WNBA Fails to Capitalize on Marketing Caitlin Clark and Taylor Swift

Last Sunday, Taylor Swift and Caitlin Clark were spotted at a Kansas City Chiefs game, creating an iconic moment in pop culture that showcased two of the best athletes and artists in the world. This encounter also presented a golden marketing opportunity for the WNBA to elevate the profile of its biggest superstar by associating her with one of the most influential figures in pop culture.

However, if you’re like most fans, you probably didn’t hear much about this from the WNBA. This oversight is troubling for the league, particularly when they had a perfect marketing model to capitalize on this moment. The NFL has demonstrated a knack for leveraging celebrity connections, effectively riding the wave of Swiftie stardom.

Taylor Swift and Caitlin Clark taking in the Chiefs game together 🤝#HOUvsKC | ESPN, ABC, ESPN+ pic.twitter.com/U5EQAwg3WV

— SportsCenter (@SportsCenter) January 18, 2025

Starting last season, the NFL transformed Taylor Swift’s presence at Chiefs games into a marketing campaign. Their strategy began when Swift and KC tight end Travis Kelce showed mutual interest; when Swift first attended a game, the NFL seized the moment, broadcasting her support and promoting it across social media. While it irked some traditional NFL fans, it delighted others.

The first NFL game Swift attended last fall became the most-viewed that weekend, particularly among the female 12-17 demographic, which saw an 8.1% surge in viewership. Data from Roku revealed a 63% increase in female viewers aged 18-47, and Kelce’s jersey sales skyrocketed by 400% thanks to Swifties.

Taylor Swift in the house for TNF 🙌 #DENvsKC pic.twitter.com/Swf7x9SuGf

— NFL (@NFL) October 12, 2023

The NFL tactically paired Swift’s star power with a prominent player to generate significant media buzz. Their marketing was creative and organic, illustrating the potency of timely crossover—something the WNBA should also embrace.

So…what’s with the WNBA’s silence?

Despite the success Swift brought to the NFL, the WNBA has largely overlooked Caitlin Clark’s casual hangout with Swift. Both women are global icons, and ignoring this moment underscores a broader challenge for the league: failing to capitalize on its most marketable assets.

The lack of coverage surrounding Swift and Clark—two leading figures—represents a missed opportunity to enhance the league’s cultural relevance, especially following several seasons of historic growth and expansion.

This missed opportunity raises questions; both Swift and Clark are somewhat polarizing figures, particularly for a league that emphasizes diversity and inclusion alongside high-quality basketball.

The WNBA has a history of taking political stances, engaging in anthem protests, and advocating for social justice—well before their NBA counterparts. There is no denying that both Swift and Clark have been criticized for not sufficiently addressing racism, marking a contrast with the WNBA’s commitment to critical cultural issues.

There may be concern that any visibility from a “Swift effect” could lead to social media backlash about her “saving” the WNBA, which would be burdensome for dedicated fans and athletes alike. If this hesitation stems from such concerns, it’s understandable given the league’s past challenges.

The moment when Swift and Clark were seen together at the Chiefs game represents a missed opportunity similar to how the NFL capitalized on such interactions. The metrics that Clark and Swift pull in their respective fields are undeniable.

Leaning in

Clark, along with other prominent WNBA players, signifies a new era of women’s basketball, gaining visibility and demand. Just as the NFL embraced Swift to attract a larger audience, the WNBA should seize opportunities like Clark’s appearance with Swift.

Instead of allowing such moments to fade into obscurity, the WNBA should promote these interactions, highlighting them as crucial elements of the league’s appeal.

It’s not merely about marketing an individual player but about highlighting the entire women’s sports ecosystem. By fostering increased visibility from recent growth, the WNBA can ensure there’s even more to look forward to in the future.

In 2025, it’s evident that women’s sports need to be marketed as the vibrant, entertaining, and culturally significant events they truly are. The WNBA’s leading stars, particularly Clark, should be prominently positioned, strategically partnered with cultural icons who can elevate the game. With talks of Clark inviting both Swift and Kelce to a Fever game next season, it’s a golden opportunity.

If the WNBA fails to act strategically, they risk losing the momentum needed to elevate the league to the next level.