It’s no secret that the WNBA has been losing money since its inception. The NBA is basically carrying the women’s league on its own shoulders. But, because the WNBA has a solid fan base and has helped to showcase the nation’s top talent in women’s basketball and bring women’s college basketball into the national spotlight as well (would we know so much about players like Candace Parker with out it?), the promotional powers-that-be are doing their best to help keep the WNBA alive.

WNBA President Donna Orender welcomes Candace Parker into the league in the spring of 2008.

The basic necessity is money. You can’t run a league with out money — in any sport. So here’s where WNBA execs have gotten a bit creative: Sponsorships. That’s right, teams like the Los Angeles Sparks and the Phoenix Mercury have inked deals with Farmers Insurance and LifeLock (respectively) to sport the company’s logo on their warm-ups and jerseys.

“We are pleased that the appeal and value of the WNBA will be utilized to its fullest behind this new partnership between the Sparks and Farmers Insurance,” said WNBA President Donna Orender. “Strong brands continue to be attracted to the league, not only for its elite athletes, outstanding entertainment, and high level of play, but also for its authentic connection to communities, families, and women.”

This is just another innovative way to help keep the WNBA afloat. Since 1997, women’s basketball has made incredible strides and it would be a shame for it to come to end due to financial issues. Hey, the government bailed out the banks and automakers. Perhaps a bailout  for the WNBA would also work? Kidding.

And she wants it before she retires. So Candace Parker better hurry up and recover from having her baby, because Lisa Leslie is planning on retiring at the end of this season.

Lisa Leslie is hoping to win a WNBA championship this season. Candace Parker is the key.

Parker is a key component to the Los Angeles Sparks‘ success. She’s the reigning WNBA MVP and was voted rookie of the year last season.

“I think Candace is going to come in when she knows she’s effective and she can contribute,” Leslie said, according to ESPN.com. “I think the beautiful part of it is that she is young enough that she will be able to do it faster than any of us here that have been able to do it. I would say by the end of June she would be in practice.”

In addition to Parker, Leslie also has Tina Thompson, Betty Lennox and DeLisha Milton-Jones at her side. Her teammates want to send her out on a high note and a WNBA championship certainly isn’t out of the realm of possibility for the WNBA veteran and most recognizable face of the Sparks.

Los Angeles opens the season at home on June 6 against Detroit, the defending champions.

Image: Zuma