Superstar Effects in the WNBA: Is Caitlin Clark the First WNBA Superstar?

Abstract

This study quantifies superstar effects in the Women's National Basketball Association (WNBA), by examining how star players impact game attendance, with particular focus on 2024 rookie Caitlin Clark. Using a panel dataset of WNBA game-level attendance from 1997–2024, and a sample of 27 identified star players, we estimate attendance demand using both linear and censored Tobit models. We find that Clark generates unprecedented attendance effects that significantly exceed those of any previous or current WNBA player, including reigning and three-time MVP A’ja Wilson and Angel Reese, another highly popular rookie. Our estimates indicate Clark's presence increases attendance by 7,900 and 6,400 fans for home and away games, respectively. Her attendance effect surpasses the impact Michael Jordan had on NBA attendance from prior studies. This research provides the first estimates of superstar effects on WNBA attendance, offering new insights into our understanding of consumer behavior in women's professional sports.

Keywords

Superstar attendance externality WNBA

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