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.”
Read more: Caitlin Clark is worth millions. Why will she only make $76,535 in base salary as a WNBA rookie?
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.
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Total WNBA TV viewership due to Clark is up 300%, and 45% of total broadcast value came from Fever games.
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WNBA merchandise sales rose 500%, with Clark ranking No. 1 followed by Chicago Sky rookie Angel Reese.
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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.
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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.”
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.
