The WNBA reached a new peak this season. Every few years there is a surge in popularity, but this time, with the help of social media, record-breaking athlete performances, college rivalries, and the star quality of the rookie class, the WNBA achieved record-high numbers in ticket sales, viewership, ratings and merch sales.
With this kind of success over just one season, of course, the goal would be to keep the ball rolling. However, in this effort to keep the momentum and maintain viewership, it seems that the league and the media have fallen short in respecting the game of basketball and the players who give it their all.
The WNBA’s clear attempt to leverage its star players for marketing, specifically Caitlin Clark, failed to acknowledge and safeguard players who essentially became targets for her “supporters.”
Shortly after the end of regular season play on Sept. 25, the WNBA posted a statement condemning the “racist, derogatory or threatening comments made about players, team or anyone affiliated with the league,” in response.
Fans quickly flooded the comments with disappointment, expressing that the statement had come too little too late. Players like Alyssa Thomas, Aliyah Boston, Dijonai Carrington and others have responded to the threat of these disrespectful comments they’ve received throughout the season.
“I think in my 11-year career, I’ve never experienced the racial comments from the Indiana Fever fanbase,” Thomas said in a press conference during the playoffs. “It’s uncalled for and something needs to be done, whether it’s them checking their fans or this league checking it.”
Among many, TikTok sports creator Mariah Rose posted a video on Sept. 30, following the WNBA’s awkwardly timed statement regarding the racist, sexist and homophobic abuse that their players had been facing. Rose posed a question to the league, asking why they waited until WNBA star Caitlin Clark was eliminated from gameplay to make these statements.
A noticeable amount of these types of hate comments were coming from some of Caitlin Clark’s fans who would disguise their hatred and disrespect as hardcore fandom for the rookie.
On the administrative side, Cathy Engelbert, WNBA commissioner, regretted her decision not to speak up in a direct and timely manner.
“I should have stated directly and unequivocally that hate speech is harmful,” she wrote to players in a letter obtained by ESPN. “This is a teachable moment and one I embrace with humility. There is absolutely no room for racism, misogyny, homophobia and other forms of hate in the WNBA or anywhere.”
At the same time, the WNBA community acknowledges that the benefits of promoting popular players like Clark have been significant.
Dale McNeil, former player development coach for the Atlanta Dream basketball team, explained in an interview with The Hilltop, how teams now enjoy perks such as flying on private jets, staying in better hotels, and having improved security during travel.
McNeil emphasized the social drawback of this significant marketing effort, however, is a direct result of how sports leagues function.
“It’s all marketing, sports in general is just one big circus, whatever is going to bring [people’s] attention. The league’s intention is to grow, the owner’s intention is to control how things are handled and the team’s intention is to win.” McNeil said.
But at what cost?
In a recent ESPN interview, three-time MVP A’ja Wilson spoke about dreading playing in Indiana. Wilson said the lack of protection from harmful fans made playing basketball a highly uncomfortable and tense situation.
She spoke candidly about accepting the role of “the villain,” simply because she is someone with a winning mentality. Angel Reese expressed a similar sentiment during both her college and professional career, saying she’ll “take the bad guy role” if it helps grow women’s basketball.
It is an interesting thing to observe—how easily a narrative can be shaped within the league and how athletes wanting to win can so easily be twisted into something that they are not. National polarization has lent an unfortunate hand in making the game more popular, but also in marginalizing the league.
“I think they should manage it in ways that they can. It is hard on social media because you can’t control or condemn trolls,” McNeil said.
Nevertheless, the fans and the league alike need to take responsibility. Within the greater goal of marketing the league to a wide audience, fans need to be educated in treating these players with the respect they deserve.
Jordan Palmer, a graduate student in the Master of Science and Finance program, is a graduate assistant for Howard’s women’s basketball team. Palmer spoke about themes of visibility, motivation and dedication, noting that those are the things we should be focused on instead when it comes to growing the game.
“We want to make it to the championship, win it all and go to the NCAA tournament. The program understands that in order to do that we have to have a high level of determination and a drive to succeed,” she said. “It’s elements like this that help make connections with the fanbase and supporters and help recognize the hard work these women do on and off the court.”
The league has always been intense and competitive with trash talk, harsh fouls and rivalries, but fans who have no intention of supporting the game of basketball have created this “great white hope” narrative for Clark, inviting social challenges and conversations that the league may not be ready to face.
Black women, who statistically make up around 70 percent of the league, have had to accept and embrace being the “villain.” Is forcing the best players in the league, like A’ja Wilson, to accept the fact that they’re seen as villains good marketing or setting us back years?
It is disheartening to know that the authenticity and livelihoods of Black women in sports are things that must be fought for time and time again, even now.
Copy edited by Anijah Franklin
