Women’s sports are experiencing unprecedented growth, and much of that momentum can be attributed to what many are calling the “Caitlin Clark effect.” The rise of the Iowa superstar has helped propel women’s basketball into the mainstream, attracting record-breaking viewership, sponsorship deals, and financial investment. According to a report issued by TV marketing firm EDO, State Farm’s ad featuring JuJu Watkins of the University of Southern California has been 20 percent more effective than the average State Farm commercial. Let’s examine how this shift is influencing players, team owners, sponsors, media networks and the overall sports economy.

EXPANDING VIEWERSHIP AND COVERAGE

Caitlin Clark’s dominance on the court has drawn millions of fans, with her games regularly shattering viewership records. The 2023-2024 NCAA Women’s Basketball season saw record ratings, with Iowa’s matchups surpassing the viewership of many men’s games.