The Caitlin Clark Effect in Real Time

Last season Caitlin Clark took the world by storm and amassed a fan base willing to travel hundreds of miles and spend thousands of dollars to see her play, bringing unprecedented attention to women’s basketball.

Thursday, in front of 14,998 people, Caitlin Clark etched her name in history as the greatest women’s college basketball player of this generation. As her 35-foot 3-pointer hit the bottom of the net, Clark moved past Kelsey Plum’s previous record of 3,527 to become the NCAA women’s scoring leader. Clark pulled ahead of Plum in 13 fewer games while taking fewer shots (NPR). In the same game, Clark recorded 49 points, setting Iowa’s single-game scoring record in a victory against the Michigan Wolverines 106-89 (ESPN). Clark played exceptionally, hitting 16 of 31 from the field, including 9 of 18 from beyond the arch, and capturing her 12th career 40-point game (ESPN). 

Clark’s current success has manifested itself throughout her outstanding four-year career at Iowa. She hit the ground running in her freshman season, averaging 26.6 points per game while shooting over 40% from 3-point range (NPR). She didn’t falter, and her sophomore season she averaged 27 ppg, which remained relatively the same through her junior year (NPR). Clark’s senior season has been off the charts, as she is currently averaging over 32 points and almost eight assists per game (NPR). While Clark’s 3-point career average is over 38%, her average distance during the 2022-2023 season was 25 feet, 11 inches, which is unheard of, about 4 feet farther out than the men's and women's 3-point line (NPR). In addition to her limitless range, Clark is a selfless guard who averages seven assists per game. Clark’s game is a joy to watch and excites even non-knowledgeable fans. Clark has the earned confidence to pull up from the logo without hesitation and consistently hits threes from the logo. Her unprecedented range, coupled with her ball handling and assisting capabilities forces teams to double, even triple team her from tipoff. 

Clark’s stardom peaked during Iowa’s run to the 2023 NCAA championship which drew almost 10 million viewers. Clark garnered attention for her exchange with Angel Reese sparking an internet debate that further brought more attention to women’s basketball. Clark captured national player of the year and cemented herself as the best player in the league. Her sudden fame last year sparked a domino effect this season including dozens of sellout games, home and away, long lines outside arenas, and drastic increases in revenue for both the Hawkeyes and opponents.

While Clark’s play and multitude of records are extraordinary, what truly sets her apart is how she has monumentally transformed the game of women’s basketball. Clark’s popularity is symbolic of the recent, sharp rise in attention towards women’s basketball. While women’s basketball has seen more fans and viewership in recent years, Clark has increased this rise exponentially. Clark’s impact has reached Iowa and beyond. Iowa Athletics revenue in 2023 was almost $16 million more than 2022 due to men’s football and women’s basketball ticket sales (NPR). Women's basketball almost doubled their ticket revenue this season following their championship run last season and the birth of the Clark phenomenon (NPR). This season, every Iowa road game has been a sellout, and even opponents are benefitting from the Clark effect. Northwestern had their first sellout game, and set attendance records just from hosting Clark and the Hawkeyes (AP). The last time Clark played Northwestern, January 28, 2022, the crowd was just 1,578 (ESPN). That same year Iowa averaged 5,019 fans for road games, just half of their current average (ESPN). Purdue made $106,257 in ticket sales for their game against the Hawkeyes, almost five times more than its average of $21,920 (ESPN). 

Universities that have hosted the Hawkeyes have seen an increase of over 150% in home-game attendance. People show up just to see Clark play. The top five most sought-after NCAA women’s games have included Iowa (Vivid Seats). The average ticket price since Clark joined the team has increased 224%, including floor seats of over a thousand dollars (ESPN). 

Clark’s fans' dedication is especially honorable as the average distance traveled by a fan to watch her play is up 34% from last season (AP). The average ticket price for Iowa's away games is $107.75, and fans have traveled an average of 137.7 miles to see Iowa on the road (AP). Iowa has drawn on average 10,953 fans to their away games (AP).  Fans are willing to go to lengths to see Clark play whether it's driving hundreds of miles or paying a thousand dollars for a ticket. 

Clark’s fame is aided by the digital age as fans are now able to watch highlights on social media and stream games on an array of platforms. Her online popularity has enabled her to benefit from her stardom. Her celebrity and the new Name, Image and Likeness laws have allowed Clark to cash in on her stardom. Clark is worth millions, securing sponsorships from State Farm, H&R Block, Goldman Sachs, Nike, and Gatorade (AP).

Clark has done unprecedented wonders for women’s college basketball and created a new host of fans for the sport. Women’s college hoops fans should consider themselves lucky to be watching in the Clark era. Who knows when we’ll be fortunate enough to see a player that elevates the game and generates fans like Clark?

Grace Bishop