Culture
The Caitlin Clark business is booming. Here’s how her WNBA sponsorships are lining up
Last fall, representatives from Gainbridge, an Indiana-based annuities seller, reached out to Caitlin Clark’s marketing agents at Excel Sports Management to discuss a sponsorship deal. The company was launching a new product line and its executives believed Clark could help them reach younger customers.
Minji Ro, Gainbridge’s chief strategy officer, is also a longtime WNBA fan, and she knew that the Indiana Fever had a 44.2 percent chance of winning the WNBA lottery in December. Gainbridge holds the naming rights to the Fever’s arena, and Clark would be the presumptive No. 1 pick if she declared for the draft.
But Ro said that the company didn’t even discuss the decision with Clark during the months of negotiations that finally ended in February with a signed contract. Ultimately, Ro said, she didn’t care where Clark would play, whether it was in the WNBA or at the University of Iowa for one more season. She just wanted to be in the Caitlin Clark business.
“We were in no matter what,” Ro said. “Because that’s the power of Caitlin Clark. So she plays in Indiana, that’s great, but it doesn’t actually matter where she plays because she’s gonna sell out everywhere.”
When Clark finally declared for the draft last week, as had long been expected, she set an end date to her record-setting college career. The WNBA awaits, and the Fever won the No. 1 pick in December, putting them in prime position to land a player who is rising and who has shown herself to be a marketing powerhouse, with a sponsorship portfolio of blue chip companies and more than 1 million Instagram followers.
— Caitlin Clark (@CaitlinClark22) February 29, 2024
Laced throughout that lively conversation about what Clark can do for the league, there has also been fretful, speculative discussion of what the decision would mean for Clark financially, and if being in the WNBA would amount to a pay cut.
The consensus among a coterie of people involved in women’s basketball and involved with her directly is that Clark’s income, and her marketing potential, would not suffer once she jumps to the WNBA this summer. Instead, they say, she seems likely to surpass what she earned this season at Iowa.
“It’s a bad narrative,” WNBA commissioner Cathy Engelbert said of the idea that Clark would be sacrificing by playing professionally.
“Pre-Caitlin Clark, I’ve been trying to correct the media that NIL deals, when they’re national sponsors like Caitlin and Angel Reese and Cameron Brink, those are just called endorsements in the pros. I just find it funny that nobody ever said this about LeBron James, or Michael Jordan who made a lot more money with their endorsements than they did in their salary in the NBA. Nobody ever said that. Now, all of a sudden, because it’s women’s sports, people are saying that. That’s absolutely untrue when you have these national brands.”
The dilemma is one that male college basketball players rarely have to reckon with. A job in the NBA usually comes with a multi-million dollar salary, and lucrative marketing deals for the top picks. But it has followed Clark, and other top women in college basketball, for the last three years as college athletes have been able to profit off their name, image and likeness rights. Today, the choice to head to the WNBA comes with a head-to-head comparison: a rookie pro salary and endorsement prospects versus the NIL income from local collectives and businesses associated with college sports.
While top NBA prospects often leave for the league as soon as possible, the choice for top women’s players lingers. Paige Bueckers, a projected top-3 pick, recently said she would return for a senior season at the University of Connecticut.
Clark, however, is in a class of her own. At a time when women’s sports is ascending, she is the rising tide lifting those boats even higher. She added two new national sponsors just this week and is expected to sign a new sneaker deal that will be one of the biggest in the WNBA, according to two people briefed on the situation.
Her marketing infrastructure has expanded in kind. This fall, she signed with Excel for marketing representation, sharing an agent with Peyton Manning, helping to pile up the endorsements.
Gainbridge rolled out her arrangement on Tuesday. She joins Billie Jean King and Annika Sörenstam in promoting the company’s latest annuities product for women. Panini said Wednesday that Clark is the first woman it has signed to an exclusive trading card deal.
Panini engaged Clark’s camp in October. Jason Howarth, Panini’s senior VP of marketing, said the two sides completed the contract more than a month ago but waited until the right time to announce it. It will take effect on April 1. Clark had previously had a deal with Topps.
“Caitlin is a transcendent athlete, and we think that she is going to be special whether she stayed at Iowa or whether she decided to go to the W,” Howarth said. “We were willing to commit to that. We knew exactly whatever her decision was, we’d be comfortable with it and we’d lean in on it and figure out what we’re going to do and how we’re going to present it.”
The most high-profile of her endorsements will keep her under contract past her Iowa days and into the start of her WNBA career. Her contracts with Gatorade and State Farm extend into her WNBA career, one person with knowledge of her marketing deals said.
Jeff Kearney, Gatorade’s head of sports marketing, said the company has a multi-year deal with Clark. A sponsorship deal with Hy-Vee, the grocery chain, will run past 2024, Tina Pothoff, Hy-Vee’s vice president of communications, said. State Farm did not respond to a message seeking comment. A spokesperson for Buick replied after initial publication to note that it does not currently have a sponsorship deal with Clark, though it did previously feature her social media campaign.
“It’s gonna be harder,” Kearney said. “You know the competition is going to be tougher. Players are faster. The players are better. But again, I think she has an it-factor and is driven to succeed. So it certainly doesn’t change the approach that we have of trying to celebrate this phenomenal athlete and tell her story. It doesn’t matter what jersey she has on.”
“It doesn’t matter what jersey she has on.” Clark’s worth is expected to see more gains in the WNBA. (David Berding / Getty Images)
Though many of her deals will continue to run, she is on the precipice of making even more money than she did this season at Iowa. Clark did not take any money from Iowa’s main collective, according to the Wall Street Journal.
She will make a salary in the WNBA — the No. 1 pick is guaranteed $76,535 in her first season — unlike at Iowa. She can also avail herself of up to $250,000 in a league marketing deal and up to $100,000 in a team marketing contract if she eschews playing abroad next offseason, or she can sign what is likely to be a high-paying contract to play for a team in Europe or China.
She has a deal with Nike, which is one of the WNBA’s financial partners as part of its Changemakers program. The league often pushes those companies to use its stars in marketing campaigns, especially those who have a league marketing deal. Some have signed individual endorsement deals after the league’s run out, and Engelbert said other companies could soon get financially involved.
“I suspect we’ll have some of our huge partners step up here too as huge players come in with the followership,” she said.
One WNBA agent was strident that Clark, or any top player entering the league, would make more as a professional.
“If you’re the right type of talent, it doesn’t matter if you’re in college, the pros, in Indiana, L.A.” the agent said. “All these things help, of course. It’s not that you have to take a pay cut to go pro.”
Engelbert pointed out that several WNBA players, like A’ja Wilson, Jewell Lloyd and Arike Ogunbowale already have sizable endorsement deals.
Clark will still retain her large Instagram following, and her fan base from Iowa will likely continue to root for her. A new city — Indianapolis — will adopt her. Clark has also become such a nationally beloved brand that her marketing potential is not constrained by one market.
The most significant new business opportunity is likely to be her upcoming sneaker and apparel free agency. Clark’s deal with Nike will end after the conclusion of this college basketball season, a person briefed on the deal confirmed, a detail first reported by The Wall Street Journal.
Though Clark was with Nike in college, her market was likely muted compared to what she could draw as a pro, industry insiders said. Iowa already had an apparel deal with Nike, so Clark was going to wear those sneakers on the court regardless of any individual deal she signed. And she would have been unable to wear the sneakers of another company for her record-setting feats if she signed with a company other than Nike. (LSU’s Flau’jae Johnson has a Puma endorsement even though the school wears Nike, but she cannot wear them when she plays for the Tigers.)
Clark will be unconstrained in the WNBA and she is expected to draw a significant contract for the upcoming WNBA season. Nike, Adidas and others are expected to pursue her. 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.
“She’ll be regarded as one of the greatest gets of all time for the brand that gets her,” one sneaker company executive said.
The Nike spot marking Caitlin Clark passing Pete Maravich’s NCAA career scoring record: pic.twitter.com/hRyb0sLrsZ
— Rachel Bachman (@Bachscore) March 3, 2024
Sara Gotfredson, who was once a marketing and sales executive at ESPN and Disney, said that brands have been shy to deploy money on NIL deals compared with what they spend in endorsements for professionals.
But some women’s college basketball players may see their popularity, and earning power, peak during those years, with a dedicated collective and local businesses ready to engage them in a market where they are one of its top athletes, then lower profiles when they reach the WNBA. That will not be true for Clark, said Gotfredson, who is now a co-founder of Trailblazing Sports Group.
“The NCAA is a great springboard for these athletes, and especially for such a superstar like Caitlin Clark,” she said. “But I don’t subscribe to the theory that the NCAA is sort of the pinnacle of these women’s careers. I think if anything she’s going to get more visibility, more brand deals, gain more popularity in the W.”
There has been little concern among her sponsors that Clark will become less marketable when she gets to the WNBA. Instead, there is intrigue and optimism that she may be able to help the league.
While ratings have improved in the WNBA over the last few seasons, they have gone up even higher in college basketball. Last year’s NCAA Tournament championship game between Iowa and LSU averaged 9.9 million viewers and was the most watched women’s college basketball game ever. The Iowa–South Carolina semifinal game drew 5.5 million viewers. WNBA Finals games last season averaged 728,000 viewers.
Attendance at her games has regularly trumped WNBA games as well. The league averaged 6,615 fans per game last season — a five-year high — while Iowa averaged 100.7 percent capacity at home with 14,998 fans per game, according to NCAA data, the second-highest in women’s college basketball. The Hawkeyes drew 55,651 fans to the school’s football stadium in October for an exhibition game — the largest attendance for a college basketball game this season — and three of the other eight most well-attended women’s college basketball games this season were at road arenas when Iowa visited Big Ten opponents.
Clark, and Iowa, have been a ratings machine this season as she chased college scoring records. Three Iowa games have been among the top 10 most-watched college basketball games this season, men’s or women’s. Sunday’s regular-season finale drew 3.39 million viewers — the sixth-highest viewership for a basketball game this season, including the NBA. A Fox executive tweeted Tuesday that women’s college basketball games have averaged more viewers than men’s games on the network this season.
Kearney said in his discussions with Engelbert, there is already interest in how often and when Clark’s games will air on nationally televised broadcasts. When she joins the WNBA, Clark will be just one of three WNBA players with a Gatorade endorsement. Engelbert has stressed to its marketing and broadcast partners that the league is trying to create household names and asks for their help, but with Clark they are getting a ready-made star.
“It’s one of those things where you get an athlete like this who is doing things that are maybe extraordinary isn’t the right word, but the people are paying attention — male, female, old young,” Kearney said. “That’s gonna carry over if she keeps doing what she’s doing. People are gonna tune in and you’re gonna see the numbers rise.”
(Top photo of Caitlin Clark: Matthew Holst / Getty Images)
Culture
6 Poems You Should Know by Heart
Literature
‘Prayer’ (1985) by Galway Kinnell
Whatever happens. Whatever
what is is is what
I want. Only that. But that.
“I typically say Kinnell’s words at the start of my day, as I’m pedaling a traffic-laden path to my office,” says Major Jackson, 57, the author of six books of poetry, including “Razzle Dazzle” (2023). “The poem encourages a calm acceptance of the day’s events but also wants us to embrace the misapprehension and oblivion of life, to avoid probing too deeply for answers to inscrutable questions. I admire what Kinnell does with only 14 words; the repetition of ‘what,’ ‘that’ and ‘is’ would seem to limit the poem’s sentiment but, paradoxically, the poem opens widely to contain all manner of human experience. The three ‘is’es in the middle line give it a symmetry that makes its message feel part of a natural order, and even more convincing. Thanks to the skillful punctuation, pauses and staccato rhythm, a tonal quality of interior reflection emerges. Much like a haiku, it continues after its last words, lingering like the last note played on a piano that slowly fades.”
“Just as I was entering young adulthood, probably slow to claim romantic feelings, a girlfriend copied out a poem by Pablo Neruda and slipped it into an envelope with red lipstick kisses all over it. In turn, I recited this poem. It took me the remainder of that winter to memorize its lines,” says Jackson. “The poem captures the pitch of longing that defines love at its most intense. The speaker in Shakespeare’s most famous sonnet believes the poem creates the beloved, ‘So long as men can breathe or eyes can see, / So long lives this, and this gives life to thee.’ (Sonnet 18). In Rilke’s expressive declarations of yearning, the beloved remains elusive. Wherever the speaker looks or travels, she marks his world by her absence. I find this deeply moving.”
“Clifton faced many obstacles, including cancer, a kidney transplant and the loss of her husband and two of her children. Through it all, she crafted a long career as a pre-eminent American poet,” says Jackson. “Her poem ‘won’t you celebrate with me’ is a war cry, an invitation to share in her victories against life’s persistent challenges. The poem is meaningful to all who have had to stare down death in a hospital or had to bereave the passing of close relations. But, even for those who have yet to mourn life’s vicissitudes, the poem is instructive in cultivating resilience and a persevering attitude. I keep coming back to the image of the speaker’s hands and the spirit of steadying oneself in the face of unspeakable storms. She asks in a perfectly attuned gorgeously metrical line, ‘what did i see to be except myself?’”
‘Sonnet 94’ (1609) by William Shakespeare
They that have power to hurt and will do none,
That do not do the thing they most do show,
Who, moving others, are themselves as stone,
Unmovèd, cold, and to temptation slow,
They rightly do inherit heaven’s graces
And husband nature’s riches from expense;
They are the lords and owners of their faces,
Others but stewards of their excellence.
The summer’s flower is to the summer sweet,
Though to itself it only live and die;
But if that flower with base infection meet,
The basest weed outbraves his dignity.
For sweetest things turn sourest by their deeds;
Lilies that fester smell far worse than weeds.
“It’s one of the moments of Western consciousness,” says Frederick Seidel, 90, the author of more than a dozen collections of poetry, including “So What” (2024). “Shakespeare knows and says what he knows.”
“It trombones magnificent, unbearable sorrow,” says Seidel.
“It’s smartass and bitter and bright,” says Seidel.
These interviews have been edited and condensed.
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Culture
Classic and Contemporary Literature From France, Japan, India, the U.K. and Brazil
Literature
FRANCE
According to the writer Leïla Slimani, 44, the author of ‘The Country of Others’ (2020).
Classic
‘Essais de Montaigne’ (‘Essays of Montaigne,’ 1580)
“France is a country of nuance with a love of conversation and freedom and an aversion to fanaticism. It’s also a country built on reflexive subjectivity. Montaigne reveals all that, writing, ‘I am myself the matter of my book.’”
Contemporary
‘La Carte et le Territoire’ (‘The Map and the Territory,’ 2010) by Michel Houellebecq
“Houellebecq describes France as a museum, where landscape turns into décor and where rural areas are emptying out. He shows the gap between the Parisian elite and the rest of the population, which he paints as aging and disoriented by modernity. It’s a melancholic and yet ironic novel about a disenchanted nation.”
JAPAN
According to the writer Yoko Ogawa, 64, the author of ‘The Memory Police’ (1994).
Classic
‘Man’yoshu’ (late eighth century)
“‘Man’yoshu,’ the oldest extant collection of Japanese poetry, reflects a diversity of voices — from emperors to commoners. They bow their heads to the majesty of nature, weep at the loss of loved ones and find pathos in death. The pages pulse with the vitality of successive generations.”
Contemporary
‘Tenohira no Shosetsu’ (‘Palm-of-the-Hand Stories,’ 1923-72) by Yasunari Kawabata
“The essence of Japanese literature might lie in brevity: waka [a classical 31-syllable poetry form], haiku and short stories. There’s a tradition of cherishing words that seem to well up from the depths of the heart, imbued with warmth. Kawabata, too, exudes more charm in his short stories — especially these very short ‘palm-of-the-hand’ stories — than in his full-length novels. Good and evil, beauty and ugliness, love and hate — everything is contained in these modest worlds.”
INDIA
According to Aatish Taseer, 45, a T contributing writer and the author of ‘Stranger to History: A Son’s Journey Through Islamic Lands’ (2009).
Classic
‘The Kumarasambhava’ (‘The Birth of Kumara,’ circa fifth century) by Kalidasa
“This is an epic poem by the greatest of the classical Sanskrit poets and dramatists. The gods are in a pickle. They’re being tormented by a monster, but Shiva, their natural protector, is deep in meditation and cannot be disturbed. Kama, the god of love, armed with his flower bow, is sent down from the heavens to waken Shiva. Never a wise idea! The great god, in his fury, opens his third eye and incinerates Kama. But then, paradoxically, the death of the god of love engenders one of the greatest love stories ever told. In the final canto, Shiva and his wife, the goddess Parvati, have the most electrifying sex for days on end — and, 15 centuries on, in our now censorious time, it still leaves one agog at the sensual wonder that was India.”
Contemporary
‘The Complex’ (2026) by Karan Mahajan
“This state-of-the-nation novel, which was published just last month, captures the squalor and malice of Indian family life. Delhi is both my and Mahajan’s hometown and, in this sprawling homage to India’s capital, we see it on the eve of the economic liberalization of the 1990s, as the old socialist city gives way to a megalopolis of ambition, greed and political cynicism.”
THE UNITED KINGDOM
According to the writer Tessa Hadley, 70, the author of ‘The London Train’ (2011).
Classic
‘Jane Eyre’ (1847) by Charlotte Brontë
“Written almost 200 years ago, it remains an insight into our collective soul — or at least its female part. Somewhere at the heart of us there’s a small girl in a wintry room, curled up in the window seat with a book, watching the lashing rain on the window glass: ‘There was no possibility of taking a walk that day. …’ Jane’s solemnity, her outraged sense of justice, her trials to come, the wild weather outside, her longing for something better, for love in her future: All this speaks, perhaps problematically, to something buried in the foundations of our idea of ourselves.”
Contemporary
‘All That Man Is’ (2016) by David Szalay
“Though he isn’t quite completely British (he’s part Canadian, part Hungarian), Szalay is brilliant at catching certain aspects of British men — aspects that haven’t been written about for a while, now updated for a new era. Funny, exquisitely observed and terrifying, this novel reminds us, too, how absolutely our fate and our identity as a nation belong with the rest of Europe.”
BRAZIL
According to the writer and critic Noemi Jaffe, 64, the author of ‘What Are the Blind Men Dreaming?’ (2016).
Classic
‘Memórias Póstumas de Brás Cubas’ (‘The Posthumous Memoirs of Brás Cubas,’ 1881) by Machado de Assis
“Not only is it experimental in style — very short chapters mixed with long ones; different points of view; narrated by a corpse; metalinguistic — but it also introduces an extremely ironic view of the rising bourgeoisie in Rio de Janeiro at the time, revealing the hypocrisy of slave owners, the falsehood of love affairs and the only true reason for all social relationships: convenience and personal interest. After almost 150 years, it’s still modern, both formally and, unfortunately, also in content.”
Contemporary
‘Onde Pastam os Minotauros’ (‘Where Minotaurs Graze,’ 2023) by Joca Reiners Terron
“The two main characters — Cão and Crente — along with some of their colleagues, plan to escape and set fire to the slaughterhouse where they work under exploitative conditions. The men develop sympathy for the animals they kill, and one of them becomes a sort of philosopher, revealing the sheer nonsense of existence and the injustices of society in the deepest parts of Brazil.”
These interviews have been edited and condensed.
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Culture
6 Myths That Endure
Literature
The Myth of Meeting Oneself
“This is evident in Virgil’s ‘Aeneid’ (circa 30-19 B.C.) when Aeneas witnesses his own heroic actions depicted in murals of the Trojan War in Juno’s temple, and again in Miguel de Cervantes’s ‘Don Quixote’ (1605-15) when Quixote enters a printer’s shop and finds a book that has been published with fake details about his quest even as he’s living it,” says Ben Okri, 67, the author of “The Famished Road” (1991) and “Madame Sosostris and the Festival for the Brokenhearted” (2025). “In both stories, individuals throw themselves into the world and think they encounter objects, personae, obstacles and antagonists, but what they actually encounter is themselves. In our time, where our actions meet us in the echo chamber of social media, the process is magnified and swifter. Now a deed doesn’t even have to take place for it to enter the realm of reality.”
The Myth of Utopia
“I’ve always had trouble with the idea of utopia, feeling it derives its energy more from what it wishes to dismantle than what it wishes to enact,” says the T writer at large Aatish Taseer, 45, the author of “Stranger to History: A Son’s Journey Through Islamic Lands” (2009). “Ram Rajya, or the mythical rule of the hero Ram in the Hindu epic ‘Ramayana’ (seventh century B.C.-third century A.D.), like all visions of perfection, contains a built-in violence.”
The Myth of Invisibility
“Invisibility bears power and powerlessness at the same time,” says Okri. “In ancient cultures, it was a gift of the gods. Jesus, for example, walks unrecognized among his disciples, and in Greek myths, Scandinavian legends and ancient African tales, heroes are gifted invisibility in the form of cloaks, sandals or spells. Modern works like the two ‘Invisible Man’ novels, by H.G. Wells (1897) and Ralph Ellison (1952), and the ‘Harry Potter’ novels (1997-2007) by J.K. Rowling reach back to those ideas. But today, people talk about visibility as the highest form of social agency, while invisibility can render a whole class, race, caste or gender unseen.”
The Myth of Steadiness vs. Speed
“‘The Tortoise and the Hare,’ one of Aesop’s fables (sixth century B.C.), doesn’t necessarily strike a younger person as promising — possibly it has a whiff of morality in it,” says Yiyun Li, 53, the author of “A Thousand Years of Good Prayers” (2005) and “Dear Friend, From My Life I Write to You in Your Life” (2017). “But the longer I live and work, the more I understand that it’s the tortoiseness in a person that carries one along, not the swiftness of the mind and body of the hare.”
The Myth of Magic
“Ancient magical tales like Homer’s ‘Odyssey’ (late eighth to early seventh century B.C.) were allegories of transformation, of secret teachings,” says Okri, “whereas modern forms of magic are narrative devices and tropes of storytelling that continue the child’s wonder of life. I think of F. Scott Fitzgerald’s ‘The Great Gatsby’ (1925), Gabriel García Márquez’s ‘One Hundred Years of Solitude’ (1967) and, again, the ‘Harry Potter’ books. The intuition of magic persists even in these atheistic and science-infested times, where nothing is to be believed if it can’t be subjected to analysis. This is perhaps because the ultimate magic confronts us every day in the mystery of consciousness. That we can see anything is magical; that we experience love is magical; and perhaps the most magical thing of all is the imagination’s unending power to alter the contents and coordinates of reality. It hides tenaciously in the act of reading, which is the most generative act of magic.”
The Myth of the Immortal Soul
“ ‘The soul is birthless and eternal, imperishable and timeless and is not destroyed when the body is destroyed,’ says Krishna in the ‘Bhagavad Gita’ (second century-first century B.C.). This belief in the immortality of the soul — what used to be called Pythagoreanism in ancient Greece — is still the most pervasive myth in India,” says Taseer, “and has more influence over behavior and how one lives one’s life than any other.”
These interviews have been edited and condensed.
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