Caitlin Clark Makes History as Women’s College Basketball’s All-Time Leading Scorer and Economic Powerhouse
Caitlin Clark, the 22-year-old star of the Iowa Hawkeyes women’s basketball team, has made history as women’s college basketball’s all-time leading scorer. But her impact goes beyond the court. Clark has become an economic powerhouse, showcasing the earning potential of athletes in the new era of profitability in college sports. With endorsement deals from major brands like Gatorade, Nike, and State Farm, Clark’s star power is not only boosting her own earnings but also filling seats, increasing TV ratings, and driving merchandise sales.
The Rise of Women’s Marketing Power in College Sports
Clark’s success reflects the growing marketing power of women in college sports. Three years after a Supreme Court ruling allowed student athletes to profit from their personal brand, women athletes are capitalizing on their popularity. Brands are eager to partner with college athletes who can help them reach younger consumers, especially young women who are more likely to have loyal social media followings. The increased profiles of top athletes like Clark are bringing more attention and revenue to women’s college sports programs and professional leagues.
The Economic Impact of Caitlin Clark
Patrick Rishe, the director of the sports business program at Washington University in St. Louis, explains that corporate America wants to target younger people, recognizing the lifetime customer value. Clark’s following of “Clarkies” consists of preteen and teenage girls who are huge fans of her. Through her endorsement deals, these young fans see her drinking Gatorade and appearing in State Farm commercials. While it remains to be seen if this brand recognition will lead to these young girls becoming customers of these brands, there is hope that it will.
The Changing Landscape of College Athletics
Until recently, college athletes were not allowed to be paid. However, a 2021 Supreme Court ruling changed that, allowing student athletes to profit from their name, image, and likeness (NIL). The market for commercial NIL deals for college athletes is projected to reach $200 million in 2024. Top athletes like Clark can expect multi-year deals with major brands starting in the six figures. This change is particularly empowering for female athletes, as their post-college professional opportunities are often less lucrative than those of their male counterparts.
The Impact on Women’s Basketball
The impact of NIL deals is especially visible in women’s basketball. LSU stars Angel Reese and Flau’jae Johnson have NIL valuations above $1 million, surpassing the average salary in the professional league, which was around $113,000 in 2023. In contrast, even professional men’s basketball players ranked below the top 100 in the NBA can earn upwards of $10 million annually. Top brands are eager to establish long-term endorsement deals with college athletes who are likely to have successful professional careers, similar to Nike’s relationships with Tiger Woods and LeBron James.
The Benefits for Schools and Athletics Programs
The growing public profiles of college athletes have also brought additional funds to their schools and athletics programs. Season tickets for the Iowa Hawkeyes women’s basketball team sold out for the first time in history, and ticket prices for games have skyrocketed. For Iowa’s game against No. 2-ranked Ohio State, ticket prices reached over $1,000. This increase in popularity has also translated into higher TV ratings, with Nebraska’s victory over Iowa attracting 1.7 million viewers, making it the most-watched women’s college basketball game ever on Fox Sports.
The Impact of Name, Image, and Likeness
The ability for college athletes to profit from their name, image, and likeness has played a significant role in the growth of women’s sports and the business surrounding it. Female college athletes now have the opportunity to build their brand while in college and continue monetizing it after graduation. This benefits both the athletes and women’s sports leagues, as college stars bring a greater recognition and aura to professional leagues than ever before.
Caitlin Clark’s historic achievement as women’s college basketball’s all-time leading scorer not only highlights her talent on the court but also her economic power off the court. As women athletes continue to capitalize on their popularity and secure endorsement deals, the landscape of college sports is changing. The increased attention, revenue, and brand recognition are not only benefiting the athletes themselves but also the schools and programs they represent. With the continued growth of women’s sports, the impact of name, image, and likeness deals is likely to shape the future of college athletics.