNBA,” Pitaro continued. “And that’s a good thing! We love the momentum around women’s sports in general but especially around the WNBA.”

The NBA created the WNBA in 1996, but only in the past several years has it seen a surge in TV viewership and arena attendance. Rookies Caitlin Clark and Angel Reese, who waged memorable battles in college, have added to the pro league’s appeal, as sports like women’s soccer, college softball and gymnastics have put up stellar ratings.

“We’ve been partners with the NBA since their inaugural season,” Durant noted. “It’s no secret, and Jimmy mentioned the numbers and the growth, that women’s sports are ascendant. The WNBA is ascendant. It’s vibrant.”

The current WNBA contract, along with that of the NBA, runs through the end of the 2024-25 season.

WNBA Commissioner Cathy Engelbert said the league’s partnership with Disney “has been instrumental to the growth of the WNBA and women’s basketball. … We look forward to building on the incredible momentum we have accomplished together to enhance the visibility of the players and teams and providing more engaging experiences for our fans in the years to come.”

Disney’s new agreement averages $2.6 billion a year. Pitaro said the long-term financial commitment fits with the company’s effort to balance its traditional (and shrinking) linear business with streaming. The ESPN flagship streaming service, which will include the main programming offerings available on pay-TV, is due to launch in the fall of next year. Venu Sports, a joint venture of Disney-ESPN, Fox and Turner Sports, will also benefit from the NBA continuing on Disney, Pitaro said, though the loss of NBA by Turner after next season could present challenges to the JV down the line.

“When we sit down at the negotiating table with leagues, what we hear about is reach. And that’s music to our ears” given the combined audience it can connect with across platforms, Pitaro said. “The great thing about this negotiation is that we were completely aligned in prioritizing digital and streaming … We’re running parallel paths here.”

As a signal of where it is headed, Disney simulcast this year’s WNBA season opener on ESPN linear and Disney+.