Caitlin Clark passes LeBron James in jersey sales, further exposing WNBA's marketing problem

WNBA Marketing Decision Overlooks Caitlin Clark Despite Record‑Breaking Numbers

In a move that has left fans and analysts alike questioning the league’s promotional priorities, the WNBA’s marketing department chose to feature Seattle’s Zia Cooke and rookie guard Raven Johnson on a primetime Indiana Fever hype graphic—omitting the Fever’s star guard, Caitlin Clark, who has been driving unprecedented ticket sales, merchandise revenue and national television exposure for women’s basketball.

The graphic was released ahead of the Fever’s game against the Seattle Storm, a matchup that had already been highlighted as a “highly anticipated” contest by the league. Clark, who is 24 and has already earned the No. 2 spot for U.S. basketball jersey sales—surpassing even LeBron James, Luka Dončić and Victor Wembanyama—was absent from the promotional material. The only player selling more jerseys at the moment is Golden State’s Stephen Curry.

Fans quickly took to social media to criticize the omission, arguing that the league was “sideling the most popular player in women’s basketball while trying to promote women’s basketball.” The backlash was amplified by the revelation that the Fever’s ticket sales on StubHub this year have surged 90 percent compared to 2023, according to newly released Fanatics retail data. The same data also showed that Clark’s jerseys are the second‑most‑sold in the United States.

“We can’t even put her on a promo graphic, yet she’s the driving force behind ticket demand, merchandise sales, and national TV ratings,” said a Fever fan on X. “It’s a blatant disconnect.”

The WNBA’s own social media department’s decision sparked a flurry of commentary. OutKick founder Clay Travis, who frequently covers basketball, posted a terse critique: “Was Michael Jordan ever not the lead graphic on any Bulls game when he was a member of the team?” He added, “You can say this is a small thing, but I would guarantee Bill Cartwright, Luc Longley & Bill Wennington never got the promo graphic over Jordan.” Travis’s post underscored the incongruity he sees in the league’s marketing strategy.

Clark’s absence from the graphic was quickly countered on the court. Hours after the promotional release, she delivered a 21‑point, 10‑assist double‑double, leading the Fever to an 89‑78 win over the Storm. Johnson, who appeared in the graphic, finished scoreless in 17 minutes off the bench. The contrast between the marketing image and the on‑court performance highlighted the disconnect that many fans felt.

While the WNBA recently rolled out an unprecedented national TV schedule that includes more games featuring Clark, the league’s marketing choices appear inconsistent. “The logic makes absolutely no sense in the context of sports history,” Travis said. “It’s as if the league is deliberately under‑promoting the very player who is pulling in the most fans and revenue.”

The league’s marketing team has yet to respond publicly to the criticism. Meanwhile, the Fever’s marketing materials, which feature Clark’s iconic No. 22, remain scarce, leaving many to wonder whether the omission was a strategic decision, a miscommunication, or a simple oversight.

Caitlin Clark has become a national phenomenon, with reports of a 1,000 percent surge in WNBA merchandise sales, and she has helped elevate Fever games into nationally broadcast events. The irony of the league’s decision is that the same player who has turned games into marquee events has been sidelined in promotional materials, according to the data.

As the WNBA continues to grow its audience, the league’s marketing decisions will be under the microscope. Whether the omission of Clark from a promotional graphic was an intentional move or an inadvertent mistake, it underscores a growing tension between commercial success and strategic promotion in the fast‑evolving landscape of women’s professional basketball. The league’s next steps will likely be closely watched, especially as fans demand that the player who is driving record ticket sales and merchandise revenue receive the recognition she deserves.