Caitlin Clark’s Billion-Dollar Effect: How One Player is Reshaping the WNBA Economy
Caitlin Clark isn’t just the Indiana Fever’s star guard—she’s arguably the WNBA’s economic engine. According to Indiana University finance professor Ryan Brewer, Clark was responsible for 26.5% of all WNBA economic activity in 2024. That includes everything from ticket sales and TV ratings to merchandise and local tourism. For 2025, Brewer projects her total financial impact could hit $875 million—and says it’s “easy” to imagine that figure surpassing a billion.
“If things just go as they were, and we have an expanded season of 22 home games with modest inflation, I’m looking at $875 million,” Brewer told NBC. “And I could easily see that eclipsing a billion dollars.”
WNBA Growth Fueled by Clark’s Stardom
The WNBA’s 29th season tipped off amid record-breaking buzz. Last year, Clark’s rookie campaign lifted average league attendance from 6,615 to 9,807 per game, with the Fever alone averaging over 17,000 fans per home game—more than the Indiana Pacers. All three WNBA games that drew over 20,000 fans involved the Fever.
This rise isn’t isolated to the stands. TV ratings soared. Fever games became the most-watched WNBA broadcasts ever across ESPN, ABC, CBS, and NBA TV. Her games alone accounted for 21 of the 24 WNBA-related telecasts to hit 1 million viewers.
And ticket demand? StubHub says every one of this season’s top 10 best-selling WNBA games features the Fever. Away games with Clark in the lineup see ticket prices jump 140%, with the average road ticket costing $312.
Record-Breaking Merch & Media Deals
Clark has also turned WNBA merch into a hot commodity. Fanatics reports that WNBA merchandise sales jumped over 500% last season. Clark now ranks in the top 20 of all athletes on the platform, and sixth across both the NBA and WNBA.
Her popularity aligns with the league’s aggressive growth strategy. The WNBA just added its 13th team—the Golden State Valkyries—and plans to expand again next year to Toronto and Portland. In 2026, a new $2.2 billion media rights deal kicks in, expected to triple current revenues. Anticipating this influx, the players union opted out of their collective bargaining agreement and is pushing for salary hikes.
Clark, meanwhile, earned just $76,535 as a rookie—though she reportedly signed a $28 million deal with Nike. “It would be impossible to pay her what she’s worth to the league,” her agent told ESPN.
Angel Reese: A Rising Star Amplifying the League’s Growth
Angel Reese, drafted seventh overall by the Chicago Sky in 2024, quickly established herself as a formidable presence in the league as well. Beyond basketball, she founded the Angel C. Reese Foundation to empower girls through sports, education, and financial literacy. Reese has also secured endorsement deals with major brands like Reebok, McDonald’s, and Hershey’s, highlighting her marketability and influence.
Reese’s popularity has translated into increased attendance and merchandise sales. The Chicago Sky ranked third in road attendance, averaging 10,365 fans per game. Her jersey sales have consistently been among the top five in the league.
The Rivalry Fueling Record Viewership
The on-court rivalry between Clark and Reese has captivated audiences, drawing parallels to the legendary Magic Johnson-Larry Bird rivalry. Their matchups have consistently set viewership records, with their 2025 season opener attracting an average of 2.7 million viewers, peaking at 3.1 million—the most-watched WNBA regular-season game in 25 years.
Driving Local Economies, Too
The “Clark Effect” extends beyond the WNBA into city tourism. Visit Indy launched a targeted ad campaign in Iowa after the Fever drafted her No. 1 overall—and website traffic to Fever-related pages skyrocketed 501%. Hotels saw spikes in bookings, and Fever home games became a tool for luring in big-spending convention planners.
“She is illuminating the sport,” Brewer emphasized. “She’s bringing in a new demographic, accelerating interest in corporate sponsorships, and driving economic growth unlike anything we’ve seen in the WNBA.”
Indianapolis is already responding—building a $78 million practice facility solely for the Fever.
The Face of a New Era
Even with rising stars like Angel Reese bringing their own fanbases, no one in the league has matched Clark’s financial influence. Their rivalry, dating back to college, brought in 2.5 million viewers during a May 17 game—the most-watched WNBA game ever on ESPN.
Still, Brewer says the numbers prove Clark’s role is singular: “Her ability to fill up stadiums is amazing.”
A billion-dollar impact from one player? It’s no longer a stretch. Caitlin Clark may not just be changing the game—she’s redefining the business.
