What Phoenix Mercury does

Phoenix Mercury is a professional women's basketball franchise competing in the Women's National Basketball Association (WNBA) and based at Mortgage Matchup Center in Phoenix, Arizona. Founded in 1997 as one of the league's original eight charter teams, the organization has won three WNBA Championships (2007, 2009, 2014) and operates under the broader Phoenix Suns ownership umbrella led by Mat Ishbia, with the WNBA itself owned by NBA Media Ventures, LLC. The team fields a roster of elite players including Alyssa Thomas, Kahleah Copper, and DeWanna Bonner, coached by Nate Tibbetts.

The franchise's core product is live professional basketball entertainment, monetized across five primary revenue streams: ticket sales (individual games, multi-game packs, and PayPal X-Factor season memberships) via Ticketmaster; broadcasting rights under a multi-year partnership with Gray Media extending through 2030; corporate sponsorships with brands such as Bally Bet, Bell Bank, Fry's Food Stores, and Total Wine & More; merchandise; and recurring membership/streaming fees. Its technology layer consists of a DTC streaming service (Merc+) consolidated into the Arizona's Family Sports App, a shared Suns-Mercury mobile app with Ticketmaster integration, the PHX ID in-arena digital payment system, and direct fan engagement channels including SMS alerts and the Merc Mail newsletter. Community-facing programs — Adopt-A-Team (entering its 17th season), Community Tickets for Title I schools and 501c3 nonprofits, and the Believe In Women storytelling initiative — extend the franchise's brand footprint into the Phoenix metropolitan market and serve a dual purpose of community goodwill and CRM cultivation.

Name

Phoenix Mercury

Legal name

Phoenix Mercury

Website

https://mercury.wnba.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Phoenix Mercury is a charter WNBA franchise founded in 1997, based at Mortgage Matchup Center in Phoenix, Arizona. It fields a professional women's basketball team and generates revenue from ticketing, OTA broadcasting via Gray Media, corporate sponsorships, merchandise, and streaming subscriptions through Merc+.

Ownership category

akta.pro rank

Product category

Professional Sports (Women's Basketball)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

Keywords

• Professional basketball
• Women's sports
• Live sports entertainment
• Sports ticketing
• Sports streaming

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from individual game tickets, season ticket packages, and premium seating sold through Ticketmaster platform
2. Broadcasting Rights: Multi-year broadcast agreement with Gray Media through 2030, generating revenue from over-the-air television broadcasts on Arizona's Family stations
3. Corporate Sponsorships: Partnership deals with corporate sponsors including Bally Bet, Bell Bank, Fry's Food Stores, and Total Wine & More for brand visibility and promotional activations
4. Merchandise Sales: Sales of team merchandise including jerseys, apparel, and memorabilia through team stores and retail partnerships
5. Membership Programs: PayPal X-Factor membership program offering fan benefits and exclusive access

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Phoenix Mercury operates as a WNBA professional women's basketball franchise delivering live game entertainment at Mortgage Matchup Center in Phoenix, Arizona. Its core sellable offerings include live WNBA games, season memberships (PayPal X-Factor), multi-game packs, single-game tickets, group tickets and experiences, theme nights, and the Merc+ streaming platform, supported by team merchandise sales.

Product overview

Phoenix Mercury is a professional women's basketball team competing in the WNBA. The organization's product portfolio centers on live sports entertainment through WNBA games at Mortgage Matchup Center in Phoenix, supported by ticketing products (season memberships, multi-game packs, single-game tickets), digital platforms (mobile app, Merc+ streaming, PHX ID payments, SMS alerts, email newsletters), and community initiatives (Adopt-A-Team, Community Tickets, Believe In Women). The team also produces original video content through The Drive documentary series and For The W storytelling series. Premium offerings include group experiences, theme nights with promotional giveaways, and tiered membership benefits from courtside access to general seating.

Differentiator

Problem solved

Functional benefit

Brands

• PayPal X-Factor: Season ticket membership program with exclusive benefits and experiences
• Merc+
• PHX ID
• Scorch
• X-Factor

Products and services

• Phoenix Mercury WNBA Games Live professional women's basketball games played as part of the WNBA regular season and postseason at Mortgage Matchup Center in Phoenix, for fans, sponsors, and broadcast audiences.
• Season Memberships (PayPal X-Factor) Season ticket packages under the PayPal X-Factor membership brand, offering tiered benefits including courtside access, club seating, food/beverage packages, exclusive events, and priority playoff access for fans seeking full-season engagement.
• Multi-Game Packs Flexible ticket packages allowing fans to select multiple games at discounted rates compared to single-game purchases, for fans wanting partial-season flexibility.
• Single Game Tickets Individual game tickets for home contests at Mortgage Matchup Center, distributed via Ticketmaster with variable pricing tiers and promotional offers.
• Merc+ Streaming Service Direct-to-consumer streaming service providing live local broadcasts of Mercury games, exclusive content, game replays, highlights, and original programming via web, mobile app, and connected devices.
• PHX ID Digital identity and payment system integrated into the Suns-Mercury mobile app for cashless arena concessions and merchandise purchases at Mortgage Matchup Center.
• Group Tickets & Experiences Group ticket packages with exclusive on-court and behind-the-scenes experiences including national anthem performances, court access, arena tours, and group photo opportunities for groups and corporate outings.
• Theme Nights & Promotions Special event game nights including Pride Day, Diana Taurasi Ring of Honor, Noche Latina, and Rock the Pink, featuring themed giveaways and in-arena entertainment.

Quantifiable outcome

• Viewership increased approximately 500% following transition to over-the-air broadcasting

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Gray MediacoreGTM or Marketing Partner · 1 March 2024Broadcast partner with multi-year agreement extending through 2030. Gray Media's Arizona's Family stations (KTVK/KPHO) serve as the official broadcast partner for Mercury games, reaching viewers across the Phoenix metropolitan area through over-the-air television.
• Arizona's Family (KTVK/KPHO)coreGTM or Marketing Partner · 1 March 2024Local broadcast station group serving as the Mercury broadcast partner. The partnership has resulted in approximately 500% viewership increase since transitioning to over-the-air broadcasts, expanding reach to households without cable subscriptions.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Phoenix Mercury. Provides digital ticketing platform enabling fans to purchase individual game tickets and season packages through the Ticketmaster marketplace.
• Bally BetminorOthersSports betting sponsor and investor in the Mercury organization. Provides financial support through sponsorship agreement.
• Bell BankminorGTM or Marketing PartnerCorporate sponsor partner engaged in promotional activities and brand visibility through Mercury games and events.
• Fry's Food StoresminorGTM or Marketing PartnerPromotional partner providing community engagement and promotional support. Part of Kroger grocery chain serving Arizona markets.
• Total Wine & MoreminorGTM or Marketing PartnerPromotional partner supporting Mercury events and activities with in-store and event-based marketing activations.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Angel City FC: NWSL women's professional sports franchise with a similarly purpose-driven sponsorship model and DTC streaming approach. Useful peer for women's-pro-team monetization benchmarks beyond basketball.
• Atlanta Dream: WNBA franchise in a comparable major U.S. media market; relevant peer for sponsorship pricing, attendance benchmarks, and DTC streaming strategy in the Southeast.
• Indiana Fever: Caitlin Clark-led WNBA franchise whose recent sale reset league valuations. Comparable in audience momentum, national broadcast profile, and digital engagement, though in a smaller market than Phoenix.
• Connecticut Sun: Established WNBA franchise with comparable league tenure and operating model; useful as a peer for franchise valuation comparables and mid-market sponsorship benchmarks.
• Las Vegas Aces: Defending WNBA champions and the league's most recent dynasty, the Aces are the most direct sporting and commercial comparable — competing for championships, sponsorships, and audience share in a comparable major U.S. media market.
• Chicago Sky: WNBA franchise in a major Midwest market with a comparable operating footprint and revenue model; relevant for cross-market sponsorship and ticket-pricing comparables.
• Minnesota Lynx: Perennially competitive WNBA franchise with championship pedigree comparable to the Mercury's, serving as a peer for season-ticket, sponsorship, and broadcast economics outside the largest markets.
• Seattle Storm: Multi-time WNBA champion franchise with a similarly mature brand and comparable revenue model (tickets, sponsorship, merchandise, membership). Useful benchmark for legacy-franchise economics.
• New York Liberty: WNBA franchise operating in the country's largest media market, owned by Joe Tsai and the Brooklyn Nets umbrella. Directly comparable in revenue mix (tickets, OTT, sponsorships) and as a benchmark for franchise valuation.

Broad incumbents

• Phoenix Suns: NBA franchise sharing arena, ownership, and digital infrastructure with the Mercury under Mat Ishbia. Most relevant operational peer for shared-venue economics, co-developed streaming/app, and cross-team sponsorship packaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PhoenixMercury
• YouTubeyoutube.com/channel/UCcjwUjOqddcuhf813plJJPg
• Facebookfacebook.com/phoenixmercury
• Instagraminstagram.com/phoenixmercury/?hl=en
• TikToktiktok.com/@phoenixmercury
• LinkedInlinkedin.com/company/phoenix-mercury

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phoenix Mercury