Caitlin Clark's Popularity Acting As a Catalyst to Grow Women's Salaries
The WNBA phenom is doing more for the league than starring on the court
Feelings that respect, fairness and appreciation are lacking in an environment can inspire frustration, anger and resentment.
The WNBA has seen targeted on-court aggression that seems outside the norm of competitive play towards one of its newest stars and a segment of fans on social media have felt that this star is getting too much attention at the expense of another high-profile rookie and the league’s other quality players.
Caitlin Clark, the rookie standout of the Indiana Fever, likely rookie of the year and formerly the two-time NCAA National Player of the Year at the University of Iowa, where she ended her career as the all-time leading scorer, men and women, is that player mentioned above.
The first overall pick in the WNBA draft, Clark’s elite name recognition and popularity helped her receive an endorsement deal with Nike for $28 million. Clark’s confidence and the attention and money she’s received so quickly upset many players in the WNBA who felt that they had already gone well beyond proving themselves and have not been celebrated to this degree.
Las Vegas Aces player A'ja Wilson, a two-time WNBA Most Valuable Player, two-time Defensive Player of the Year and the leading contender for one or both of those awards again this season, expressed her feelings about the role that race is playing when Clark, a newcomer, was being pursued by corporations and given endorsements before her and other Black stars.
"I think a lot of people may say it’s not about black and white, but to me, it is," she painfully said. "It really is because you can be top notch at what you are as a Black woman, but yet maybe that’s something that people don't want to see.
"They don't see it as marketable, so it doesn't matter how hard I work. It doesn't matter what we all do as black women, we're still going to be swept underneath the rug. That's why it boils my blood when people say it's not about race because it is."
Some players have been overly rough with Clark on the floor and the perception (or reality) is that it’s envy and anger.
Nancy Lieberman, a three-time All American basketball player in college, a former professional player and Naismith Memorial Hall of Fame member, sees Clark being unfairly judged and mistreated.
Lieberman’s belief is that upset players and critics are not seeing what financial value the young phenom, who just set the league’s total points record for a rookie and who brings a strong overall game to competition, is creating for the future of the league and its players.
"What Caitlin Clark has done for the game is generational. As a baller to a baller, I just want to say 'thank you to you, Caitlin Clark for just lifting our game up. You and so many great players,’” Lieberman said. “You are going to make all these women multi-millionaires one day. Like Tiger and MJ did. We shouldn't hate on her. We should celebrate her, not tolerate her."
Could it be possible that anger is blinding players to the benefits that Clark-mania is bringing to the WNBA? The media coverage and new fan excitement seems slanted towards her achievements and has not been as as inclusive of the other accomplished players’ performances and teams. That has not been tolerated well.
”While Clark’s talent and capability to draw attention to herself and the WNBA are undeniable, it’s probably true that other players like A'ja Wilson, Breanna Stewart and Angel Reese as an example, deserve more recognition,” says Val Martinez, the CEO at BettingLadies.com, the first betting community for women bettors.
“What’s missing from the discussion is the idea that star power should enhance the league as a whole, not divide it. Instead of framing the conversation as an either/or — Clark or Wilson, Clark or someone else — the focus should shift to how all these talented players contribute to the WNBA’s growth.”
WNBA players may appreciate that Martinez recognizes what some in the media and many fans are not.
“Clark is bringing attention, but Wilson and Stewart have created the foundations and a path for a bright key future,” she says.
Martinez does express a concern.
“The question that has been lingering around the WBNA should be addressed to the journalists themselves,” she asserts. “Is there a media bias — and is intersectionality in sports coverage playing a role here?”
Martinez elaborates.
“The disparity in attention between players, particularly when racial dynamics are at play, deserves reflection. But rather than giving way to resentment, this awareness should lead to a more inclusive narrative that elevates all players, the game and the WNBA in the process,” she explains.
Enlarging the picture from the micro to the macro is important.
“Ensuring that the conversation isn’t limited to one star and expanding the spotlight on the diverse talent driving the league forward, is the only way forward,” she says. “The success of one player, like Clark, doesn’t detract from others. Instead, it opens opportunities for broader recognition.”
Clark’s excellence has triggered increased the following online, more viewership of games, growing ticket sales and more passionate media coverage. Lieberman is saying that all this will profit the league.
Critics have long spoke about the NBA, the WNBA’s parent company, bemoaning the support and promotion of the women’s game, including the relatively low salaries. There are players who go overseas in the offseason because they see it as a necessity to capitalize on their marketability. NBA players don’t have a financial need to do it.
“I think Lieberman’s comment deserves a reflection pause,” Martinez says. “The main highlight of her commentary is one and only — financial disparity. Compared to the NBA, WNBA players, even at the elite level, earn significantly less.
“At BettingLadies.com, we have spoken many times about financial disparity, as it’s highlighted in this comparison that we created:
“Lieberman’s sentiment is that star power like Clark’s can elevate the league, bringing in more fans, media coverage, sponsorships and eventually higher salaries for all players, much like Tiger Woods did for golf and Michael Jordan for basketball.
“It is absolutely positive for any player, including Clark, to help increase attention and passion for the WNBA. Athletes like her can act as a catalyst for bringing in a broader audience, which is critical for the league's financial growth,” she points out.
“This year alone, we have seen the WNBA and Skims partnerships, which would have been unthinkable a few years ago.”
Business is finally shifting into a higher gear and moving at a higher rate of speed.
“The more people care about and invest in women’s basketball, the more likely the league and its players will reap financial rewards,” Martinez says.
The narrative about the negativity being shown to Clark could possibly be skewed, at least a little, when the assumption is that she Clark is deeply resented because of the early multi-millions in endorsements and effusive praise that seem to follow her every game.
“I don’t think Clark is truly hated,” Martinez says. “What we’re seeing is a natural reaction to her rapid rise and the overwhelming attention she’s received.
“In sports, when a player receives immense attention, particularly in a league that features many other highly-talented athletes, there can be a perception of imbalance, leading to feelings of frustration among fans of other players.”
Martinez agrees with Lieberman and an increasing amount of voices in sports that the Fever star is a force beyond the basketball court.
“Caitlin Clark's prominence in women's basketball highlights the complex dynamics of media attention, representation and growth in sports,” she says. “Clark's undeniable talent and ability to draw fans and attention to the WNBA is a positive force for the league’s overall visibility and future success.
“Her rise mirrors the impact of other transformative athletes in sports, who have brought new audiences and financial opportunities to their leagues.”
Martinez asks a question out loud and subsequently answers it.
“Will the noise stop? Possibly, in time, as people come to understand that media attention is beneficial for the WNBA, even if it's currently focused primarily on one player.”
Follow on the LinkedIn company page for Communication Intelligence
To sponsor this publication, place an ad or have links published, check this page.
