How Caitlin Clark helped ignite ‘unprecedented’ WNBA gambling boom – and why that could help the league break into America’s big four

The WNBA experienced a significant surge in 2024 that went beyond just increased ticket sales and ad buys. Rookie sensation Caitlin Clark played a key role in transforming the league, resulting in a 50 percent spike in attendance, a 500 percent increase in merchandise sales, the introduction of new expansion teams, and a lucrative media deal worth $200 million annually. The league also saw a record 54 million viewers in 2024, with Clark’s Indiana Fever attracting a league-high 1.18 million viewers per game. Sponsorship deals increased by 60 percent, according to Ad Age.

Betting on the WNBA, once overlooked by sports gamblers, saw a four-fold increase on FanDuel in the first 50 games of 2024, according to FanDuel’s general manager, Karol Corcoran. Additionally, American sportsbooks experienced a 42.4 percent increase in bets during July, August, and September, the peak WNBA season, compared to 2023, totaling $3.24 billion, as reported by the American Gaming Association (AGA).

Corcoran believes that the WNBA is now in a position to compete with North America’s major sports leagues in US sportsbooks, as interest in the league grows. Betting interest, particularly in prop bets, focused heavily on Clark and her rookie rival Angel Reese. Clark attracted 13 percent of all prop bets on FanDuel, seven times more than the previous year’s leader, A’Ja Wilson, while Reese garnered 5 percent of all prop bets.

The popularity of Clark and Reese’s collegiate rivalry translated into increased interest among gamblers, culminating in a peak audience of 17.3 million viewers for their Elite 8 rematch in 2024. Sportsbooks have observed this trend and are capitalizing on it by offering promotional deals to attract more female bettors and fans to the WNBA.

FanDuel, for example, offers customers who bet on the WNBA a free month of WNBA League Pass to enhance their viewing experience. Looking ahead to the 2025 season, FanDuel plans to expand its offerings for WNBA fans to meet the growing demand.

Corcoran emphasized the reciprocal growth potential between sportsbooks and the WNBA, noting that investments in expanding offerings for fans contribute to the overall growth of the league. As more fans engage with the WNBA and its athletes, the demand for betting opportunities is expected to increase, creating new avenues for fans to participate in the excitement of the league.