Evaluating Superstar Carryover Effects: The Case of Caitlin Clark and Big Ten Women's Basketball

Visiting superstar athletes can significantly impact attendance at sporting events. However, carryover effects on event attendance occurring after the superstar's appearance remain unexplored. This study examines the “halo effect” of University of Iowa women's basketball star Caitlin Clark's appearances on attendance at Big Ten women's college basketball games during the 2023–2024 season. Using a predictive model incorporating factors such as game time, day of week, and team quality, we compare expected and actual attendance figures before, during, and after Clark's appearances. Results reveal substantial increases in attendance during games featuring Clark and notable carryover effects in subsequent games, with post-Clark games exceeding predicted attendance by an average of 385 (8.05%) fans per game. Qualitative interviews with Big Ten sport marketers identified several tactics utilized to leverage this effect. However, most schools did not effectively capitalize on these tactics, with only two schools consistently outperforming attendance expectations by utilizing data-driven marketing strategies.