Caitlin Clark's got brands starstruck

The WNBA has a new it-girl. And I’m fkn here for it.

For every Kareem, Kobe and Jordan in men’s basketball, there are only a handful of women who make headlines the way their male counterparts do.

I mean, when was the last time you saw someone dunk their rubbish in the bin and yell ‘TAURASI!’?

My guess would be never. And it's the same story across most sport categories.

That’s why I get so excited when I see a young, talented female getting noticed.

Caitlin Clark is one of those. And she’s just signed a deal with Wilson, the first player to do so since Michael Jordan.

If you haven’t heard of Caitlin Clark, you’re about to.

And not just from me. The 22-year-old point guard is regarded as one of the greatest collegiate players of all time.

OF ALL TIME.

At 22 years old, that's crazy. In high school, ESPN rated her as the 4th-best player in her class. In her freshman season, she led the NCAA Division and earned an All-American honours. Her accreditations continued as she climbed the ranks.

Clark broke records in her senior year and won three gold medals in her youth international level. She also received the title of FIBA Under-19 Women’s Basketball World Cup MVP. The girl's a killer on the court and she’s only been playing for 4 years.

So it's no surprise Clark's gained a huge following.

Her historic college win led to the highest TV ratings the NCAA women’s tournament has ever seen. And her off-court performance and personality have made her a shining beacon of opportunity for brands looking to piggyback off her fame.

Which means Clark’s signing some of the biggest deals in basketball right now.

Last year, Caitlin partnered with Gatorade for their ‘You Can Too’ campaign. This absolutely blew up, quickly becoming the brand's most-viewed social content across platforms. The collab then dropped a water bottle and towel, which sold out in a day. Now those items are going for $120 USD on StockX.

Last month, The Wall Street Journal reported Clark had a pending contract with Nike that would span over 8 years, valued at $28 million. The new deal would be the richest sponsorship contract for a women’s basketball player and includes a signature shoe.

And finally, last week, Caitlin Clark landed a historic endorsement deal with U.S. sporting goods company Wilson. Together, they released a signature collection of items featuring Clark. Of course, this included limited edition basketballs.

In a recent press release. Clark said, 'I couldn’t be more excited to continue driving basketball forward alongside [Wilson]. It feels surreal to have my own basketball collection.'

For context, NBA legend Michael Jordan was the last athlete to have signed such a deal with the brand. So the brand is clearly very choosy about who they work with.

Clark has also received offers of $16m over four years from Under Armour and $6m over 4 years from Adidas. Both deals include a signature shoe, according to the WSJ.

In the eyes of brands, Caitlin Clark is hotter than a $2 pistol.

Her marketability is in part due to her attitude, likeability, and down-to-earth persona in media settings. Just look at her spot on SNL, which received thousands of positive comments.

Clark's star power among young audiences, particularly those who look up to the player, also makes her a hot commodity.

Your brand might not have Nike or Wilson money. But you do have the opportunity to think about what partnerships work well with your brand.

The best strategic brand partnerships often have at least 1 of these 3 characteristics:

1. Both brands target the same audience or demographics

2. Both brands provide products or services that complement each other

3. Both brands share the same values

Did anyone come to mind when you read this list? If so, it could be time to make a few calls.

-Sophie, Copywriter