The WNBA is reaching new heights, with star players like Caitlin Clark bringing women’s basketball to a new level of popularity. The league’s recent success growing viewership and fan engagement highlights some valuable lessons, including the power of authenticity in media.

This year’s season kick-off in May saw record-breaking attendance figures, marking the highest turnout for an opening month in the league’s 26-year history. The season opener, featuring Clark, set new viewership records for Disney and ESPN. Earlier, the WNBA draft in April attracted an audience of about 2.45 million, quadrupling the previous year’s viewership. Google searches for “WNBA” increased by over 1,500% compared to the start of the 2022 season.

With all-time high viewership, this increased exposure is putting the spotlight on players, particularly on their interactions with media.

At a recent press conference, an exchange occurred between Phoenix Mercury player Kahleah Copper and a reporter that made waves on social media. When asked about bench production, Copper’s response was unfiltered:

Reporter: “What does the bench production have to do to help the team out?”

Copper: “You said what?”

After the reporter repeated the question, Copper countered:

Copper: “That’s a real question? What did they do last game?”

Reporter: “Do well.”

Copper: “So what they gotta do this game? Score, right?”

Reporter: “Score, right.”

Copper: (looking over and leaving) “Aight, bet.”

This brief interaction has gone viral, with many fans loving Copper’s candid approach to press interviews. Comments are filled with, “she’s so real for this,” “I love that she’s not media trained,” and “WNBA press conference is the best thing to watch. These players are unfiltered.”

Similarly, Caitlin Clark had a notable moment during a post-game press conference after a heated game with rough physical plays and confrontations. When asked about the physicality of the game and her interactions with the opposing team, her response was frank:

Reporter: “Caitlin, the game was quite physical and intense. Can you share your thoughts on how it played out and your interactions with the opposing team?” 

Clark: “Yeah, it was a battle out there. Honestly, some of their players were talking a lot of trash, and I wasn’t going to back down. We play hard, and if they want to make it physical, we’ll match that intensity. It’s part of the game, but sometimes it crosses the line. I’m not here to make friends on the court; I’m here to win.”

Clark’s straightforward and competitive response showed an unwillingness to sugarcoat her feelings and her focus on winning, which resonated with fans who appreciated her genuine and passionate demeanor.

This positive reception raises questions: Why are media interactions like these, which traditionally would cause the player to be frowned upon, now embraced and applauded? What changed?

Audiences today are hungry for authenticity in media. A growing mistrust of mainstream press, social media platforms, and political figures has made them skeptical of overly rehearsed statements. The desire for relatability has increased, with fans seeking genuine, unscripted interactions. “Realness” is now celebrated as a virtue, with authenticity viewed as a marker of integrity and honesty.

Because of this, athletes expressing themselves with humor, slang, and unfiltered emotion is exactly what viewers want to see. The WNBA is reaping the rewards of this cultural shift with good PR and increased fan engagement.

Media training has traditionally focused on polishing responses and maintaining a professional image, but in today’s digital landscape, this approach can feel outdated and disconnected. Interactions like these are setting a new standard, and as the media landscape evolves, so should media training.

At Red Banyan, our approach is to always adapt media training to enhance, rather than alter, a client’s natural communication style. This helps individuals to remain genuine and authentic while navigating interviews, especially during a PR crisis. This approach not only satisfies the desire for authenticity but also allows clients to build stronger, more genuine connections with their audience.

As the WNBA continues to grow in popularity, this unfiltered content could become a defining characteristic, setting them apart from others and attracting a new generation of fans who value realness over rehearsed responses. Others can learn a lesson from this success.