Sophie Cunningham finally put a voice to what Indiana Fever fans have been saying for a year. Analysts and fans have repeatedly pointed out that Caitlin Clark gets unfair treatment from her peers. She is fouled like the sole purpose of the players guarding her is to put her on the ground, and Cunningham was the first to lend credibility to these accusations. She recalled her Phoenix Mercury teammates in 2024 saying, “Let’s show her what the WNBA’s about. 

Cunningham didn’t hold back, admitting that while every rookie takes heat, the criticism leveled at Caitlin Clark has been “over the top.” On the Show Me Something podcast, launched in collaboration with Colin Cowherd’s media brand The Volume, Cunningham flat-out called Caitlin Clark effect deniers “dumb as f—.” Her outspoken streak didn’t stop there. Just days earlier, she stirred up a frenzy by walking into a game wearing a viral “Hot Girls Eat Arby’s” shirt.

The $1.7 billion-valued Arby’s jumped at the moment, hailing her as “an unapologetic queen” on their social media. After seeing Cunningham’s brand value spike following her arrival in Indiana and alignment with Clark, Fox Sports’ Dan Beyer connected the dots, calling her Clark’s unofficial “enforcer.”

“Do you think if any other player in the WNBA that didn’t stick up for Caitlin Clark had worn an Arby’s shirt, Arby’s is like, ‘We’re on board with that’? Heck no. But it was Sophie Cunningham. So, guess what? Arby’s is on board. Like, let’s load it up,” Beyer said on Fox Sports Radio.

Cunningham herself admits the Caitlin Clark effect on her rising popularity. “This is what we’ve always wanted as a league, so like, who cares who gets the credit?” she said. “And if you’re smart, [you know] you’re making money off them. … Just be nice.” Her bold personality and willingness to defend Clark have made her a fan favorite, especially after that infamous Connecticut Sun game.

It was in that matchup where Cunningham, “just being herself,” tackled Jacy Sheldon, got thrown out, and became a viral symbol of Clark’s on-court protection. Her fearless style and Clark’s immense popularity were the lights that became Cunningham’s branding success.

Beyer even questioned why more players haven’t capitalized on their connection to Clark, “And for no one else in the entire league to realize, to raise their hand and just be like, I support Caitlin Clark… how about her former teammates in Iowa? How many are in the league, Sam? Kate Martin?” Sam replied, “You know, maybe Megan Gustafson, Kate Martin, and then, um, Lucy Olsen over at the Mystics.”

Beyer continued, “Speak up. Guess what? You’ll maybe get a Dairy Queen ad. Maybe that happens. But for some reason, no one gets the message. And it boggles my mind.”

Martin was Clark’s captain for all four years at Iowa and her roommate on many road trips. Megan Gustafson is an Iowa alumna from 2019, and Lucy Olsen transferred to Iowa for the 2024–25 season. All three have the pedigree to leverage Clark’s fame into off-court opportunities.

However, not every player wants to risk tying their entire brand to a single record. A personal brand built solely on a teammate could limit future opportunities if the dynamics change. There’s a balance. See the Caitlin Clark effect as a launchpad but maintain individuality for long-term sustainability. Kate Martin is in a unique spot where she could be the next breakout.

Could Kate Martin Be the WNBA’s Next Breakout Star?

When the Golden State Valkyries faced the Indiana Fever, all eyes were on the Kate Martin and Caitlin Clark reunion. The Valkyries came out on top, and Martin quietly extended her perfect 6-0 record against Clark in the pros. The matchup also highlighted Martin’s opportunity to grow her brand, just as Cunningham did.

Martin and Clark’s bond is undeniable. They started 139 consecutive games together at Iowa, the longest such streak in Division I women’s basketball over the last 25 years. Their friendship is playful and public. “Man, she’s not very good at basketball, isn’t she?” Clark once joked to an official while handing the ball to Martin. Martin, then with the Aces, has since been selected by the Golden State Valkyries in the expansion draft.

At Golden State, Martin is a role player, averaging 16.8 minutes per game with three starts. Yet the Valkyries are rewriting the expansion playbook. Sitting at 14-13 with a three-game win streak, they’ve become the league’s feel-good story and lead the WNBA in attendance and team valuation, even surpassing the Fever.

Martin’s marketability lies in her “Glue Player” reputation, being steady, reliable, and relatable. She embodies the qualities brands long for, and her connection to Caitlin Clark lends her an authentic story to share. If held correctly, Martin could follow Cunningham’s path to mainstream visibility while maintaining her unique brand. As the WNBA enters a new era, players like Cunningham and Martin are showing that on-court performance is only part of the equation. Yet, as Clark’s star rises, it can also overshadow others, making it crucial for each player to have their impact in ways that strengthen their unique strengths and stories.