Indiana Fever guard Caitlin Clark had a recent spark in popularity and increased the audience for women’s college basketball by more than 60% across various national networks. Also, more than 48% of games are shown by the network, which it is averaging a bigger audience than their male counterpart. Clark not only impacted women’s basketball on a collegiate level but on the professional level as well.
Following her entrance into the WNBA draft Clark has helped institute a 307% increase in viewership regarding the 2024 WNBA draft. The draft drew in an immense audience of over 2 million viewers to ESPN coverage
As Clark continues her success in the WNBA it is important to recognize her impact, “The Caitlin Clark impact is real. An energy and vibrance is touching the WNBA in ways it never has before,” said Armstrong. “If we can get a groundswell increase in ticket sales for all WNBA teams, more merchandise sales, more media exposure, and more people investing, we’ll start to see movement in revenue,” said Ketra Armstrong, Director of Sport Management at CSULB.
Many would think her breakthrough would lead to higher salaries and contracts within the WNBA but this has not been the case. Despite the substantial increase in viewership that Clark has brought to college and professional women’s basketball, there remains a large discrepancy between the payment and recognition provided to women athletes in comparison to their male counterparts.
While Clark’s recent performances have brought audiences and drawn attention to the talent in women’s basketball, the question of fair wages and support for these athletes is still relevant. Following Clark’s achievements it has highlighted the need for stakeholders within women’s basketball to support larger investment in the sport.
This not only includes increased salaries and endorsements for players but also resources for higher-quality marketing plans to further promote the visibility of women’s basketball. Looking toward the future of women’s basketball the momentum created by Clark’s impact must be used to accomplish meaningful change within women’s basketball.
This includes addressing prior challenges such as outdated stereotypes, biases, and gender equality in sports, and creating a pathway for aspiring female athletes to thrive and succeed at every level of the game.
Caitlin Clark’s influence on women’s basketball extends way beyond the court and has promoted important conversations regarding concerns and the overall future of women’s athletics.
As Clark continues her journey in the WNBA it is to recognize the breakthroughs and progress Clark has generated in her early career. Her accomplishments have brought about much progress and empowered the next generation of women basketball stars to reach new heights.
