The WNBA’s marketing strategy has undergone a dramatic transformation, leveraging the star power and appeal of players like Caitlin Clark and Sophie Cunningham to drive unprecedented attendance and revenue growth. Clark, a sharpshooting sensation, and Cunningham, known for her fierce on-court presence and glamorous off-court persona, have become central figures in a league that’s increasingly emphasizing charisma and visual appeal to attract new fans. Their high-profile rivalries, amplified by social media and media coverage, have turned games into must-watch spectacles, with Clark alone responsible for 26.5% of the league’s economic activity in 2024, including ticket sales, merchandise, and viewership. This approach capitalizes on their marketability, drawing in casual viewers who might not have previously engaged with women’s basketball, while their competitive flair—often likened to a roller derby-esque intensity—adds an edge that keeps audiences hooked.

The league’s shift toward a more physical, confrontational style of play, reminiscent of roller derby’s gritty spectacle, has been a deliberate move to differentiate itself from the NBA and capture a broader audience. Players like Clark and Cunningham, often pitted against towering, powerful opponents—described by some as “Amazonian” or African-American stars like A’ja Wilson or Angel Reese—create compelling narratives of underdog tenacity versus dominant athleticism. This dynamic, while controversial for perpetuating racial and physical stereotypes, has undeniably boosted engagement, with WNBA attendance soaring 156% in 2024 and over half of games selling out. The physicality, marked by hard fouls and on-court scuffles, as seen in Clark-Cunningham altercations with opponents, fuels viral moments that dominate social media, further amplifying the league’s visibility and drawing record-breaking viewership, such as the 2.12 million for Clark’s debut game.

This strategy, while effective, walks a tightrope, as it risks alienating fans who value traditional basketball over sensationalized rivalries. Critics argue it unfairly highlights certain players—often white and conventionally attractive like Clark and Cunningham—over equally talented Black athletes, sparking debates about race and equity in media coverage. Yet, the numbers are undeniable: Clark’s games have nearly tripled TV viewership, and Cunningham’s jersey sold out after her viral defense of Clark, signaling a fanbase energized by this new, edgy brand of basketball. The WNBA’s revenue streams, from betting to fantasy sports, have surged, with a 150% increase in betting handle and a 233% spike in merchandise sales. By embracing this roller derby-like mentality and leveraging its most marketable stars, the WNBA has not only filled arenas but also positioned itself as a cultural juggernaut, though it must navigate the fine line between spectacle and sport to sustain this growth.