Accrington Stanley owner Andy Holt’s tweet was dripping with Lancastrian sarcasm.

“Congratulations Ryan, I honestly don’t know how you do it! Fabulous achievement. Best of luck with the treble,” it read.

He was replying to Wrexham co-owner Ryan Reynolds’ celebratory post following his side’s second successive promotion.

Holt is one of English football’s most intriguing characters and is about as divisive as the team on the receiving end of his post. Wrexham are the British game’s Marmite club — other teams’ fans love or hate them — and following their promotion to League One along with Stockport County last weekend, the debate is back with fresh fervour.

Congratulations Ryan, I honestly don’t know how you do it! Fabulous achievement 👏👏👏

Best of luck with the treble ❤️👍 https://t.co/IidWw4KeX0

Advertisement

— Andyh (@AndyhHolt) April 14, 2024

You can forgive Holt, a local businessman who made his fortune in the plastics industry and has invested heavily in his hometown club since assuming control in 2015, for his tongue-in-cheek reply to Reynolds. It was congratulatory while pulling off an exquisite ironic dig at Wrexham’s achievements given their sizeable budget for a fourth-tier club.

There is also the fact Holt has history with Reynolds and Wrexham’s other Hollywood star co-owner Rob McElhenney. They have not always seen eye to eye on matters such as streaming income and ticket prices. Maybe there is something to be said for staking out the moral high ground, for taking a deep breath in times like these and rising above. But this is football — an industry that thrives on petty grudges.

Most neutrals are self-aware enough to acknowledge a degree of jealousy when looking at what Wrexham have achieved since Reynolds and McElhenney took over in 2021.

Aside from the investment, the international exposure and the obvious respect both have for the north Wales club and the town they represent, the actors are annoyingly difficult to dislike. Their self-aware japes, like when they tried to learn Welsh in the Welcome To Wrexham documentary series, and their witty social media posts make it far more difficult to be cynical about their intentions.

They are public-facing in a way that allows accountability, going against the tide of too many absent or elusive owners in the EFL. They have shown touches of class around memorials to the Gresford Colliery mining disaster, surprise charity donations and fan engagement. New big-name international sponsors including Expedia, TikTok and United Airlines have arrived, along with grand plans for new stands at the Racecourse ground. And on-pitch, they have had clear success. Manager Phil Parkinson oversaw a record-breaking points tally on the way to winning the National League title last season to pull Wrexham out of the fifth tier of the English football pyramid after 15 years.

Fan culture in Europe and the U.S. on The Athletic

And they have now done it again, achieving back-to-back promotions for the first time in the club’s 160-year history, once again with the Welcome To Wrexham cameras in tow. The series has brought new fans and attention to the EFL, particularly from the U.S. And this has, in part, led to record domestic and international TV deals — worth £935million ($1.2bn) over five years and £148m over four respectively to the EFL.

So what is not to like? What harm is the Wrexham story doing to football?

If you ask most other fans in England and Wales, quite a lot. Here is where the bubble bursts if you believe Wrexham to be an against-all-odds tale.

Wrexham are not underdogs, at least not in the league. There is a case to be made for underdog status in their FA Cup runs which saw them play Blackburn Rovers, Sheffield United and Coventry City, three sides much higher up the domestic football pyramid in the last two seasons. But when a team have the most money in the division, they have an advantage over the rest. Wrexham are not the first club to use their financial muscle to progress up the leagues. They will not be the last.

Stockport have been on a similar journey up from the National League and carry one of the highest wage bills in League Two this season. Fleetwood Town, now an established league club, did the same in 2012 and 2014. This season’s National League champions, Chesterfield, have spent plenty to get back into the EFL.

GO DEEPER

Chesterfield are heading back to the EFL and have no intention of standing still

The latest set of Wrexham accounts, covering the 2022-23 season, show their wage bill was £6.9million, with losses of £5.1m. Both figures were 1) records for the National League, and 2) higher than all League Two teams that season and most of League One, too. It is an unprecedented amount of money to spend in the lower leagues and as a point of comparison, Accrington lost £785,000 in the same period, when they were a third-tier side.

Stockport also celebrated promotion this weekend (Jess Hornby/Getty Images)

There is no shame in spending big, especially when it works and when your revenue is as big as Wrexham’s was last year (£10.5million — again, more than any other side in the fifth-tier National League or League Two). More money helps attract better players and so the league table often reflects each team’s spending. Only when a club endure a bad season or feel the constraints of the EFL’s financial fair play rules (usually once they reach the second-tier Championship) is there reason to worry.

Where Wrexham have done lots of good for football, the gradual hiking-up of salaries in the lower divisions has been a serious concern to clubs constrained by much smaller margins but trying to compete.

Wrexham’s financial clout and subsequent easy progress straight through League Two was to be expected and it probably will not be until they reach the Championship — or their owners run out of cash or enthusiasm for the project — that we will see what this sort of growth really means. The accounts are hard proof: Wrexham are a good story, yes, but they are no fairytale. This clip on CBS, and the replies, sums it all up perfectly of just how divisive they have become.

“Wrexham and their TV show is doing as much for soccer in America as MLS is doing right now.” 🏴󠁧󠁢󠁷󠁬󠁳󠁿🇺🇸

A (now) third-tier football club from Northern Wales has pulled off back-to-back promotions and the Morning Footy crew couldn’t be happier 👏 pic.twitter.com/bFIy6G3Prq

— CBS Sports Golazo ⚽️ (@CBSSportsGolazo) April 15, 2024

What rankles so many League One and Two and National League fans is that while the story of a post-industrial town that has fallen on hard times with an underperforming/downtrodden football club has captured global attention, it is a story that applies to swathes of the EFL. You could swap out Wrexham for Grimsby Town, Wigan Athletic, Hartlepool United, Newport County or Accrington. None of those clubs means any less to their community just because there are no TV cameras to show it.

Maybe all this says more about fan culture in the UK than we care to admit.

The healthy position in all this is to sit somewhere in the middle. For every moment of admiration for what Wrexham are doing, a sprinkling of awareness of their wage bill or a dash of cynicism around the narrative that they are ‘the only club like it in the world’ should provide a perfectly seasoned outlook.

But balance? A healthy attitude to what other teams in your division are doing? Anything other than disdain for new ideas, new fans and a barrage of media attention for a club other than your own? You will not find that in the EFL. You’re better off trying Disney+ for it instead.

GO DEEPER

Welcome to Wrexham… in League One: What happens next?

(Top photo: Charlotte Tattersall/Getty Images)

Follow The Athletic’s Olympics coverage here.

In 100 days, Paris will host the most famous sporting jamboree on the planet: the summer Olympic Games.

There will be action across 32 sports watched by millions of visitors, as well as an unprecedented opening ceremony set to take place on the River Seine, which runs through the city’s heart. At least, that is plan A, anyway — Emmanuel Macron, the French president, confirmed an off-river contingency for the first time on Monday.

Excitement has not quite taken hold in Paris yet. Decorations around the city remain discrete for a Games awarded to the French capital in September 2017. The City Hall has been plastered with Olympic regalia, but the focus of messaging has primarily been on practicality — “anticiper les jeux” (anticipate the Games), as posters on the Paris Metro, the city’s subway system, depict it.

The past few years have seen plenty of focus on staging the Games, but there has been much more discussion about the practical impact. Authorities have battled and quarrelled to meet deadlines and targets. There have been fears around security, heightened by Russia’s invasion of Ukraine and the Israel-Gaza conflict, with the audacious, river-based opening ceremony — set to be the first time a Games has not opened in a stadium — a particular area of concern.

Add in worries about transport disruption and the threats of strike action from unions with public sector workers, including police, demanding pay concessions for the extra work anticipated for the Games, and the build-up has been anything but smooth. Even ‘les bouquinistes’, the booksellers who maintain a 400-year tradition on the banks of the River Seine, erupted in protest at the prospect of temporary removal for the opening ceremony.

But now, the focus should turn to what else the Games has to offer before the Olympics begin on July 26 (although the men’s and women’s competitions for soccer and rugby sevens begin on July 24), with the Paralympic Games to follow from August 28 until September 8.

“This is the French edition,” joked Emmanuel Gregoire, the mayor of Paris’ first deputy, when asked about optimism before the Games at a press briefing this month. “At the beginning, we have been talking only about problems — but we feel that the joy is growing.”

The Olympic flame is now ablaze, lit on Tuesday on Mount Olympia in Greece before beginning its journey across 400 towns and cities in 65 regions of the French territories and landing in Marseille on May 8.

“Paris 2024 begins on May 8, that’s kick-off,” said Pierre Rabadan, the deputy mayor in charge of sport, the Olympic and Paralympic Games, and the Seine. 

The first torch runners with the Olympic flame in Olympia on April 16 (Socrates Baltagiannis/picture alliance via Getty Images)

It has been a long journey to reach this point. Since Paris was awarded the Games, there has been a global pandemic — which first postponed the Tokyo Olympics and then forced it behind closed doors — conflicts in Europe and the Middle East, inflationary pressures, and screaming headlines about bedbug infestations hitting Paris.

It is safe to say the world could do with a little bit of joy and maybe the Games can provide that.

The question now is whether Paris is ready.

Are the sporting venues ready?

The permanent sites are ready. Paris is aiming to host a sustainable, green-focused Games, with 95 per cent of tournament venues either temporary or using already existing infrastructure.

The new permanent sites — the ones built specifically for the Olympics — are nearly there. The only new sports venue within inner Paris, the Adidas Arena at Porte de la Chapelle in the 18th arrondissement, opened in February. The two-hectare site will host badminton, rhythmic gymnastics, para-badminton and para-weightlifting.

The other two new sites, the Olympic Village and the Aquatic Centre, are in Saint-Denis, north of Paris and near the Stade de France, the national stadium. The Olympic Village was handed over to the organising committee in February and the Aquatics Centre opened this month.

The Aquatics Center in front of Stade de France in February (Stephane de Sakutin/AFP via Getty Images)

“I thought it was not possible, but we delivered them two weeks or one month before the (due) date,” said Rabadan. “So that’s a good point for two things. First, because we are not late and less pressure. Second, because we want to respect our budget.”

Not everything is finished, however. The temporary and renovated venues are in the process of completion, while some training sites are not yet ready. Rabadan added: “Some of the renovations for training camps and venues, we are finishing. For example, we have a massive swimming pool in the north of Paris (20th arrondissement), Piscine Georges-Vallerey. That will open up at the end of April.”

Redeveloped venues include the renovated Yves du Manoir Stadium, used for the eighth Olympiad in 1924, which will host field hockey competitions. Temporary sites are also being put together around famous landmarks, such as the Eiffel Tower (beach volleyball), the Place de la Concorde (which will become an urban park and host 3×3 basketball, BMX freestyle and skateboarding), the Champ de Mars (judo and wrestling) and the Hotel de Ville (archery, athletics, cycling). The Grand Palais, on the Champs-Elysees, will host taekwondo and fencing.

Existing infrastructure is also being used and sometimes re-purposed, such as the home of tennis’ French Open, Roland-Garros (tennis and boxing), and La Defense Arena, which is home to rugby union side Racing 92 and holds major concert events but will host swimming and water polo.

“We are exactly where we would like to be 100 days before the Olympic Games,” said Rabadan.

What about other infrastructure, such as transport?

The extension of Metro Line 14 is due to be ready. This will link Saint-Denis, the heart of the Games, with Paris-Orly airport. Capacity is being increased through more trains and other developments, such as an extension of the tramway to Porte Dauphine, which will allow access to Porte de la Chapelle. That is now complete. The group of new lines, named the “Grand Paris Express”, will not all be ready. The new lines 15, 16, 17 and 18 will open before 2030.

“We’ve known for a very long time that the Paris Express could not be ready for the Games,” said Gregoire. “So it’s not a problem, but of course, it could have been better. But these lines don’t serve Olympic sites. The major aspect is we are guaranteed to have the 14th line in Paris. This will open in May or June.”

“We will have 15 per cent more offerings of trains and metros during the Games,” said Rabadan.

The Charles de Gaulle expressway, a new line that will speed up links between Charles de Gaulle airport and the Gare de l’Est, will not be ready. “It was supposed to be delivered for the Olympic Games,” said Gregoire. “But five years ago, we knew it would not be ready. It would be ready at the end of 2025-26.”

More trains and more people will mean more cost. During the Games, transport fares will be doubled.

Will the opening ceremony actually happen on the Seine?

As it stands, athletes will parade outside a stadium for the first time, as part of a large flotilla of boats along the River Seine.

The event will start at the Bibliotheque Nationale and conclude at the Trocadero, the site of the Palais de Chaillot, on the opposite bank of the river to the Eiffel Tower.

It promises to be an eye-catching spectacle, but questions have been raised about feasibility — particularly given heightened security risks. Last month, following an attack at a concert hall in Moscow that killed more than 130 people, France raised its terrorist alert warning to its highest level.

The complexity and uncertainty are mainly due to the large numbers set to attend and the challenge of securing the river. Initial hopes of more than a million in attendance were quickly dashed, but the capacity is still set to be more than five times that of the Stade de France (which can hold 80,000 people).

As well as 10,500 athletes, around 600,000 people will attend the ceremony. Of those, 104,000 are paid tickets sold by the Olympic Committee, 220,000 are distributed across the organising parties (the state, city of Paris and Paris 2024), and 200,000 will be for those on barges or watching on balconies.

(Emmanuel Dunand/AFP via Getty Images)

Other considerations have had some impact. Les bouquinistes, the booksellers who have lined the Seine in some capacity for almost 400 years, caused a bit of a headache when they refused to remove their box stalls, some of which are a century old, for the opening ceremony. This dispute has been resolved, albeit at a cost, after Macron intervened. “We lost 70,000 spectators to guarantee security,” said Rabadan.

So is there a plan B? There have been mixed messages. This month, Paris city officials insisted the event will not be taken off the water. “We can reduce the impact and the facilities of the opening ceremony if the international risk becomes harder,” said Rabadan. “We can reduce it, the show, the number of people. But there is no plan B.”

But on Monday, Macron said there were contingencies — potentially even off the river. Asked what would happen if security risks made the river procession too risky, he told BFM TV/RMC: “There are plan Bs and plan Cs. We have a ceremony that would be limited to the Trocadero so it would not cover the entire Seine. Or we could return to the Stade de France. This is what is traditionally done.”

In a statement on Monday, city officials said: “While announcing alternative projects, the president reiterated his priority commitment to the ceremony on the Seine. This is an objective shared by all stakeholders.”

If Paris can pull off the ceremony in full, it will be spectacular. The opening ceremony of the Paralympic Games will take place along the Champs-Elysées.

What do we know about security plans?

France’s interior minister, Gerald Darmanin, outlined this month that an “anti-terrorist” perimeter would be set up around the Seine one week before the opening ceremony. It will be several square miles in size and closed to traffic unless authorised, while 15 metro and tram stations will shut, too. Only four bridges will stay open. This will then ramp up again on July 26, with no entry permitted after 1pm. Those living inside this security cordon will need a QR code to enter. “If you have not registered, you will not be able to return,” said Darmanin.

Checks are underway for volunteers and torchbearers. This month, Darmanin told broadcaster LCI that they had “excluded 800 people, including 15 on ‘Fiches S’ (the list of the most serious threats)”.

What about swimming in the Seine? 

Paris wants to host the cleanest Olympic Games in history and plans to clean up the River Seine and use it to host events, such as triathlon and open-water swimming. Swimming in the Seine has been banned since 1923, but organisers hope they will be able to open three bathing areas in the river before 2025, a key legacy target of the Games.

To help offset severe waste run-off during heavy rain, a new multi-million dollar storage basin is being constructed near the river, designed to store enough wastewater to fill 20 Olympic-sized swimming pools. Concerns have been raised about the suitability of the river in a worst-case scenario, such as after intense heavy rain. “You need a plan B in case it’s not possible to swim,” said reigning Olympic 10-kilometre open-water champion Ana Marcela Cunha, speaking to AFP last month. “The health of athletes must come first.”

City officials insisted they are confident the river-based events will take place without hazard, but the risk of one leg of the triathlon (swimming, cycling and running) remains.

“We know if there is a problem we can delay the event by two days,” said Rabadan.

“We will finish all the work and the quality of water (will be suitable). Unless we have two months of continuous rain during the summer, we will be ready.” 

How much will this all cost?

Last month, credit rating agency S&P Global estimated that the Paris Olympics is “unlikely to do any lasting damage to France’s finances”.

According to the International Olympic Committee (IOC), 96 per cent of the budget for organising the Games has come from the private sector, “namely the IOC, partner companies, the Games ticket office, and licensing”.

A 2022 budget review by Paris 2024 cites a total of €4.38bn (£3.74bn, $4.66bn) for the Paris 2024 Organising Committee, with an IOC allocation of €1.2bn (including TV rights of €750m and partnerships contribution of €470m). Ticketing, hospitality and licensing will contribute €1.1bn, €170m and €127m and partnerships will bring in €1.226bn, according to the review. There will be a further four per cent of public funding to finance the organisation of the Paralympic Games.

President Macron views a model of the Aquatics Centre on April 4 (Gonzalo Fuentes/Pool/AFP via Getty Images)

The rest of infrastructure spending and modification should double that budget, according to reports, to around €8.8bn. It has risen from a reported €6.7billion, but that is still below London, Rio and Tokyo.

This month, the former president of the French court of auditors, Pierre Moscovici, told France Inter that the Games “should cost” between €3bn and €5bn, although the true cost will not be known until after the Games have concluded.

GO DEEPER

World Athletics to pay track and field Olympic gold medalists prize money

Advertisement

What’s the legacy vision?

Paris wants to host the Olympics and Paralympics using predominantly existing infrastructure, but more broadly, an environmentally-friendly approach is central to these Games.

This is defined by the cleaning of the Seine, but also by an increase in the number of bikes. There will be “10,000 more bikes” in Paris, according to city officials, with the network expanding to 1,400 kilometres (870 miles). Of those, there will be 60 ‘Olympistes’ — cycle routes dedicated to the Games and moving between venues.

Paris is aiming for a 50 per cent reduction in carbon emissions compared with the averages of London 2012 and Rio 2016. They want to use 100 per cent renewable energy and intend to achieve this using modifications such as connecting all venues to the grid, therefore limiting the use of temporary diesel generators. They want all sites accessible by public transport and are even “doubling the plant-based food to reach a target of 1kg of CO2 per meal, compared with the 2.3kg French average”, according to Paris 2024.

Ugo Gattoni, artist of the Paris 2024 Official Poster (Pascal Le Segretain/Getty Images)

Ensuring a lasting impact in disadvantaged communities is also on the agenda. Saint-Denis, in particular, is set to benefit, with the athletes’ accommodation planned to be turned into 2,800 homes after the Games, 25 per cent of which will be social housing. The area also stands to gain renovated pools, including the Aquatics Center, which will replace a 50-year-old 25-metre pool.

This, along with cycling, will assist a sporting legacy. There will also be more access for disability sports. “Four years ago, only four sporting clubs (in Paris) could welcome young people with disabilities,” said Gregoire. “Before the Games, we are speaking of almost 50.”

The other new arenas will be repurposed. The Adidas Arena will become the headquarters of the Paris Basketball Club, and will host concerts and schoolchildren.

Fundamentally, though, Paris wants to breathe life back into the Olympic movement, which suffered due to the pandemic at the Tokyo Games.

“The world needs some joy and if the Paris edition of the Olympic Games helps a little for that, that would be good for everyone,” said Gregoire.

(Top photo: Stuart Franklin/Getty Images)

The Athletic has live coverage of the 2024 WNBA draft.

Just eight days after playing for an NCAA national championship, Caitlin Clark is poised to become the No. 1 pick in the WNBA Draft and burst into the professional ranks with the star power to jolt the league at a pivotal moment in its trajectory.

Throngs of fans are expected to tune in for Monday night’s national broadcast when the Iowa star is all but certain to be selected by the Indiana Fever. From the moment her name is called and Clark takes center stage, she will become the WNBA’s most anticipated rookie in years. A popularity boost similar to the effect she had in women’s college basketball could follow her with every logo 3-pointer she makes and each pin-point pass she throws.

At Iowa, Clark’s impact was even greater than her resumé, which itself was outstanding with three conference tournament titles, two national championship appearances, and dozens of broken records, including the NCAA Division I all-time scoring mark. When Clark played, every game was appointment-viewing. Arenas sold out and television ratings records shattered.

The WNBA has already been on an ascent over the last few seasons with increases in nationally broadcast games, greater attendance and more media coverage. But Clark, who even South Carolina coach Dawn Staley described as “one of the GOATs of our game” after beating Iowa in the championship, is expected to catalyze a surge in fandom, television viewership, attendance and media coverage like no player before. Clark likely will have to continue to perform well and move the Fever out of their bottom-dweller status (Indiana hasn’t made the postseason since 2016) to further juice the WNBA economy. But the early returns indicate she will have an outsized impact.

“I would trade my whole team for her,” said one general manager, granted anonymity by The Athletic to speak freely about Clark. “Partly because our owner would do it to sell tickets. But on top of that, that’s such a great piece to start to build around. She’s (like Diana) Taurasi coming out, and look what Taurasi’s done.”

Clark will debut in the WNBA at just the right time. The league, entering its 28th season, is on the cusp of a two-year window that could determine its long-term health and future. It announced the addition of a 13th team last fall and intends to expand to 16 teams, according to sources with knowledge of the league’s plans. Charlotte, Toronto and Denver are among the front-runners, and stakeholders from Nashville, Philadelphia, Portland and South Florida have expressed interest to the league about adding a team.

A new media rights deal looms after the 2025 season. Negotiations on a new collective bargaining agreement are likely coming soon, too, and with it, talks about changes to league travel, roster size and salaries — including how players and the league split revenue. If the league’s economics improve — which Clark could impact by her potentially significant draw for sponsors — players could benefit from that, too, in the form of playoff bonuses and more travel accommodations.

The success of the 2024 draft class, led by Clark but also including college stars like Cameron Brink, Kamilla Cardoso and Angel Reese, will help shape the WNBA for years to come. Partnerships and media deals remain the league’s largest sources of revenue, and Clark has been a magnet for sponsors and a driver of record ratings in recent seasons.

That, coupled with her on-court prowess, is why obtaining the No. 1 pick in this year’s draft was so consequential.

“Caitlin is going to be Caitlin Clark,” said Chicago Sky head coach Teresa Weatherspoon, who also played in the WNBA and coached in the NBA. “She is an incredible talent, going to do amazing things in the WNBA. And it does an incredible thing for us, for the WNBA because of the fan base that follows along with her.”

The frenzy surrounding Clark in college is already carrying over to the WNBA. Thirty-six Fever games — 90 percent of its schedule — will be on national television this upcoming season, one more than the back-to-back champion Las Vegas Aces. According to ticket marketplace Vivid Seats, as of Wednesday, the average sold price for Indiana Fever tickets increased 190 percent since last season. The average list price on Vivid Seats for Indiana’s season-opener against the Connecticut Sun was up 91 percent since Clark declared for the WNBA Draft in late February.

Even before Clark officially joins the Fever, opposing franchises have scheduled around her expected presence. The Aces moved their July 2 home game against Indiana from their usual stadium into the larger T-Mobile Arena, which can accommodate 6,000 more people. The Minnesota Lynx are holding Maya Moore’s jersey retirement on the same night they host the Fever at the end of August. The Phoenix Mercury are already promoting their first contest against Indiana as The GOAT (Taurasi) vs. The Rook (Clark).

According to StubHub, sales for the Indiana Fever are up more than 13 times as of Thursday compared to this same time last year. “Caitlin Clark is already having a huge impact on the WNBA,” StubHub spokesperson Adam Budelli said in a statement.

This is nothing new to Clark, who sold out all but two games as a senior and drew 55,000 fans for an exhibition game inside Iowa’s football stadium. Clark doesn’t just get fans to spend money on tickets, though, she also pulls in sponsors. She has a growing list of endorsements from blue chip companies — Gatorade and State Farm, for instance — and is on the cusp of a new sneaker deal. Multiple sources with knowledge of the sneaker industry said Clark is set to sign a deal for more than $1 million annually, which would be one of the richest among WNBA players.

The WNBA, which relies on its partnerships as a large source of revenue, could see an influx of new companies interested in working with the league to be tied to Clark, and the Fever could see a boom. Clark’s effect on television ratings could have even more significant implications for the future of the WNBA. Ratings for the WNBA increased last season. The finals averaged 728,000 viewers across ABC and ESPN — the highest in 20 years. Yet Clark’s presence is likely to make the league more bullish as it enters those discussions.

South Carolina’s win over Iowa in the title game was seen on ABC by 18.9 million viewers, with a peak audience of 24.1 million — a 90 percent increase from the 2023 title game and a 289 percent increase from 2022. ESPN said it was the most-watched non-football or Olympics sporting event (men’s or women’s, college or pro) since 2019. The game broke viewership records that were just set days before in the national semifinal and Iowa’s Elite Eight matchup against LSU. All told, women’s college basketball viewership records were shattered across seven different networks in 2023-24, with Iowa taking part in each game.

The WNBA’s current TV deals will run through the 2025 season when its partnerships with ESPN, Amazon, CBS and Ion are set to expire. Its next media rights deal is likely to encompass both linear television and streaming broadcasts and could be a hybrid of some of the NBA’s current rights partners and rights partners unique to the WNBA, just as it’s structured now.

The NBA is in the middle of its exclusive negotiating window with Disney, which owns ESPN, and Warner Bros. Discovery, which owns TNT Sports. It is parceling together the WNBA rights with the NBA as it goes to market, and representing the WNBA in those talks (the NBA owns a 42.5 percent stake in the league, and several people own teams in both leagues).

Warner Bros. Discovery has shown interest in acquiring WNBA rights in the U.S., according to one person with knowledge of the talks. It just bought the right to broadcast the league in the United Kingdom and Ireland.

The next media deal will come with increasing rights fees for women’s sports. The National Women’s Soccer League agreed to deals that will pay the soccer league $60 million annually. WNBA commissioner Cathy Engelbert told CNBC she hopes to “at least double” the WNBA’s current fees, reportedly about $60 million annually, on its next deal.

“There’s no doubt, I think, especially over enormous interest, most recently around women’s college basketball and the growth in the WNBA over the last few years that the interest is heightened from where it used to be,” NBA commissioner Adam Silver said when discussing the next media deal.

Clark’s popularity also has impacted the sports gambling market, which could be a way to bring in viewers and consumers. The Iowa-South Carolina championship game was the biggest women’s single betting event of all time on FanDuel, breaking the handle record set in Iowa’s Final Four matchup against UConn. The title game also featured a 155 percent increase in handle on FanDuel over the 2023 Iowa-LSU championship game, the company said.

Sorry, @FDSportsbook doesn’t agree

Currently, you can bet on the following props:

Caitlin Clark to lead the Indiana Fever in scoring -280
Clark to average 22+ points per game in the WNBA reg season (must play 28+ reg season games) -135
To record 130+ made 3s in the 2024 WNBA… pic.twitter.com/ETz0bTj759

— SportsGridTV (@SportsGridTV) April 9, 2024

Advertisement

Bettors already seem to be following Clark to the pros, where FanDuel said that 76 percent of 2024 WNBA MVP bets, as of April 10, have been placed on the future Fever guard. If they also turn into viewers, it is a potential additional way for the league to lift ratings and attendance.

Central to Clark’s appeal is her greatness on the court. Before the national championship, Iowa coach Lisa Bluder expressed concern about how fatigue might affect Clark’s debut season — there is only about a month between her final college game and her first WNBA regular-season contest. Taurasi, the No. 1 pick in the 2004 WNBA Draft, said that Clark, like other rookies, will need time to adjust.

“There’s a period of grace that you have to give rookies when they get to the league,” Taurasi said. “We’ve had some of the greats to ever play basketball, and it takes two or three years to get used to a different game (against) the best players in the world. As long as everyone has expectations that are realistic, they should be fine.”

Yet, Indiana will look to set up Clark for success in both the short- and long-term. She will have an ideal pick-and-roll partner in reigning, unanimous Rookie of the Year Aliyah Boston, and she’ll play in a backcourt alongside 2023 All-Star Kelsey Mitchell. WNBA opponents — bigger, faster and stronger than what she faced in college — will attack Clark defensively. Still, some — even those tasked with limiting her success this season — are already bullish about her potential impact.

“Her game is going to translate,” Aces coach Becky Hammon said. “You can see her work ethic, her professionalism already right now, at Iowa, in how she approaches her craft.”

(Illustration: John Bradford / The Athletic; Visual data: John Bradford / The Athletic, Amy Cavenaile / The Athletic; Photos of Fever logo and Caitlin Clark: M. Anthony Nesmith / Icon Sportswire / Getty, Thien-An Truong / ISI Photos)