As any phenomenon is meant to do, the Caitlin Clark Effect left us all stumped when it began. Suddenly, everyone cared about women’s basketball in addition to the NBA. And despite some persisting criticism, the absence of the Indiana Fever rookie in the playoffs still set viewership records. And yet, is No. 22 enough for where the league hopes to be one day?

As one CNBC host put it, “The Caitlin Clark Effect was gigantic, but this was kindling that was sparking already.” The W tried to take advantage of its rising popularity this year when the huge 11-year media rights deal was signed in July in partnership with the NBA. But CNBC host Alex Sherman pointed out recently, “Caitlin Clark has driven the popularity of that league, but still the Finals – which did not have Caitlin Clark in it – were at a 25-year high this year. So it’s more than just her, we just really don’t know quite yet how much more.”

The media rights deal signed with Disney, NBC and Amazon will allow the W to receive roughly $2.2 billion over the next 11 years, per Forbes, making it an average of $200 million a year. But on the other hand, the NBA will receive roughly $75 million, making it a “pittance”, as Sherman puts it, “In other terms, you could say it’s a sixfold increase over the previous deal. But still, that’s a big delta between 77 and 2.”

The deal, set to begin in 2026 and run through the 2036 season, might be re-evaluated in three years and possibly allow the W to increase the value. In the current contract, more than 125 regular season and playoff games will be broadcasted among the partners nationally each year; 25 regular-season games will be on Disney platforms, 50 on NBC, and 30 on Prime Video, per The AP.

In 2024, Game 2 of the first round of playoffs between the Fever and Sun drew a record 2.5 million viewers on ESPN, peaking at 3.4 million viewers. It was the most watched WNBA game on cable, on a Wednesday night. Overall, the Indiana team set new records throughout the regular season, with ESPN beating out names like ABC, ESPN 2, CBS, and NBA TV. Now Cathy Engelbert just needs to figure out how to capitalize on this golden opportunity to increase viewership beyond the Rookie of the Year.

As one CNBC host said, “A couple of years ago, the WNBA wouldn’t have been in the position remotely close to what it is right now. But I think they may not be in a better position even what you’re talking about [in relation to the media rights deal].”

Interestingly, Engelbert and Adam Silver had similar opinions when it came to addressing controversial moments in the W this season, especially involving Clark.

Cathy Engelbert matches Adam Silver in response to the Caitlin Clark drama

The narrative of Caitlin Clark hogging attention from established veterans has not fully died down this year. And as much popularity as the Iowa sensation has brought to the sport, she has also invited controversy. Remember Chennedy Carter shoulder-checking Clark in a Sky vs Fever game? Or Diamond DeShields fouling her twice in the span of 40 seconds later in the season? In fact, flagrant fouls against the point guard this season amount to 17% of the total, with Chicago making 80% of that. The taunts, the trash-talking, and the hard fouls are all part of the game, one could say, and yet Clark’s fans took it personally.

When Adam Silver was asked about the same, the NBA Commissioner said, “As a fan, it’s nothing new in basketball that there’s sort of ‘welcome to the league’ moments, especially for heralded rookies.” But he also admitted, “Of course, I want to see Caitlin treated fairly and appropriately in the league. I would say it seems like she can take care of herself. She’s a tough player.”

When Angel Reese spoke about receiving harsh treatment online from CC’s fans, Cathy Engelbert was asked about it in an interview. She invoked a Larry Bird and Magic Johnson example and stated, “The one thing I know about sports, you need rivalry. That’s what makes people watch.”

It angered the basketball community to no end, and Engelbert ultimately apologized that she did not mean to condemn any discriminatory behavior. While this will be a never-ending conversation as long as Caitlin Clark plays (and even after really), what Engelbert and the league need to do is make sure they capitalize on all this attention before it fades.