Fox News host Brian Kilmeade isn’t shy about calling out what he sees as failures in professional sports leagues, and this week, the One Nation and Fox & Friends co-host turned his attention to the WNBA’s Caitlin Clark — the 32-year-old rookie phenom whose arrival has set records, sparked rivalries, and ignited heated debates on and off the court.
Speaking in a panel discussion, Kilmeade said the league needs to step in to address the targeted physical play and increasingly hostile treatment Clark has faced — not because she wants special attention, but because the numbers prove she’s the best thing to happen to the WNBA in decades.
“She doesn’t want to be a martyr,” Kilmeade stressed. “She just wants to play basketball.”
A Ratings and Attendance Boom
Clark’s arrival in the WNBA has been nothing short of transformative. According to Kilmeade, viewership is up to the highest levels in 20 years, with some games seeing ratings more than double year-over-year. Attendance is up 14% across the league. Merchandise sales have skyrocketed — her jersey sales alone are up over 400% compared to the previous year, and WNBA jerseys overall are seeing their biggest spike in history.
Economists estimate Clark has generated an astonishing $875 million to $1 billion in economic value for the league and its markets in just her rookie season. That figure includes ticket sales, merchandise, broadcast rights, and local business revenue tied to game days.
“These are numbers you can’t ignore,” Kilmeade said. “If you’re a league struggling for decades to get attention, and one player walks in and almost single-handedly turns that around — you protect her.”
The Resentment Factor
But that rapid rise has come with an ugly side. Kilmeade noted that while other sports have welcomed game-changing stars — pointing to Pelé’s arrival in the 1970s and David Beckham’s debut in Major League Soccer — Clark has faced a level of resentment from opponents that is unique.
“Pelé comes to the U.S., 77,000 people show up at the stadium. No one’s trying to injure him; even opponents were saying thank you,” Kilmeade recalled. “Beckham’s press conference drew bigger crowds than most MLS games, and everyone knew it was good for the sport. But Caitlin Clark? From day one, there’s been this ‘mean girl’ behavior.”
The tensions go back to her college days, particularly heated games against LSU, and have carried into the WNBA. Kilmeade pointed out that while competition is part of the game, the targeted physicality and off-court hostility risk crossing the line into civil rights territory if left unchecked.
Incidents Cross the Line
Recently, incidents at games have turned bizarre and disturbing. One example: objects — including inappropriate items — have been thrown onto the court during Clark’s games. Kilmeade condemned the behavior outright, noting that such acts not only humiliate players but also create a hostile environment for fans, particularly young girls.
“There are junior high girls going to see these games,” Kilmeade said. “When you bring something like that into an arena, it’s just as bad as public exposure in D.C. It’s about humiliating women, and it’s terrible.”
Fox panelist Lisa Boothe agreed, calling the incidents “a form of humiliation” that the league should crack down on with immediate ejections and bans.
League Silence and Missed Opportunity
Kilmeade criticized the WNBA’s leadership for saying “almost zero” publicly about the issue. In his view, their silence represents a missed opportunity to set the tone for how the league treats its breakout stars and how it cultivates the sport’s next generation.
“If the leadership of the WNBA wanted to take control, they’d sit everyone down and say, ‘Okay, I get it — it’s hard competition on the court, but you’ve gone beyond that. You’re hurting the brand,’” he said.
Kilmeade noted that the WNBA has always been subsidized by the NBA, but with Clark’s arrival boosting attendance and revenue, the league has a chance to finally stand on its own financially — if it doesn’t squander the momentum by letting internal hostility overshadow the product.
A Business Model at Stake
For decades, the WNBA has struggled to achieve profitability, relying heavily on NBA support. Kilmeade believes Clark’s presence offers a rare chance to change that.
“People are paying attention now,” he said. “The WNBA has turned it into a fight that, for the public, has taken on a racial component rather than unity — which is something they preach but don’t practice.”
The key, Kilmeade argued, is for leadership to put aside the politics and protect the sport’s integrity.
“They’re already working with a failing business model. Now you have the interest. You have the attendance. You have the ratings. Capitalize on it correctly,” he urged.
Clark’s Response: Keep Playing
Part of what makes Clark’s situation unique, Kilmeade observed, is her own approach. Despite the targeting and the public controversies, she has not called for special treatment from referees or the league.
“She doesn’t complain, she’s not trying to start trouble,” Kilmeade said. “She just wants to play basketball.”
That humility, he added, makes the league’s inaction even harder to understand. “If we keep singling her out because we can’t help but do it, it makes it harder for those nursing an injury right now. Protect your stars.”
Learning from the Past
Kilmeade recalled the league’s early days, when stars like Rebecca Lobo brought momentum from Olympic gold into the WNBA’s launch in 1997. Back then, he said, there wasn’t the same level of resentment because there was no single rookie carrying the sport on her shoulders.
“They were able to sustain that momentum for a while,” he said. “I’m not sure what happened, but now you’ve got this kid from Iowa who goes to Indiana and revitalizes the sport. It’s one of the craziest storylines I’ve ever covered.”
The Call for Leadership
For Kilmeade, the solution is simple: leadership at the top of the WNBA must make a conscious decision to safeguard both the player and the sport.
“This is like any mission of a sports league,” he said. “You want it to sustain, you want it to grow, and you don’t get there by letting your biggest draw become a punching bag.”
Kilmeade even joked that he’s been offered coaching opportunities in the WNBA — but quickly added with a grin, “If they could match my salary, I would. But I’d bankrupt them.”
Beyond the Numbers
While Kilmeade’s remarks centered on economics and sportsmanship, the broader point was about culture. In his view, Caitlin Clark represents not just a boost in ratings, but a symbol of what women’s sports can achieve with the right promotion and protection.
“Anytime women’s athletics go forward, I love it,” he said. “The NBA had to work hard to bring their league up. Even the NFL did that. You make appearances, you connect with the community, you build it. The WNBA needs to do the same — and with Clark, they have their best chance yet.”
Bottom Line
Caitlin Clark is more than a talented rookie — she’s the most significant growth engine the WNBA has ever had. But without the league stepping in to curb hostility, ensure fair play, and promote unity, Kilmeade warns they risk losing the momentum she’s created.
“She doesn’t want to be a martyr,” he repeated. “She just wants to play basketball. And the league should want that too.”