All college basketball fans had to be impressed with Caitlin Clark, the Iowa star who grabbed media attention with her b-ball skills and scoring. She seems to be the female equivalent of Steph Curry. But, unfortunately that’s where the similarity ends. She has been offered an annual salary of less than $80,000 over multiple years. At the same time, her male counterparts at the college level are expected to garner millions over multiple years. Is this fair? Of course not…but economics–specifically ad dollar economics–rule the day. Unless and until women’s pro b-ball can attract the same number of viewers as men’s pro b-ball pay will reflect these differentials. This isn’t gender discrimination; but it’s still unfair. The reality is that–in today’s pro sports world–ad dollars cover 90% of the costs involved in player salary (indirectly) and network and team profits. Put another way, owners probably don’t concern themselves over game in-person attendance as long as TV ratings hold up. The cost of arena tickets, beer at the game, a hot dog or any other purchase is designed to reflect the cost of opening up the stadium and paying the overhead. When prices increase it simply means that the cost of those items (materials and labor) has increased.
If you doubt our perspective watch a women’s pro golf tournament and count the spectators. Then watch a men’s golf tournament and do the same. The women’s total prize money purse will be a very small fraction of the men’s prize money. The difference all relates to ad money or the lack thereof.
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