• Loading stock data...
Friday, October 17, 2025

Caitlin Clark Was a Gift for WNBA, ESPN Despite Early Exit

  • Caitlin Clark and the Indiana Fever were eliminated from the WNBA playoffs Wednesday by the Connecticut Sun.
  • The WNBA is expected to see a dip in viewership with Clark out of the picture.
Mark Smith-Imagn Images

Caitlin Clark’s run in the WNBA postseason lasted just two games.

The Indiana Fever were swept out of the playoffs following an 87-81 loss to the Connecticut Sun on Wednesday at the Mohegan Sun Arena. Clark scored 25, dished out 9 assists, and grabbed six rebounds in the finale, becoming the first WNBA rookie with at least 25 points, 5 assists, and 5 rebounds in a playoff game. While the loss was predictable—the Sun have been title contenders nearly every year since 2017—the end of the Fever’s season could be a blow to the league’s viewership.

Game 1 between the two sides averaged 1.8 million viewers on ABC, the WNBA’s most-watched playoff game since 2000, and more than the combined viewership total of the other three playoff openers. Viewership for Fever-Sun Game 2 could be in the ballpark of Game 1 despite airing on ESPN instead of ABC because it did not compete with the NFL and had the added component of being an elimination game.

Everybody Wins

The WNBA was growing before this year. Viewership had doubled from 2020 to 2023, and stars like A’ja Wilson, Breanna Stewart, and Kelsey Plum were starting to gain some mainstream popularity.

But just because the league was already growing and would have likely continued to grow without Clark, doesn’t mean she shouldn’t receive the lion’s share of the credit for this year’s unprecedented growth. Two things can be true at once.

Attendance for the entire league is up nearly 50% this year, according to data from Across The Timeline, and Indiana leads all teams with an average attendance of 17,035, up 319% from last year. All other teams still grew by double-digit percentages.

Many of those increases could be attributed to games against Clark. The Atlanta Dream, Las Vegas Aces, and Washington Mystics all moved games to bigger arenas when they hosted the Fever. But there were increases that can’t be directly attributed to the rookie—such as the 69% attendance jump from the L.A. Sparks, the WNBA’s second-highest percent increase, despite hosting the Fever just once this year and finishing with the league’s worst record.

Merchandise sales are also up 450% for the WNBA, according to Fanatics, and Clark was the top-selling player and is fifth among athletes across all sports. Fanatics also reported a 100% increase in sales for WNBA-specific merchandise.

Until Next Year, Caitlin

With Clark’s season over, the WNBA’s viewership numbers should drop, but the extent of the dip will showcase the true effect of her popularity.

There are some early positive signs for the league as Game 2 of the Aces and Seattle Storm series averaged 985,000 viewers on ESPN, according to Programming Insider, higher than any 2023 WNBA Finals game. Game 2 of the New York Liberty and Dream series averaged 863,000 viewers, doubling its Sunday viewership.

A new crop of rookies could potentially carry over the growth of NCAA women’s basketball to the pro level next year, highlighted by UConn’s Paige Bueckers. The 2025–2026 season will also showcase the sustainability of Clark’s popularity, and whether it can survive past the novelty of her rookie year.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Hansi Flick

Barcelona Players, Coach ‘Not Happy’ About Miami Game

La Liga is on the verge of relocating a December match.
Jon Ledecky

Islanders Owner Warns WNBA Against Labor Strife: ‘No Bueno’

Jon Ledecky drew a stark contrast between the two leagues.
Dave Checketts

Ex-Knicks President: When David Stern Accused Me of Skirting Cap

The Knicks walked away clean when accused of cap circumvention in the 1990s.
Apr 11, 2025; Dallas, Texas, USA; A view of an NBA basketball and backyard and NBA logo before the game between the Dallas Mavericks and the Toronto Raptors at the American Airlines Center.

NBA Tries to Solve Fragmentation Issue It Helped Create

A new “Tap to Watch” feature will direct fans to live games.

Featured Today

May 25, 2025; Indianapolis, Indiana, USA; Derek Jeter walks the red carpet on Sunday, May 25, 2025, ahead of the 109th running of the Indianapolis 500 at Indianapolis Motor Speedway

The Players’ Tribune Is Still Kicking 11 Years Later

Founder Derek Jeter is still closely involved in the publication.
Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive
October 10, 2025

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier
October 5, 2025

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
IndyCar driver Andretti Global's Kyle Kirkwood, left, celebrates winning the Detroit Grand Prix with team co-owner Dan Towriss in Detroit on Sunday, June 1, 2025.

Cadillac F1 CEO Dan Towriss Defends  $700 Million Apple Deal

“We’re going to have a bigger reach than what people think.”
October 16, 2025

NHL Expansion Fee Soars to $2B As League’s Value Surges

The buy-in price for the league will more than triple.
Jun 15, 2025; Montreal, Quebec, Canada; Second place Red Bull Racing driver Max Verstappen (1) sprays champagne on winner Mercedes driver George Russell (63) at Circuit Gilles-Villeneuve.
October 17, 2025

Apple Officially Taking F1 Rights From ESPN in $700M Deal

ESPN has broadcast F1 in the U.S. since 2018.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
WNBA
October 16, 2025

WNBA Says All-Star Game Will Return to Chicago Next Year

The league’s CBA expires in two weeks.
October 15, 2025

NHL Raises Concerns Over 2026 Olympic Arena’s Delayed Construction

The commissioner says construction progress in Italy remains a deep concern.
Apr 4, 2025; Tampa, FL, USA; South Carolina Gamecocks head coach Dawn Staley reacts during the first quarter in a semifinal of the women's 2025 NCAA tournament against the Texas Longhorns at Amalie Arena.
October 14, 2025

Dawn Staley Says NBA Far From Ready to Hire a Female Head..

South Carolina’s women’s basketball coach interviewed with the Knicks.
October 14, 2025

Cavaliers Go All In, Lead NBA With Record $392M Payroll

The Cavs are the only second-apron violator in the NBA.