In a historic move that shook the sports marketing world, Caitilin Clarke (above) fresh off her final four run with Iowa has signed a 20 million dollar deal with Nike that also includes a signature shoe. This is a significant milestone not only for Clarke but also for women’s sports, the WNBA, and its broader push for diversity, equity, and inclusion.
But this deal does raise other important questions as well. Specifically as to why other WNBA stars are not receiving multi-million dollars deals from shoe manufactures. There is no denying that #CaitlinClarke is a transcedent and generational talent. But what about current WNBA stars like Aja Wilson who is a 2-time league MVP, 2-time WNBA champion, 2-time DPOY, a Finals MVP, a 5 time WNBA All Star, and a best-selling author.
Or Connecticut Sun forward Alyssa Thomas the “triple double queen” of the WNBA who is also a four time WNBA all-star. A fair question to ask is why aren’t these ladies also being highlighted. Sure give Clarke her glory but to not uplift other deserving players is an odd choice.
Impact on the WNBA
This deal is particularly significant for the WNBA. Clarke’s anticipated contract with Nike will dwarf her WNBA contract4, highlighting the potential for female athletes to earn substantial income through endorsements. This could lead to a shift in how female athletes are compensated, with a greater emphasis on endorsement deals.
Moreover, Clarke’s deal could potentially attract more viewership and interest in the WNBA. As one of the most exciting players in the league, Clarke’s endorsement deal could draw more fans to the games, boosting the league’s popularity and profitability10.
Diversity, Equity, and Inclusion
From a diversity, equity, and inclusion perspective, Clarke’s deal is a significant development. It challenges the traditional norms and biases in sports endorsements, which have historically favored male athletes. While this deal sends a strong message about the importance of diversity and inclusion in sports and the need to value and invest in athletes of all genders, it does also feel like a missed opportunity at the same time regarding other marketable WNBA stars.
Hopefully, the big shoe companies will view this as the beginning of more equitable marketing efforts. There’s still a long way to go in achieving true equity in sports. Continued efforts are needed to ensure that all athletes, regardless of their gender, race, or background, are given equal opportunities and recognition.
Diversity Wins 