Caitlin Clark is a marketing juggernaut — but says winning will unlock more

Clark’s final months as a Hawkeye is when she first aligned with Xfinity and Comcast, which also owns NBC, which will be broadcasting WNBA games for the first time since 2002 as part of the league’s new $2.2 billion media rights deal. The Xfinity partnership allows Clark to not only feature prominently in Xfinity ad campaigns throughout the season, but gave her the opportunity to twice serve as a guest analyst on the NBA on NBC’s Sunday Night Basketball studio show. She appeared alongside Maria Taylor, Carmelo Anthony, Vince Carter and Tracy McGrady at Madison Square Garden for the Knicks-Lakers game on Feb. 1 and in Oklahoma City on March 29 for the Thunder’s game against New York.

Caitlin Clark talks on stage as she joins NBC’s Sunday Night Basketball prior to the game between the Los Angeles Lakers and New York Knicks at Madison Square Garden on February 01, 2026 in New York City. (Photo by Ishika Samant/Getty Images)

(Ishika Samant via Getty Images)

“I was definitely a little bit nervous at first,” Clark said of her first foray into broadcasting, though she added that Taylor made things a lot easier for her. “But being around some of the best players that have ever played our game was really special. I’m super passionate about the game I love, so hopefully there can be more of that as well.”

The passion in which she plays the game she loves and her unique ability to captivate casual fans of all ages has opened doors for Clark and so many other WNBA and college basketball stars. It helped make the WNBA a more lucrative enterprise for all and paved a path for decades of success for herself on Madison Avenue. It begs the question of whether the Des Moines native still sees herself as a basketball player with endorsement deals or a businesswoman and entrepreneur whose massive platform happens to center around hoops.

“If I don't play basketball well,” she replied, “then none of this is going to come along with it. And that's what the fans love to watch. They love turning on the TV and watching us play the game. I think that's why the WNBA has grown so much. It is because people realize how good our craft is, how good the game is. That's why tickets are hard to get these days. People want to get in the stands, and when they do, they keep coming back for more. So if you don't take care of the main thing first, you're not going to have the rest of the opportunities.”

There were times over the winter where the short- and long-term growth of the league seemed at risk, with an impasse during collective bargaining agreement negotiations between the league and the players’ union. The players ultimately gained concessions that included the higher salaries and a larger chunk of league revenues, with Clark praising the job the union, team representatives and WNBA commissioner Cathy Engelbert did over the long process.

The Nike Kobe 6 Protro Caitlin Clark shoes of Domantas Sabonis of the Sacramento Kings are seen against the Washington Wizards in the third quarter at Golden 1 Center on January 16, 2026 in Sacramento, California. (Photo by Eakin Howard/Getty Images)

(Eakin Howard via Getty Images)

“They were working like 12-hour days, through the night, till 3 a.m. to try to get this deal done,” Clark said. “A lot of people have invested a lot of time and money to make this league what it is, and so have the players. A lot of the things that we got, we certainly deserve over the course of 30 years. So just really happy for players that have been in this league for a really long time. And when we reach the next CBA, hopefully it grows even more. I’m really excited for the players and the way that they’re being valued.”

Even as a third-year player, Clark’s salary is projected to rise to nearly $530,000 for the 2026 season. And it seems like she’s only just starting to tap into her potential off-court earnings. Later this year, Nike is expected to release the Caitlin 1, Clark’s first signature shoe with the brand following successful launches from the swoosh for fellow WNBA All-Stars Sabrina Ionescu and A’ja Wilson. Since Clark’s player exclusive gray and light blue colorway of Nike’s Kobe 6 shoe was released in November, it’s been the most-worn shoe by NBA players in every month of this current season, with more than 100 different players having suited up in the kicks at some point, according to sneaker data site Colendri. If pro player interest is any indication, the Caitlin 1 may become Nike’s next blockbuster hit.

Like Nike and Xfinity, Clark said she looks for people who align with her values and care about relationships when sifting through the numerous brand partnership opportunities she and her reps at Excel Sports Management receive.

“It starts with relationships and helping people, making things accessible for them,” she said. “And I look for brands that are investing in me as well. There’s a ton of other things NBC does as well, so maybe you’ll see me dabble in those too going forward.”

But as good as things look for Clark right now, she understands that winning would open a new level of opportunities for herself. Indiana has the roster to contend for a title, and Clark knows she has the hunger and the skill-set to go get it.

“Your brand will continue to grow. You’ll have other opportunities,” she said. “But I need to take care of things on the court first. And winning a championship is my main goal right now.”