Lisa Borders expected to encounter people who didn’t know about the WNBA.
The number she met, however, was something she had not anticipated when she became the league’s fourth president last year.
“It was a little bit deeper and a little bit broader than I expected, but therein lies a terrific opportunity,” Borders, 59, told The News & Observer over the phone Wednesday, the eve of the 2017 WNBA Draft.
Borders, a Duke almuna, has 25 years of experience in corporate, public and non-profit sectors. She has tapped into marketing strategies to help drive the social and digital efforts of the longest-standing women’s professional league.