Iowa women’s basketball appeal, popularity continues to evolve in post-Caitlin Clark era

By Pat Harty

IOWA CITY, Iowa – As great as Caitlin Clark was on the court as an all-everything Iowa Hawkeye point guard, her impact away from the court, or more specifically, in the stands, on television, and on social media, is maybe even more impressive.

That was more than apparent on Saturday as Clark’s alma mater withstand an incredible effort by an undersized Fairleigh Dickinson squad in the first round of the NCAA Tournament.

It was nearly 90 degrees outside, and just as uncomfortable inside the part of Carver-Hawkeye Arena that doesn’t have air conditioning, and yet, fans still packed the arena, withstood the heat and helped quell an upset bid as Iowa finally prevailed, 58-48.

Fans will forever have memories of Clark making logo threes and no-look passes, and of her scoring an NCAA record 3,951 points and leading Iowa to back-to-back NCAA runner-up finishes in 2023 and 2024; but her magic off the court still is happening right before our eyes.

Clark’s power, influence and appeal have been on display a lot recently as news broke this week that the WNBA has reached a collective bargaining agreement with a projected salary cap that is reportedly set to exceed $10 million by the end of the agreement.

Starting in 2026, the supermax contract starts at $1.4 million, up significantly from $249,244 in 2025.

The timing of this landmark deal is hardly a coincidence with Clark entering her third season in the WNBA, and with interest in the league at an all-time high.

The same drawing power that helped to pack arenas in college has carried to the WNBA, and with it comes money, lots of it.

Clark is arguably the most popular athlete right now in any sport, outside of maybe professional soccer.

And when was the last time you could say that about a WNBA player?

The Iowa women’s basketball team was also recently crowned by Nielsen as the most popular women’s college basketball team for the 2025-26 season.

The TV ratings company revealed the top 10 most-popular women’s college basketball teams on Wednesday, March 18. Nielsen determined its rankings based on linear TV viewership and Facebook an Instagram followers from Nov. 1, 2025, to March 8, 2026.

Iowa led with 560,000 combined followers, followed by LSU (532,000), South Carolina (473,000), Tennessee (255,300), and Texas (155,400).

Iowa State was ranked ninth with 97,100 combined followers.

Of course, the Nielsen rating shows that Clark didn’t create this phenomenon by herself. She was just the catalyst, the ringleader whose impact continues to help her alma mater.

From the rise of Megan Gustafson as a Hawkeye to the way in which former Iowa head coach Lisa Bluder created the ideal environment in which Clark could thrive to Clark’s talented supporting casts at Iowa; this has been a community project, a group effort.

Gustafson’s individual and team success as a Hawkeye is part of what helped to convince Clark that she could achieve all her goals and dreams at Iowa.

Bluder then handled it from there with help from her assistants as they allowed for Clark to be generational talent without sacrificing the team-first mentality.

That is never an easy task, but Bluder and Clark just made it look easy.

As for Clark’s supporting casts at Iowa, one of the best, former guard Kate Martin, was back in Iowa City on Saturday to watch her alma mater play.

She and former Iowa guard Lucy Olsen both received a rousing ovation when introduced during Iowa’s 58-48 win over Fairleigh Dickinson.

Olsen didn’t play with Clark at Iowa, but Olsen’s decision to be a Hawkeye for her final college season was impacted greatly by what Clark had achieved at Iowa.

Olsen helped to bridge the gap between the Clark era and the present, earning first-team all-Big Ten honors last season, and helping Iowa make the NCAA Tournament in her only season as a Hawkeye.

Second-year Iowa head coach Jan Jensen also has helped to keep this Hawkeye phenomenon going as she won her 50th game as the head Hawk with the win over FDU.

Fifty wins in less than two seasons is impressive under any circumstance.

As influential and as popular as Caitlin Clark is; her alma mater doesn’t just get a free popularity pass.

Iowa has to keep winning games at a high rate, and right now it’s meeting that requirement.

For three straight seasons, including two without Clark, Iowa has sold out all of its home games. It would be a surprise if it didn’t happen for a fourth straight season.

Few in sports have touched fans the way in which Caitlin Clark has, first as a Hawkeye and now as a WNBA player and unofficial spokesperson.

Clark is now doing commercials with Charles Barkley and Magic Johnson, and she makes it looks easy when it isn’t.

She has created a global brand that will continue to evolve, and that will continue to benefit her college alma mater.

Iowa is now recruiting at a different level with the latest example being 2026 five-star forward McKenna Woliczok, who is from San Jose, California.

Iowa All-Big Ten center Ava Heiden was a four-star recruit coming out of Oregon in 2024.

Two states where Iowa rarely recruited before the Clark era are now obviously in play as the Iowa brand continues to grow in spectacular fashion.

Iowa faces Virginia at 1 p.m. on Monday with a trip to the Sweet 16 on the line.

The early tipoff will certainly create some obstacles, especially with parking.

But where there is a will, there’s a way, and Iowa women’s basketball fans will find a way to get to Carver-Hawkeye Arena on Monday, even if it were to mean carpooling.