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What is Caitlin Clark's value to WNBA? A huge chunk of its $200-million revenue, expert says

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What is Caitlin Clark's value to WNBA? A huge chunk of its 0-million revenue, expert says

The champagne hadn’t even dried after the New York Liberty won the WNBA championship when the players association announced it would opt out of the league’s collective bargaining agreement, which was set to expire in 2027.

A dramatic increase in revenues due primarily to the emergence of Indiana Fever guard Caitlin Clark and other marquee rookies prompted the players to recognize they aren’t getting what they believe to be a fair share. The CBA now ends after the 2025 season, blowing up a pay scale that set average salaries at about $120,000, with rookie minimums at $64,154 and veteran maximums at $241,984.

Clark’s four-year rookie contract under the CBA was for $338,056 — including $76,535 in 2024 — laughably low numbers given the revenue she helped generate. Clark broke almost every WNBA rookie record, but more impressive was her off-the-court impact.

“The numbers are so staggering,” said Ryan Brewer, associate professor of finance at Indiana University Columbus, who was asked by the Indianapolis Star to put a price tag on Clark. “They don’t even seem real.”

The numbers, as crunched by Brewer:

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  • Clark was responsible for 26.5% of WNBA economic activity for the 2024 season, including attendance, merchandise sales and television. One of every six tickets sold at a WNBA arena can be attributed to Clark.
  • Total WNBA TV viewership due to Clark is up 300%, and 45% of total broadcast value came from Fever games.
  • WNBA merchandise sales rose 500%, with Clark ranking No. 1 followed by Chicago Sky rookie Angel Reese.
  • The Fever’s regular-season attendance averaged a record 17,036 per game, and the team’s total attendance of 340,715 also was a record.
  • Clark’s regular-season games were watched by 1.2 million viewers on average, which was 200% more than games in which she didn’t play.

No wonder the players opted out of the current CBA, with the Women’s National Basketball Players Assn. stating its position succinctly with a video to X that proclaimed, “It’s business. We’re out.”

Fever guard Caitlin Clark (22) drives to the basket against Las Vegas Aces guard Jackie Young (0) during a Sept. 11 game in Indianapolis.

(Darron Cummings / Associated Press)

The WNBA signed a new media rights deal in July worth a reported $200 million a year, more than three times the current package. However, a question that will be raised during CBA negotiations is whether the surge in fan interest and revenue will continue or abate over time.

That’s why the WNBA media rights deal pales in comparison to the NBA’s new TV agreement with Disney (ABC and ESPN), Comcast (NBC and Peacock) and Amazon (Prime Video). Those outlets will air the league’s nationally televised games for 11 seasons beginning in 2025-26 and the NBA will be paid about $76 billion.

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“As this continues to materialize, the corporate side, the business side, not the players union, but the other sides, are going to continue to watch to see that these numbers can stabilize and maintain rather than just spike and drop again,” Brewer said. “That’s what they’re afraid of. And that’s what’s keeping the numbers low.”

Clark, meanwhile, is doing quite well financially despite her low salary. Sportico on Wednesday published a list of the highest paid female athletes, and Clark was ranked No. 10, just behind Simone Biles. Clark, the only basketball player on the list, earned $11.1 million in 2024. (On top of the list for the second year in a row was tennis star Coco Gauff, who made $30.4 million in prize money and endorsements.)

Endorsements make up the bulk of Clark’s income. She gets $3.5 million a year from an eight-year contract with Nike and also has deals with Gatorade, Gainbridge, Hyvee, Xfinity, Wilson, Buick and State Farm Insurance.

WNBA star Caitlin Clark is sitting down while being introduced to the fans during an NBA game between the Suns and Warriors

WNBA star Caitlin Clark is introduced to fans Saturday during an NBA game between the Phoenix Suns and the Golden State Warriors in Phoenix.

(Rick Scuteri / Associated Press)

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Most WNBA players, of course, have only a small fraction of that sort of endorsement income. They must rely on their salaries, which many supplement by playing overseas during the WNBA offseason.

Only 9.3% of league revenues of $200 million in 2024 went to player salaries, according to Bloomberg. That’s less than $20 million. Meanwhile, NBA players share 50% of their league revenue, which in 2023 meant $5.3 billion of $10.6 billion.

Few argue against a larger slice of WNBA revenues going toward player salaries, and precise numbers will be hammered out in CBA negotiations a year from now. Until then, the best evidence players can point to would be continued growth in attendance, TV viewership and merchandise sales.

And Clark’s contribution undoubtedly will remain a major factor.

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Baggy nets and blue undershirts: 6 more things I miss from the NHL’s ancient days

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Baggy nets and blue undershirts: 6 more things I miss from the NHL’s ancient days

Exactly one year ago today, I wrote a column about being old, and the subtle things I miss about what hockey used to be. No big issues, to be clear – we’re talking stuff like how the water bottles used to pop off the nets, and how linesmen used to have to climb the glass to avoid the puck. If I’m being honest, I figured it would be a bit of a throwaway, the kind of midseason filler that’s fun for a day and then fades quickly. Instead, it became one of my more popular columns of the season, and I decided to make it a regular feature.

Then I forgot. Because I am old.

But if there’s anything us old fogies do better than the occasional memory lapse, it’s celebrating the random anniversary of things that weren’t all that important to begin with. So today, one year later, I’m bringing the gimmick back, with a half dozen new items. Well, old ones. You’ll figure it out.

But first, just like last time, a disclaimer: This is all in good fun, and very much not meant to be some whiny screed about how much better things used to be, and how Gary Bettman has ruined everything by dragging the game into the 20th century. If you have strong feelings about that stuff, please take them elsewhere, because I am decrepit and fragile.

Let’s get old.

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I miss when the nets were loose and baggy

How it used to be: A player would carry the puck through the neutral zone, with nobody in his way because the trap hadn’t been invented yet. Then he’d skate to the top of the circle and wind up for a slap shot because gap control hadn’t been invented yet. Then he’d rip a howitzer past a terrified tiny man because goaltending hadn’t been invented yet.

And then the puck would stay in the net. Somewhere.

You see, kids, back in the old days the nets were loose and baggy. That made sense to us because their job was to stop the puck when a goal had been scored. So even if you lost track of the puck, which you definitely did thanks to the 14-inch standard-definition TV the whole family was crowded around, you’d see a big bulge in the back of the net and know that goal had been scored.

Why it changed: Presumably because the linesmen complained about having to go elbow-deep in fishing twine to retrieve a puck while everyone else waited for the game to start. And sure, I get that. But at some point, net-tightening technology got out of control, to the point where the things barely seem to have any give at all anymore.

Why I miss it: First of all, because I’m tired of being confused about whether a goal was even scored because the puck goes into the net at 95 mph and comes out at roughly 96, eventually embedding itself in the boards at the opposite end of the rink.

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But there was also just something cool about the visual. In last year’s comment section, reader Tom L. once described it as “Like catching a comet in a butterfly net,” at which point he was immediately perma-banned for writing something better than I ever could.

I miss when a team’s three best forwards were on the top line

How it used to be: There was a time when a team’s first line was made up of its best center and its two best wingers. The second line was the next best center and next two best wingers. And not only did this not seem weird, we couldn’t even imagine a different way of doing it.

For the record, this wasn’t a hard and fast rule across the entire league, and you’d occasionally get guys playing higher up the lineup than you’d expect. (This was especially true when somebody like Dave Semenko would get to ride shotgun for Wayne Gretzky, just in case anyone needed to be taken for a canoe ride.) But occasional exceptions aside, it was pretty much the default setting.

That started to shift around the time the cap came in, as teams moved toward spreading their best players across three or even four lines. Often, that meant the top center would have one top winger who’d regularly play with him, and then a rotating cast of depth guys who’d fill out the third spot. Sometimes it clicked, and you’d even occasionally discovered a star-in-the-making like Zach Hyman this way. But loading up the team’s three best forwards on one line for an entire game? These days, it’s rare.

Why it changed: My guess is that two main factors came into play, both of which made balanced lineups more important. The first was the cap, and the parity it forced on the league. It’s one thing to put your three best forwards on the top line, and something else entirely when those are your only three good forwards. We also saw the game evolve to a much higher tempo than we saw back in the olden days, where players took longer shifts and rarely went full speed. With everyone mashing the turbo button at all times these days, you can’t play that top line for 25 or 30 minutes like you could before, so spreading out the offense becomes a priority.

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Why I miss it: Because it was just cool to see all that talent on the ice at once, especially when teams matched top lines and there were six all-stars facing off against each other. And it was fun when your team acquired a star player and you’d start mentally shifting the lines around in your head, rather than finding out he’d been slotted in for third-line duty because the top line with the 12-goals-a-year plugger has too much chemistry to disrupt.

I miss when all the players wore the same light blue undershirts for some reason

How it used to be: I don’t know why or when it started, but when I was growing up, every NHL player wore the same light blue undershirt. (OK, yes, except for Rob Ray.)

If you looked closely, you could see them peaking out from beneath the jersey pretty much all the time. But you really got a good look under two sets of circumstances: Any time a player was interviewed in the dressing room, or whenever a guy got into a fight and had his jersey pulled off.

A significantly rarer third option that nonetheless helps illustrate our point: When players were forced to take part in intermission comedy sketches.

Why it changed: I have no idea, although I’m going to assume that somebody invented a better moisture-absorbing material that was lighter and/or more comfortable, and the modern generation adopted that because they are soft.

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Relatedly, I have no idea when this changed. I know those shirts were everywhere in like 1993, and they’re not around now, but you could tell me that they disappeared gradually or in some specific year in between there and I would have no choice but to believe you.

Why I miss it: I have no idea. My brain may be broken.

I miss when referees would announce the result of goal review with a dramatic point

How it used to be: A goal would be scored, or maybe it wouldn’t, and nobody would be quite sure. So we’d go to replay review, which always worked great and everybody loved, to try to figure it out. That meant the referee would have to skate over to the penalty box area, where they’d try to hand him a beige phone with a comically long extension chord through a little hole in the glass, which was always peak comedy. He’d listen, somebody somewhere would watch a replay, and we’d all wait as the suspense mounted.

And then, the decision would arrive – at which point the ref would nod solemnly, return the phone, and then take a few confident strides toward center ice before either pointing to the faceoff dot (for a goal) or waving his arms (for no goal). It was emphatic, decisive, and the only way that made sense.

Why it changed: Because the NHL realized that the NFL had its officials actually announce their calls into microphones and thought, “Hey, I bet our guys could do that too.” Spoiler alert: No they could not.

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Why I miss it: First are foremost, because today’s NHL microphones seldom work. And on the rare occasions that they do, every referee who isn’t Wes McCauley clearly hates having to do the announcement and rush through the entire thing like a scared third-grader getting his public speaking presentation out of the way. Half the time the crowd is just confused about what the ref is even trying to tell us, especially since a lot of these guys don’t know how to just get to the point and say goal or no goal. It’s a mess.

But even beyond that, the point-or-wave dynamic was just better. It was more dramatic. What’s that old saying when it comes to screenwriting, show don’t tell? The NHL was better when they’d show us with an emphatic motion instead of telling us with rambling expository dialog.

One bit of good news: Unlike just about all of the other items I complain about in this column, where there’s no reasonable path back to how it used to be, we could fix this one at any time. Just call up the referees union and tell them the broken mics are history, and we’re back to pointing. I’m pretty sure they’d be thrilled. All we’d need to do is provide a little bit of training to remind them how it’s done. Maybe Auston Matthews could volunteer.

I miss when cool moments were punctuated with flashbulbs going off

How it used to be: Some key moment would come along, especially around the net, and the darkened arena would explode with camera flashbulbs.

It was like a mini-fireworks show, one that you came to associate with “something very important just happened.”

Why it changed: I don’t know enough about photography to say for sure, but I’d assume that better camera technology is to blame here, as well as better lightning in arenas.

Why I miss it: Because flashbulbs automatically increase the drama of a given sports moment by roughly 300 percent.

This isn’t an NHL-specific issue, by the way. Other sports have also lost their bulbs, with nighttime baseball and football being especially affected. If you’re feeling generous with your definitions, it’s possible that no “sport” has suffered more here than pro wrestling. But hockey had its moment too, and I miss them. Photography was just better back then. With one notable exception.

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I kind of miss when random fans would jump on the ice to celebrate with the players

How it used to be: You’d be sitting at home, watching your team win the Stanley Cup. The final buzzer would count down, and the bench would empty in an explosion of joy and relief, as the superstar forward and stud defenseman raced down the ice pile onto the starting goalie. And then you’d look up and Gord from accounting would be there too.

Why it changed: Because it was one of the stupidest things ever, and I can’t believe there was a time when we let this happen in pretty much every sport.

Why I miss it: I know I shouldn’t because it was dumb and also legitimately dangerous. It was also unfailingly hilarious, and it only gets funnier with time, since you get to enjoy those wonderful ’70s and ’80s fashions.

The whole thing is fascinating to me as an introvert who doesn’t enjoy making eye contact with my own children. I can’t get inside the head of somebody who sees their team celebrating a huge win and thinks, “You know what I bet would make this even better? Me. Hold my popcorn, I’ll be back in a bit…”

Today, anyone who tries to jump on the ice at the final horn would be immediately tackled, arrested, and barred from the arena for life. And for the record, I have no issue with that, other than we should do it to the glass-bangers too. But there was a weird time when we all just accepted it, and I kind of miss it.

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(Top photo of Wayne Gretzky with the Stanley Cup: David E. Klutho /Sports Illustrated via Getty Images)

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Boise State wins Mountain West championship as first expanded CFP bracket begins to take shape

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Boise State wins Mountain West championship as first expanded CFP bracket begins to take shape

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Boise State is headed to the College Football Playoff. 

The Broncos captured the Mountain West Conference title Friday night and earned their spot in the sport’s first 12-team playoff with a 21-7 victory over UNLV in the Mountain West championship game. 

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Star running back Ashton Jeanty ran for 209 yards and a touchdown in his sixth 200-plus-yard game this season.

With 2,497 rushing yards for the season, Jeanty is now fourth on the FBS all-time single-season rushing list behind only Barry Sanders (2,628 yards in 1988), Melvin Gordon (2,587 in 2014) and UCF’s Kevin Smith (2,567 in 2007). Jeanty also finishes the regular season with 29 rushing touchdowns.

Running back Ashton Jeanty of the Boise State Broncos busts through a whole in the line during the first half of the Mountain West Championship against the UNLV Rebels at Albertsons Stadium on December 06, 2024 in Boise, Idaho. (Loren Orr/Getty Images)

Jeanty gave Boise State a tone-setting play with a 75-yard touchdown run in the second quarter, his 12th carry of 50 or more yards this season. 

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Boise State will hang on to or improve on its No. 10 ranking in the final College Football Playoff rankings that come out Sunday. That would almost certainly make the Broncos no worse than the fourth-best conference titlist and in line for a first-round bye.

The Big 12 title game on Saturday pits No. 15 Arizona State against No. 16 Iowa State.

The winner is in the playoff. But the only realistic route left for either team to earn a bye (and the extra $4 million that comes with it) would be to combine that win — preferably a convincing one — with a loss by the Atlantic Coast Conference leader, No. 8 SMU, which plays No. 17 Clemson.

IOWA STATE, SMU ADS HAVE WAR OF WORDS AFTER LATEST CFP RANKINGS: ‘STAY OFF MY LAWN!’

Offensive lineman Mathyus Su'a of the UNLV Rebels and outside linebacker Jayden Virgin-Morgan #5 of the Boise State Broncos battle along the line of scrimmage during the first half of the Mountain West Championship at Albertsons Stadium on December 06, 2024 in Boise, Idaho.

Offensive lineman Mathyus Su’a of the UNLV Rebels and outside linebacker Jayden Virgin-Morgan #5 of the Boise State Broncos battle along the line of scrimmage during the first half of the Mountain West Championship at Albertsons Stadium on December 06, 2024 in Boise, Idaho. (Loren Orr/Getty Images)

The Big 12 commissioner and Iowa State’s athletic director are among those already crying foul. By the time the title games are over and the brackets are revealed, they won’t be the only ones.

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Now the country will turn its attention to the other conference championship games as the first playoff picture of the expanded playoff era will shake out. 

Oregon, top-ranked and the only undefeated team in the country, is in, too. But Saturday’s game against No. 3 Penn State is for the Big Ten title and a first-round bye.

If Penn State prevails, then there’s an argument that the Nittany Lions could end up with that top seed.

In the SEC, it’s No. 2 Texas vs. No. 5 Georgia. Sadly, Bevo will not be in the building. The winner gets a bye and a championship. The loser should still be in, but if that loser is Georgia, the Dawgs could be on the road for the first round.

Depending on how the brackets shape up, these teams could face each other three times this season.

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Barring something completely unexpected, it will take either a loss by SMU, a change of heart from the selection committee or both to knock Alabama out of the bracket. If the Tide make it, the Southeastern Conference will have four teams in the playoff.

Since the selection committee placed the Crimson Tide at No. 11 last week, one spot ahead of Miami, it looks very much like the Tide will stay ahead of the Hurricanes of the Atlantic Coast Conference. The way last week’s ranking shook out, that meant Alabama was in and Miami was out.

Ashton Jeanty #2 of the Boise State Broncos fires up the crowd prior to the start of the Mountain West Championship between the Boise State Broncos and the UNLV Rebels at Albertsons Stadium on December 06, 2024 in Boise, Idaho. 

Ashton Jeanty #2 of the Boise State Broncos fires up the crowd prior to the start of the Mountain West Championship between the Boise State Broncos and the UNLV Rebels at Albertsons Stadium on December 06, 2024 in Boise, Idaho.  (Loren Orr/Getty Images)

A handful of teams aren’t playing this weekend and don’t have much to worry about. No. 4 Notre Dame should get a home game. 

No. 9 Indiana, one of four Big Ten teams projected to make the playoff, will probably be on the road.

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In between, there is the matter of No. 6 Ohio State and No. 7 Tennessee. Last week’s projected bracket paired the 10-2 teams in a first-round game to be played at the Horseshoe in Columbus, Ohio.

The Associated Press contributed to this report. 

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Oxnard Pacifica advances to Division 2-AA state bowl game with defeat of Narbonne

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Oxnard Pacifica advances to Division 2-AA state bowl game with defeat of Narbonne

Coaches always stress the importance of special teams, and Oxnard Pacifica’s Mike Moon had a huge grin after three blocked punts played a vital role in his team’s 37-20 victory over Narbonne on Friday night in the CIF Southern California Regional Division 2-AA bowl game in Oxnard.

The Tritons (11-4) advance to the state bowl game next Friday at 4 p.m. against Sacramento Grant at Saddleback College.

“Our special teams early in the year, especially against Inglewood, was atrocious and there’s no reason for it because we practice it so much,” Moon said. “We watched film of Narbonne and thought we could take advantage of that.”

Anthony Macias knifed through the line to block a punt at the goal line, and Max Magana recovered the ball in the end zone to give Pacifica a 14-6 lead late in the first quarter. On its next possession, Narbonne was forced to punt from its own 25-yard line and this time Deon Hasley got the block. Magana pounced on the loose ball at the 22 and, four plays later, Isaac Magana kicked a 32-yard field goal to put the home team ahead 17-6.

“Coach Moon takes pride in special teams, and so when I saw them on the floor, I had to pick them up,” said Max Magana, a nickel back who also had five pass breakups on defense. “I like when I’m tested in the secondary. Now we have to keep our foot on the pedal and make sure that we win next week.”

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Narbonne pulled to within 17-14 on Jamari Todd’s five-yard touchdown run and Jaden O’Neal’s conversion run, but Pacifica marched 66 yards in 12 plays and Isaac Magana booted his second field goal — a 23-yarder — as time expired and the Tritons took a 20-14 lead into halftime.

Narbonne quarterback Jaden O’Neal is sacked in the first half of the Division 2-AA regional bowl game Friday in Oxnard.

(Steve Galluzzo /For The Times)

Narbonne pulled even on Mark Iheanachor’s seven-yard touchdown run on its first drive of the third quarter, but the extra-point kick was deflected by Macias and fluttered wide left. On its ensuing possession, Pacifica retook the lead on Dominic Duran’s seven-yard touchdown pass to Isaiah Dillon. After both teams turned the ball over on downs, the Gauchos were forced to punt again from their 28. Juju Hernandez blocked it, and Budder Aina scooped up the prize and returned it 13 yards for a touchdown to make it 34-20.

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After recovering a fumble on a pooch kick, Pacifica tacked on a 21-yard field goal by Isaac Magana — his third of the night — to make it a 17-point margin with 4:06 left.

One week after throwing for 396 yards and six touchdowns while running for another score in the City Section Open Division final versus San Pedro, Oklahoma-bound junior O’Neal was pressured all night and completed 14 of 32 passes for 199 yards. His longest throw was a 65-yard touchdown to Tre’Shaun Jackson in the first quarter. Senior receiver Michael Ashford had five catches for 53 yards for Narbonne.

“We wanted to pressure him with our four-man front and put them into guaranteed pass situations,” Moon said. “This team is battle-tested and we’ve won eight in a row. Our schedule has 100% contributed to us being where we are.”

Oxnard Pacifica's Alijah Royster celebrates after scoring a touchdown against Narbonne.

Oxnard Pacifica’s Alijah Royster celebrates after scoring a touchdown against Narbonne on Friday night.

(Steve Galluzzo / For The Times)

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Savion Taylor, who entered the game with 92 receptions for 1,255 yards and 14 touchdowns, added to his gaudy total with eight grabs for 63 yards, and Alijah Royster had five catches for 95 yards, including a 48-yard reception for the game’s first touchdown. Isaiah Phelps rushed for 73 yards in 22 carries, and Duran completed 18 of 33 passes for 212 yards.

The Tritons are one win away from a second state bowl championship, having won the 2-A title in 2019 to complete a 15-1 season two weeks after claiming the Southern Section Division 6 crown under Moon. That season Pacifica beat another City Section team, Birmingham, in the regional bowl.

This might well be Moon’s most talented team. The Tritons (11-4) avenged a Marmonte League setback to St. Bonaventure to capture the Southern Section Division 4 title last week. Their other three losses are to schools in higher divisions.

The Gauchos (7-7) ended the season 1-3 on the field against Southern Section opponents, losing to Los Alamitos, Culver City and Pacifica while beating L.A. Cathedral — a result that was changed to a forfeit defeat after an investigation determined Narbonne used ineligible players. The Gauchos are banned from the playoffs next year. Asked if he’ll finish his prep career at Narbonne, O’Neal said he did not know.

“I’m not sure — I’ll speak with our coaching staff in the exit meetings,” O’Neal said. “The odds were stacked against us but we proved people wrong. We felt confident coming out of the half but ultimately they out-disciplined us. We’re more athletic, but the little things added up and we couldn’t overcome our mistakes.”

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It remains to be seen how many players will return.

“Jaden is a gamer and did everything we expected of him,” said Gauchos coach Malcolm Manuel, who thanked his players for their commitment. “I’ve had Mark Iheanachor for four years, he gave it everything he had and I’m excited to follow his career at SMU.”

As for next fall, Manuel is confident the returning players will buy in.

“They’ll for sure compete,” he said. “We have a lot of freshmen and sophomores. Playing a 10-game season — which we didn’t get to do this year — is the motivation. We’ll get back to the drawing board.”

Narbonne had 24 players transfer into the program since spring ball, prompting all four league opponents to forfeit their games against the Gauchos and allege rule violations. Seven players were declared ineligible for the postseason.

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