Why WNBA Union Won’t Monetize Viral Sophie Cunningham Incident 

Over the last month, Sophie Cunningham’s viral point at DeWanna Bonner has become one of the most recognizable memes in sports. But while the image has spread across social media, the WNBPA doesn’t want its official business partners selling it.

The WNBPA is “prohibiting licensees” from using the image of Cunningham’s point in their products, according to sports business reporter Darren Rovell, who said the union called Cunningham’s gesture “derogatory.” 

The WNBPA did not deny Rovell’s report to Front Office Sports. “For licensed apparel, we generally do not feature or look to monetize player conduct from a confrontation between our members,” a spokesperson said.

The union has dozens of licensed brands ranging from video game company 2K, apparel companies Breaking T and Lids, and sports cards brand Panini. 

But the union’s decision does not prohibit Cunningham from monetizing from the incident herself—even with brands that are union partners.

The union has a group licensing agreement with all WNBA players that allows its brand partners to license players’ name, image, and likeness without directly negotiating with each individual player. However, even if the union refuses to approve a brand deal with one of its partners, players can individually sign sponsorship deals with any brand. 

“Players are of course free to create and/or license their own product,” the union told FOS. And if any brand wants to use the WNBA’s team logos and branding, they would need to seek approval from the league, not the union. 

The league did not immediately respond to a request for comment.

It’s not clear whether Cunningham has directly worked with a brand to monetize the viral moment from last month, which occurred during a June 24 game between the Mercury and Indiana Fever. A representative for Cunningham did not immediately respond to a request for comment

Cunningham and Bonner, who were briefly teammates on the Fever last season, pointed at one another during an on-court scuffle after Bonner and Fever star Caitlin Clark were tied up. Earlier in the game, Alyssa Thomas, Bonner’s teammate and fiancé, struck Clark in the throat and was retroactively suspended.

Cunningham has been leaning into the moment, including earlier this month at UFC 329 when she was a guest ring girl. The image has also turned into a viral meme used by celebrities and other athletes. Even an official White House account used Cunningham in a video posted in late June.

She’s has gained nearly a million Instagram followers since the pointing incident.

Cunningham was asked for her reaction to her point being used by the official White House account, and lumped the administration’s tweet with the rest of her responses.

“I think everyone around the world is posting it,” Cunningham told reporters on July 3. “Every company has done it. They’re just the one to also get on board, and so I didn’t really think twice about it. I think they’re just another group who is posting about it.”