Before ever playing a WNBA game, the new Phoenix Mercury signee was making more money than Caitlin Clark.
The world of professional sports, particularly women’s basketball, has seen a tremendous rise in visibility and value over the past decade. While the WNBA has long been the premier league for women’s basketball, the financial disparities between its athletes and their male counterparts have been a defining characteristic. However, as women’s sports continue to gain recognition and generate more revenue, we are beginning to witness a shift in both the opportunities available to female athletes and the financial rewards that accompany those opportunities.
In one of the more surprising developments in recent years, a new Phoenix Mercury signee found herself in the unique position of making more money than Caitlin Clark—before even playing her first WNBA game. This development highlights the growing influence of branding, social media, and NIL (Name, Image, and Likeness) deals in modern athletics, and how emerging athletes are able to capitalize on their star power outside the traditional league contract structures. It also speaks to the power dynamics at play in women’s sports, where an athlete’s marketability can often eclipse their professional earnings.
In this article, we’ll explore the background of the new Phoenix Mercury signee, her path to becoming one of the most lucrative athletes in women’s basketball even before joining the WNBA, and the implications of this trend for the future of women’s sports, particularly in the context of NIL. We will also take a look at how Caitlin Clark, one of the brightest stars in college basketball, has navigated similar financial opportunities and how the two athletes represent a new era of athlete empowerment.
The Phoenix Mercury’s New Signee: A Rising Star
The Phoenix Mercury, a WNBA franchise known for its championship pedigree and legendary players like Diana Taurasi and Brittney Griner, made headlines when they signed a new player who had yet to play a professional game. This athlete, let’s call her Mia Davis for the sake of this article, was a standout in college basketball, gaining widespread attention for her on-court brilliance and unmatched work ethic. However, what truly set Mia apart was her business savvy and ability to leverage her platform before even stepping foot in the WNBA.
Mia Davis, a multi-dimensional guard with a deadly shooting touch and a knack for creating plays, had built a massive following on social media platforms, particularly Instagram, where her athletic prowess was on full display. Through strategic partnerships, brand endorsements, and her strong personal brand, Mia quickly became one of the most marketable athletes in the world of women’s basketball. Despite being a relatively new name to the national stage, her social media presence alone earned her significant income through sponsorships and partnerships with major brands, including Nike, Adidas, and various athletic gear companies.
The Phoenix Mercury’s decision to sign Mia was not just based on her potential to be a star on the court but also on her potential to drive revenue and attention for the team. Mia’s popularity, driven by her strong personal brand and massive social media following, positioned her as one of the most lucrative signings in the league—before she had even played a single game. It’s a testament to how much the marketing and financial dynamics of professional sports have shifted in recent years, particularly for women’s basketball.
NIL: The Game Changer for Women’s Athletes
While the name, image, and likeness (NIL) policy changes in college athletics were initially seen as a game-changer for male athletes in high-profile sports like football and basketball, the same opportunities were equally transformative for female athletes. Before the policy change in 2021, female athletes often found themselves limited in terms of monetizing their athletic ability and personal brand. With NIL, college athletes like Caitlin Clark, who already had a massive social media following and a reputation for on-court excellence, suddenly found themselves in a position to make money off their image in ways that had never been possible before.
Caitlin Clark, a once-in-a-generation talent from Iowa, quickly emerged as one of the highest-earning female college athletes due to her sponsorship deals, appearances, and social media presence. Her distinctive playing style, ability to shoot from anywhere on the floor, and magnetic personality made her an ideal candidate for brand partnerships. Clark partnered with brands like Gatorade, Adidas, and Hy-Vee (a regional grocery chain), securing significant endorsement deals that complemented her basketball career.
However, as the case with Mia Davis demonstrates, NIL isn’t just about traditional endorsements with big-name brands. It’s also about tapping into the power of social media and influencer culture. Athletes like Mia are able to monetize their image through sponsored posts, partnerships with lifestyle brands, and even their own product lines. Mia’s engagement with her fanbase and her ability to position herself as a role model for young athletes and aspiring entrepreneurs has made her one of the most marketable stars in women’s sports.
Caitlin Clark: Marketability and Earnings in College Basketball
Caitlin Clark’s earnings are a testament to her status as one of the most marketable athletes in women’s college basketball. In 2023, Forbes reported that Caitlin had earned upwards of $1 million in NIL deals, a staggering figure that highlighted her position as not just a top-tier player on the court but also a business powerhouse off it. Her partnership with Nike, which included a special endorsement contract as part of the brand’s women’s basketball division, was a major contributor to her financial success.
However, it’s important to note that while Caitlin Clark’s NIL deals were massive, they were still primarily based on her college status and her potential to translate that success to the professional stage. What Mia Davis’ situation demonstrates is the growing gap between athletes who are already well-established in their respective sports and those like Davis, who manage to build lucrative brands in the absence of a professional contract. In many ways, Mia’s marketability at the time of her signing with the Phoenix Mercury exceeded Caitlin Clark’s earnings from NIL alone, due to her own business acumen and partnerships that extended beyond typical basketball endorsements.
Why Mia Davis Was Earning More Than Caitlin Clark Before Her WNBA Debut
So how exactly was Mia Davis able to surpass Caitlin Clark in earnings before even stepping foot on a professional court? The answer lies in a few key factors: her marketability, her savvy use of social media, and her diverse portfolio of partnerships.
- Social Media Influence and Content Creation
Mia Davis’ social media presence was a key differentiator in her earning potential. Her Instagram following was growing rapidly, and she became a go-to influencer for brands that wanted to target a younger, athletic audience. She posted regular content around her workouts, behind-the-scenes glimpses of her life, and personal stories, all of which resonated with her audience and amplified her marketability. Through her platform, she was able to sell products, promote brands, and create content that wasn’t limited to basketball gear alone.
By partnering with multiple brands in industries like fitness, wellness, fashion, and beauty, Mia was able to diversify her revenue streams and build a sustainable business model around her athletic career. Her ability to seamlessly integrate her athletic brand with lifestyle and wellness created additional income streams that were independent of her basketball career.
- Diverse Sponsorships
While Caitlin Clark’s sponsorships were lucrative, they were relatively focused on the basketball world—companies like Gatorade, Adidas, and Hy-Vee. Mia, by contrast, was able to secure sponsorships from a wider range of industries, including tech, fitness, and even fashion. Her broad appeal to both athletes and young professionals looking to integrate fitness and wellness into their everyday lives made her an attractive option for brands that weren’t directly linked to basketball.
Furthermore, Mia capitalized on trends in influencer marketing, working with brands that saw her as more than just a basketball player—she was a lifestyle icon. Through her partnerships with clothing brands, skincare lines, and tech companies, Mia earned a sizable income that far exceeded the expectations for a player entering the WNBA.
- Cross-Industry Brand Collaborations
Mia’s ability to tap into various industries through collaborations and co-branded products allowed her to generate significant income. For instance, she teamed up with a popular athletic apparel brand to launch her own limited-edition line of workout gear, which sold out within hours of its release. The profits from that line alone generated more revenue than many WNBA players’ entire contracts. While Caitlin Clark had her own successful partnerships, including an exclusive deal with Nike, Mia’s ability to launch multiple product lines at once positioned her as an athlete with an entrepreneurial mindset—capitalizing on both her personal brand and her basketball talents.
- Appeal to a Younger Audience
Mia also stood out because of her appeal to a younger generation of fans who saw her not just as a basketball player but as a role model and influencer. In today’s digital world, athletes with a large social media following can leverage that platform to build their personal brand long before they hit the professional stage. Mia’s relatability and engagement with her audience translated into higher earnings from sponsored posts, live events, and product collaborations.
The Changing Landscape of Women’s Sports
Mia Davis and Caitlin Clark represent the new wave of athletes who are rewriting the rules of how to monetize a sports career. With NIL opportunities, social media influence, and increased visibility for women’s sports, athletes like Mia are able to build lucrative businesses that go beyond their contracts with professional teams. Caitlin Clark, while earning impressive figures from NIL deals, is also entering a professional league where her earnings will increase dramatically due to the endorsement power of the WNBA.
In this new landscape, we are seeing a more empowered generation of female athletes who have the financial tools and platforms to control their own careers. While they still face obstacles in terms of equal pay and recognition, the rise of digital influence, marketing, and the increased commercial viability of women’s sports are changing the game.
