"Obtuse to ignore the ugly racial element of Caitlin Clark's popularity": Fans buzz amid NBA owners' reported discontent over lack of return from WNBA

The WNBA has experienced remarkable growth in viewership this season, largely due to a star-studded rookie class led by Caitlin Clark. But the league is still reportedly operating at a loss, much to the frustration of its investors. Over half of the women’s league is owned by the NBA.

According to a report from the NY Post, NBA owners who have invested in the WNBA aren't expected to see a return on their investment in the near future. The report indicated that team owners have poured hundreds of millions into the league since its inception in 1996.

The WNBA is projected to lose $40 million this year. In response to the reported dissatisfaction from NBA owners regarding the lack of returns from the WNBA, fans noted that Caitlin Clark’s impact is a double-edged sword.

One fan said that Clark's marketability stems from her playing style, likening it to that of an NBA player, and argued that her race doesn't influence her popularity.

“Clark is marketable because she plays like a dude. I love to watch her. As do many other men. And despite what the players and media try to convince everyone, it has nothing to do with her race," the fan said.

"She plays like a guy. The way she can run a fast break and execute a dribble move into a pull up jumper. ... It's smooth and under control, and you can tell she's a superior player, skill wise, than everyone around her.”

However, another fan countered that it's impossible to ignore the negative aspects of Clark's popularity:

“While everything you said about Clark is true, I feel like we’d be intentionally obtuse to ignore the ugly racial element of her popularity. There are a group of ‘fans’ hitching to her wagon for the wrong reasons."

Other fans expressed that the owners should be optimistic because a path to profitability has emerged for the first time in decades.

“The league has always lost money and showed no signs of making money any time soon until Clark came along. They should be excited that there may be a path to profitability for the first time in league history,” one said.

“(It’s) weird that they’re talking about frustration with profits now when profits are finally a real possibility in 5-10 years. Would have made way more sense for them to say this five years ago,” the fan said in another comment.

Some fans suggested that the WNBA could improve its promotion by capitalizing more on Clark's attention, which they feel has not been done.

“They’ve also done everything they can to not capitalize on Clark’s attention,” one said.

“They’re actively shooting themselves in the foot with her and I do not understand the strategy there at all,” another added.

WNBA secures $2.2 billion media rights deal

The WNBA has finalized a historic 11-year media rights deal worth around $2.2 billion, set to commence in the 2026 season and run through 2036.

This agreement, involving major partners Disney, Amazon Prime Video and NBCUniversal, is expected to significantly boost the league's visibility and revenue, with estimates of around $200 million annually.

Under this new arrangement, over 125 WNBA games will be aired each season across various platforms. Disney will broadcast at least 25 regular-season games, NBC will feature 50 and Amazon will stream 30 games globally. Playoff games will also rotate among the partners, ensuring extensive coverage of the league's key events.

This new deal represents a substantial increase from the approximately $60 million the WNBA now earns from national media contracts.

However, the NY Post report indicated that players are poised to secure larger contracts soon, as their current collective bargaining agreement is set to expire, potentially reducing revenues despite the larger media rights deal.

“But the players are expected to opt out of the current collective bargaining contract by a Nov. 1 deadline and, if they do, that means salaries are likely to rise, which would eat into that potential $60 million 2026 profit by the league — the $100M in television revenue turning the projected $40M loss into a $60M gain,” the report read.

The league will welcome its 13th team this coming season, the Golden State Valkyries, and will have its regular-season schedule expanded from 40 to 44 games.

About the author

John Ezekiel Hirro is an experienced NBA and WNBA journalist at Sportskeeda, with over five years in the field as a news correspondent, sports writer, and Editor-in-Chief. His sports writing career began in high school, where he garnered numerous accolades, including being named the national sports writing champion in 2016.

He earned his journalism degree from the University of Santo Tomas in the Philippines in 2024 and served as the Editor-in-Chief of The Varsitarian, the university's official student publication, for four years—the longest in history.

A passionate basketball enthusiast, he became a fan of the OKC Thunder during the Russ-KD-Harden era. Russell Westbrook, his all-time favorite athlete, impressed him by stepping up as MVP after Kevin Durant's departure. His current favorite players include Shai Gilgeous-Alexander, Jalen Williams and Chet Holmgren, who he believes are the future of the OKC franchise.

He excels in game analysis and rapid news story turnaround, drawing inspiration from the journalistic styles of Woj and Shams. He emphasizes thorough research to ensure accuracy in his articles. One of his most memorable moments is Russell Westbrook breaking Oscar Robertson's record with his 42nd triple-double and securing a 106-105 victory over the Denver Nuggets with a buzzer-beating 3-pointer. Outside of writing, he enjoys listening to music and creating Spotify playlists.

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Edited by Bhargav