The “Caitlin Clark Effect” has taken the sports world by storm, sparking unprecedented interest in women’s basketball. Clark’s dynamic presence has brought a fresh wave of attention that transcends typical fan bases, drawing in viewers who may have primarily tuned in for the NBA. Despite some critics, Clark’s influence continues to break records, even in her absence from this year’s WNBA playoffs, which saw record-high viewership. Yet, this raises a critical question: will her impact be enough to propel the WNBA to the level it aspires to reach?
Some analysts believe Clark has ignited an ongoing spark. This year, the league took advantage of its rising popularity by signing an 11-year, $2.2 billion media rights deal with Disney, NBC, and Amazon. As CNBC host Alex Sherman pointed out, the WNBA Finals reached a 25-year viewership peak, showcasing a growing interest that extends beyond Clark alone. The deal, which provides an average of $200 million per season, marks a sixfold increase from previous agreements—though it’s still far below the NBA’s multi-billion-dollar deals.
Starting in 2026, this media agreement will run until 2036, potentially allowing for value adjustments after three years. Broadcasting more than 125 WNBA games each season across these major networks will provide unprecedented national exposure, setting the stage for a new era in women’s basketball. The record-breaking numbers speak for themselves: the Fever and Sun’s Game 2 matchup in the first playoff round drew 2.5 million viewers, peaking at 3.4 million. The Indiana Fever set new records throughout the season, illustrating the potential to grow viewership beyond this year’s Rookie of the Year.
While the WNBA is making strides, challenges remain. Caitlin Clark’s popularity has stirred some controversy within the league, with debates over whether her spotlight eclipses established players. Some memorable confrontations, like Chennedy Carter’s shoulder-check and Diamond DeShields’ double foul on Clark, have fueled heated fan reactions. Flagrant fouls against Clark accounted for a significant portion of the season’s totals, sparking discussions about the level of physicality and fair treatment. NBA Commissioner Adam Silver, while defending the intensity, emphasized that Clark is a tough player who can handle herself.
The public’s fascination with Clark has only heightened rivalries in the league, which WNBA Commissioner Cathy Engelbert acknowledges as crucial for fan engagement. Drawing comparisons to the iconic Larry Bird and Magic Johnson rivalry, Engelbert stated that rivalries create the drama and intensity that make sports captivating. The WNBA’s surge in popularity is undeniable, but capitalizing on Clark’s momentum will require strategic moves. For Engelbert and league officials, the task now is to harness the “Caitlin Clark Effect” to fuel sustainable growth, ensuring that women’s basketball continues to thrive well into the future.
