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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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White Sox great 'Beltin'' Bill Melton dead at 79

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White Sox great 'Beltin'' Bill Melton dead at 79

The Chicago White Sox announced that “Beltin’” Bill Metlon, their former All-Star third baseman, died after a brief illness at 79 years old. 

“Bill Melton, who played 10 seasons in the major leagues, including eight with the White Sox, and served as a popular pre and postgame analyst for White Sox telecasts for over two decades, passed away early this morning in Phoenix after a brief illness,” the team’s statement read. 

Melton was known for his powerful bat, crushing 33 homers in back-to-back seasons in 1970 and 1971, the latter of which he secured his lone All-Star bid. 

Chicago White Sox Bill Melton hits a homer in a game against the Texas Rangers. (GETTY IMAGES)

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Melton would hit 154 home runs for Chicago from 1968-75, which was a record for the organization until Harold Baines, the Hall of Fame outfielder, broke it in 1987. 

“Bill Melton enjoyed two tremendous careers with the White Sox,” team chairman Jerry Reinsdorf said in a statement. “His first came as a celebrated home run king for White Sox teams in the early 1970s, where ‘Beltin Bill’ brought power to a franchise that played its home games in a pitcher-friendly ballpark.

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“Bill’s second career came as a well-liked and respected pre- and postgame television analyst, where on a nightly basis Sox fans saw his passion for the team, win or lose. Bill was a friend to many at the White Sox and around baseball, and his booming voice will be missed.”

Bill Melton leans over on field

Bill Melton, #14 of the Chicago White Sox, in action during a Major League Baseball spring training baseball game circa 1973 in Sarasota, Florida. Melton played for the White Sox from 1968 to 1975. (Focus on Sport/Getty Images)

After playing a season with the Los Angeles Angels and the Cleveland Guardians, Melton retired following the 1997 campaign. He finished his career hitting .253/.337/.419 with 160 homers, 591 RBI and 1,004 hits. 

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But, as Reinsdorf mentions, Melton’s second career in baseball was a flourishing one as well. 

He became a White Sox analyst for WGN in 1998 and would later join Comcast SportsNet Chicago in 2005. He would serve as an analyst for the White Sox from then until 2020, when he retired. 

Bill Melton smiles on baseball field

Bill Melton, one of the Chicago White Sox players to be selected for the 1971 American League All Star team, is currently leading the American League in home runs with 20, as of July 10. (Getty Images.)

In between his retirement from playing and broadcasting, Melton was also known as a part-time scout and team ambassador for the White Sox, most notably being a hitting instructor for NBA great Michael Jordan in 1993 when he played in the team’s minor leagues. 

The Associated Press contributed to this report.

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UCLA to hire Indiana's Tino Sunseri, replacing offensive coordinator Eric Bieniemy

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UCLA to hire Indiana's Tino Sunseri, replacing offensive coordinator Eric Bieniemy

Eric Bieniemy received a hero’s welcome upon his arrival in March, co-workers lining the hallway inside UCLA’s practice facility to serenade him with applause.

The new offensive coordinator removed one of his Super Bowl rings so that DeShaun Foster, his new boss, could inspect it.

“It’s time,” Bienemy said that day, referring to his plans to do big things. “It’s time.”

Nine months later, after a season in which the Bruins’ offense ranked as one of the worst in the nation and several top players regressed from their previous form, Bieniemy’s boss decided it was time to move on.

UCLA has parted ways with associate head coach and offensive coordinator Eric Bieniemy.

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(Joseph Reedy / Associated Press)

In a development that showed both an admission of making the wrong hire and a willingness to quickly pivot, Foster severed ties with Bieniemy on Thursday after their one season together produced across-the-board struggles on offense.

Foster secured an intriguing replacement, agreeing to hire Indiana quarterbacks coach and co-offensive coordinator Tino Sunseri after the end of the Hoosiers’ season, according to one person close to the situation not authorized to publicly divulge the information because the move has not been made official.

Sunseri, who will turn 36 later this month, was one of the architects of an Indiana offense that’s been among the best in the country, averaging 43.3 points per game while vaulting the Hoosiers toward an expected appearance in the College Football Playoff.

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UCLA averaged less than half that figure under Bieniemy. The Bruins ranked No. 117 in the country in total offense (328.8 yards per game), No. 126 in scoring offense (18.4 points per game) and No. 130 in rushing offense (86.6 yards per game). The Bruins’ inability to run the ball was especially maddening given that both Foster and Bieniemy had success as running backs in the NFL.

Several top players entered the transfer portal after the team’s final game last weekend, including quarterback Justyn Martin, running back TJ Harden and slot receiver Logan Loya. The Bruins also lost high school recruits Madden Iamaleava and Jace Brown on Wednesday when they signed with Arkansas amid rumors of Bieniemy’s dismissal.

Bieniemy’s agent, Jason Fletcher, labeled Bieniemy’s departure as a mutual parting of the ways in a statement, saying the former offensive coordinator with the Washington Commanders was still being paid by the NFL team and was assisting Foster for one season before making a planned return to the NFL in 2025.

But that statement doesn’t jibe with the terms of a two-year contract that included a $550,000 in retention bonuses if Bieniemy remained on the job through the end of July. It also doesn’t hold up given that Bieniemy recruited for the Bruins and did not have a new job to announce at the time of his departure Bieniemy was set to receive a $180,000 hiring bonus on Saturday.

After flaming out in his one season with the Commanders, Bieniemy, 55, was bombastic in his return to UCLA after having previously served as the running backs coach under Karl Dorrell. He routinely unleashed a flurry of expletives and biting one-liners that carried across the practice field. Players said Bieniemy’s plays were wordy and hard to learn, and the results reflected those struggles.

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Veteran quarterback Ethan Garbers and Harden both failed to replicate their production from the previous year under coach Chip Kelly, who also ran the team’s offense.

Bieniemy was also pivotal in the hiring of offensive line coach Juan Castillo after they had worked together with the Commanders. UCLA’s offensive line was one of the team’s most underperforming position groups last season, allowing 34 sacks and failing to open enough holes for the running backs.

Bieniemy’s UCLA offense never remotely resembled the ones he helped construct with the Kansas City Chiefs while winning Super Bowls in 2020 and 2023.

Foster is expected to make other changes to his staff, including the addition of Demetrice Martin to help coach the secondary. His biggest move may be bidding farewell to the offensive coordinator who didn’t live up to the hype.

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Shai Gilgeous-Alexander is sneakily becoming an all-time NBA scorer

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Shai Gilgeous-Alexander is sneakily becoming an all-time NBA scorer

Shai Gilgeous-Alexander puts a lot of effort into his appearance. Fashion is a clear passion. His postgame news conferences double as video shorts for Harper’s Bazaar.

I am impressed by a player who can pull off something shimmery or wear fur up to his chin while sporting a do-rag and dark sunglasses. Far be it for me to pose as a fashion critic. This is not an assessment of whether he pulls it off, though I’d say he absolutely does. I dress like a journalist styled by deadlines concerned only with a nice pair of sneakers and something that disguises the coffee I’m sure to spill on my hoodie. My fashion critiques are useless.

But the SGA off the court and the version of him in the Oklahoma City Thunder uniform represent a striking juxtaposition. The former tries really hard to be stunning. The latter makes it look so effortless.

Gilgeous-Alexander is not just an elite scorer; he’s so, so smooth with it. Watching him get buckets is almost therapeutic. Right before our eyes, he’s blossomed into a historic scoring machine. His handle is silkier than one of his half-buttoned shirts. He doesn’t wow you with dribble moves, but he handles the rock so fluidly. His moves and counters. The improvisational way he manipulates leverage and shifts into spaces. And it’s all punctuated with a midrange jumper that ol’ heads would call butter.

SGA is one to watch as the NBA Cup transitions to the quarterfinals. One of the benefits of this in-season tournament — and the hype surrounding it — is gems like Gilgeous-Alexander get to shine. In a league that loves showcasing its prolific offensive players, he is unique among the game’s best.

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A big game from Giannis Antetokounmpo is like a muscle car with Flowmasters roaring through a school zone. Nothing about Jayson Tatum’s scoring looks easy.

Ever see Luka Dončić go off? It’s spectacular. But he makes it look so laborious. You need a cigarette and a cold one afterward just from watching.

Anthony Edwards is simply exciting. He’s all flair. As is Nikola Jokić. Even though Joker is smooth in his own right, it just has the subtlety of an elephant C-walking to “Not Like Us.” His version of smoothness is seizing.

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SGA sneaks up on you. He just goes to work, and you look up and he’s got 30 again. Like he rolls out of bed to 20 points.

He’s the new Kevin Durant in that sense. You know how KD makes putting the ball in the basket feel like breathing? How it feels so automatic as to be inevitable? SGA is of that ilk. Smooth for no reason. He scores like cats walk. Like Les Twins dance. Like Penelope Cruz says “Nespresso.”

Gilgeous-Alexander already is on pace for a third season averaging 30 points per game or more. If he does, he’d be one of 16 players in NBA history to average 30 or more three times. (Giannis also is on pace for his third such season.) Only 23 players have multiple seasons averaging 30-plus.

Even SGA’s free-throw grifting is slick. He’s fourth in attempts this season, behind Giannis, Anthony Davis and James Harden.

SGA often looks unstoppable. Yet, his career-high is only 45. This is his seventh season, and he’s scored 40 or more only 14 times.

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Shai Gilgeous-Alexander is on pace for a third season averaging at least 30 points per game. (Troy Taormina / Imagn Images)

His modus operandi isn’t especially explosive. He doesn’t often get hot and go wild. He’s not one for superb peaks and periodic valleys.

Gilgeous-Alexander is just at the same level. Perennially. Humbly, even. Cooking defenses like it’s a 9-to-5. Over the last two-plus seasons, totaling 164 games, he has just 10 games where he’s failed to score 20.

Not too high. Not too low. Just in the same groove. Unimpeded by smaller defenders or bigger ones, quicker ones or stronger ones. At 6-foot-6, he has just enough athleticism and strength and leaping ability to counter just about any defense.

If SGA continues at this current pace, he will be the 10th player to average 30 in three straight seasons. The other nine: Michael Jordan, Wilt Chamberlain, Kareem Abdul-Jabbar, Oscar Robertson, Elgin Baylor, Adrian Dantley, Bob McAdoo, James Harden and Joel Embiid. Yes, Gilgeous-Alexander is already among the upper echelon of bucket-getters.

Durant has only averaged 30 twice. Same for Stephen Curry, Rick Barry and George Gervin, among others.

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What’s even rarer about SGA is his road to success. He’s become this unstoppable scorer despite not entering the NBA as such. He averaged 14.4 points his one season at Kentucky and was drafted two picks after college teammate Kevin Knox.

Gilgeous-Alexander averaged 10.8 points as a rookie despite 73 starts. That puts him in another rare group along with Giannis, Kobe Bryant and Harden. They are the four players in NBA history who have averaged 30 points in a season after averaging fewer than 11 points as a rookie.

Most of the NBA’s great single-season scorers came into the league getting buckets. Of the 37 players all-time who have averaged 30 points in a season, 16 of them averaged at least 20 points as rookies. Another nine averaged at least 15.

Most of the bunch were scorers from the beginning of their careers, better than two-thirds. They announced themselves early. You knew what they were in the league to do.

SGA kinda sneaked up on us. Slithered into rarified air. Most had never heard of him until he was the key piece in a massive deal for Paul George. Now at 26, he’s already a more accomplished offensive weapon than PG.

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And SGA’s 3-ball isn’t refined yet. He shot 40.4 percent in college but is hitting just 34.8 percent over his pro career. He’s got the form and the touch. It figures to get to where he’s knocking down the 3 at a higher clip.

Could he be the next 30,000-point scorer? He’ll pass 10,000 this season. He could be at 20,000 by year No. 12. The pace tracks.

Sure, Gilgeous-Alexander defends and passes, and he is growing as a leader. But, man, just watch him work on offense. With the ball in his hands, anywhere near the free-throw line and the defender at his mercy, peep the rhythm of his flow. The simplicity of his jumper. The reliability of its conversion. The matter-of-factness in his demeanor. The fashion in which he dominates.

The fur coat and do-rag are but accessories.

(Top photo: Joshua Gateley / Getty Images)

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