Indiana Fever hopes to become legacy brand with help from Caitlin Clark

The GIST: With Caitlin Clark at the helm, the Indiana Fever is seeing marketing opportunities like never before, so the team wants to capitalize to build a legacy brand. Fever president of basketball operations Kelly Krauskopf has said she envisions the team as an “enduring brand like Apple.”

• They’re already on the rise thanks to Clark, but transforming that into longstanding brand commitment will be the next task, one that’s been much rarer in women’s sports. She’s on fire.

The context: For the most part, only men’s sports teams have enjoyed the legacy and investment needed to make a sports brand a part of pop culture, like the MLB’s NY Yankees or the NFL’s Dallas Cowboys and its “America’s Team” marketing. Superstar players are crucial, too: Think Lionel Messi for Inter Miami or Michael Jordan’s Chicago Bulls squad shaping a generation of basketball fans.

• In women’s sports, there hasn’t been much precedent as teams are newer and athletes haven’t been marketed the same way — but Clark is changing that. In her historic rookie season, Clark became a sensational draw on TV and IRL. Only 5% of Fever game attendees also went to a Pacers game, and a third were from outside Indiana.

The effect: Thanks to Clark, brands are recognizing the importance of Fever endorsements — the franchise leads WNBA teams in sponsorships (up 43% YoY). The team has also committed to building a new $78M practice facility by 2027, all of which is attracting top WNBA talent in an effort to build a bonafide dynasty.

• And it’s no coincidence that the Fever — which joined the court back in 2000 — is finally hosting its first All-Star Weekend this year. This has already been flagged as a major tentpole event for brands, with Kevin Hart’s production company tipping off its unique partnership with the Fever.

The takeaway: Landing a generational talent like Clark is important, but it’s even more important for teams to steadily build a sustainable ecosystem that draws the best players and fans to the team. Krauskopf noted that the WNBA was the fastest-growing brand of 2024, and the Fever is making sure it’s ready to meet the moment with optimized ticket sales and roster building. Give us fever.