Feb. 10--The WNBA tapped Coca-Cola Foundation chairwoman Lisa Borders as the new president of the women's basketball league on Wednesday.
Borders serves on Duke University's board of trustees with NBA commissioner Adam Silver. Both were named to the board along with six other new trustees in July.
Silver was on the hunt for a new league president after Laurel Richie resigned in November. NBA deputy commissioner Mark Tatum replaced Richie on an interim basis.
The WNBA tips off its 20th season on May 14 and Borders faces daunting challenges such as the league's struggle to build audience on TV and in the stands.
"As a proven executive with a passion for the WNBA and the game of basketball, Lisa is the right leader at a pivotal time in the league's history," Silver said in a league statement. "She will be responsible for spearheading our efforts to strengthen the WNBA and accelerate its growth."
Silver expressed disappointment in the league's development in September. "It's not where we hoped it would be," he said, according to Sports Business Daily. "We thought it would have broken through by now.
"We can't have it both ways. We can't say 'Well, why isn't this league making money?' and at the same time say the answer is to increase our expenses. I'm having that conversation with the players."
He reaffirmed his support for the WNBA in November when Richie's departure raised questions about the future of the league. "We are 100 percent committed to the league," he said then.
Last month, the WNBA overhauled its postseason format in a bid to drum up more suspense during the playoffs and announced ESPN networks would broadcast all playoff games.
Borders' involvement with the WNBA dates back to 2008, when she played a key role in the formation of the Atlanta Dream as vice mayor and president of the city council.
"The WNBA has reached a significant milestone, and I feel privileged to be joining the league at such an exciting time," Borders said in a league statement. "I have always been a staunch supporter of this league and its tremendous athletes."
plthompson@tribpub.com
