The recent WNBA season has been a maelstrom of viral moments, intense rivalries, and unprecedented fan engagement, largely fueled by the “Caitlin Clark effect.” Yet, amidst this whirlwind, Indiana Fever guard Sophie Cunningham has carved out her own indelible mark, transforming a $400 fine for a hard foul into an extraordinary surge in popularity, most notably evidenced by her TikTok following skyrocketing by over 530,000 in a matter of days.
The pivotal incident occurred on Tuesday, June 17, 2025, during a highly anticipated matchup between the Indiana Fever and the Connecticut Sun. Tensions were already high between the two teams, known for their physical play. In the third quarter, a contentious moment unfolded where Sun guard Jacy Sheldon poked Caitlin Clark in the eye, and subsequently, Marina Mabrey (also of the Sun) appeared to intentionally shove Clark to the ground. While the officials handed out various fouls and technicals, the perception among many fans was that Clark was not being adequately protected by the league or her teammates.
Enter Sophie Cunningham. Later in the fourth quarter, with the game’s outcome largely decided, Cunningham took matters into her own hands. In a clear act of retaliation, she committed a hard, wrap-around foul on Jacy Sheldon as Sheldon drove to the basket. The foul was immediately assessed as a Flagrant 2, leading to Cunningham’s automatic ejection from the game. The WNBA later confirmed a $400 fine for the Flagrant 2, along with an additional undisclosed fine for her role in the ensuing post-foul altercation.
What followed was a social media phenomenon that perfectly illustrates the evolving landscape of sports fandom and athlete branding in the digital age. Instead of being viewed negatively for the foul, Cunningham was lauded by a significant segment of the WNBA fanbase. Her actions were interpreted as a fierce, loyal defense of her teammate, Caitlin Clark, who many felt was being unfairly targeted without adequate protection from officials.
The immediate and overwhelming response on social media was a groundswell of support. Fans swiftly dubbed Cunningham “The Enforcer,” “Caitlin Clark’s Bodyguard,” and a symbol of team loyalty. The video clip of the foul and its aftermath went massively viral across all platforms, particularly TikTok.
Before the incident, Sophie Cunningham had a respectable presence on TikTok, with approximately 302,000 followers. In the mere days following her ejection and fine, her follower count surged past the 800,000 mark, ultimately crossing the 1 million follower threshold. This represented an increase of over 700,000 new followers on TikTok, with over 530,000 of that surge occurring within a very short, concentrated period immediately after the game. Her Instagram following also saw a substantial increase of over 244,000 newcomers, reaching approximately 730,000 followers.
This kind of rapid, organic social media growth is virtually unprecedented for a role player in the WNBA. Marketing agencies estimate that acquiring such a massive number of new, engaged followers through traditional advertising or paid partnerships could cost a brand well over $1 million. Thus, Cunningham’s $400 fine inadvertently became a “million-dollar moment” in terms of earned media, brand value, and commercial potential.
The virality was fueled by several factors:
- The Caitlin Clark Effect: Clark’s historic entry into the WNBA has brought millions of new viewers to the league. Many of these fans, particularly those new to the WNBA’s physicality, have been outspoken in their desire for Clark to be protected. Cunningham’s actions resonated deeply with this segment of the fanbase, fulfilling a narrative they keenly followed.
- Authenticity and Relatability: Cunningham’s fierce loyalty and her unapologetic post-game comments, where she stated, “I’m going to protect my teammates, that’s what I do,” struck a chord. She articulated a frustration that many fans shared regarding the perceived officiating discrepancies and the physicality directed at Clark. Her willingness to speak her mind and act on her convictions made her incredibly relatable.
- The Underdog Narrative: Despite being an established WNBA player with a reputation for toughness (“Spicy Sophie” from her Phoenix Mercury days), Cunningham was not yet a household name on the scale of a Clark or A’ja Wilson. Her viral moment thrust her into the spotlight, turning her into an instant fan favorite and an unexpected hero.
- Engaging Social Media Presence: Cunningham herself capitalized on the momentum. She posted a TikTok video where she humorously mouthed the lyrics “I can’t keep my hands to myself—I mean I could, but why would I want to?” from Selena Gomez’s song, directly referencing the foul. This post alone garnered millions of views and further endeared her to her rapidly expanding audience. She also celebrated hitting 1 million TikTok followers with a separate dance video.
Beyond the social media numbers, the impact was felt in tangible ways:
- Jersey Sales Surge: Her Indiana Fever jersey quickly sold out from the team’s official store, with pre-orders extending into July. This direct economic impact clearly offset the cost of her fine and demonstrated a powerful consumer demand.
- Increased Endorsement Value: Cunningham’s elevated profile and highly engaged social media audience make her a far more attractive partner for brands. The cost of a sponsored post on her platforms has undoubtedly increased significantly, turning her online presence into a lucrative asset.
- “Tres Leches” Moment: Further cementing her viral status, Cunningham arrived at a subsequent game against the Las Vegas Aces sporting a custom-designed “Tres Leches” shirt, featuring herself, Lexie Hull, and Caitlin Clark. This witty, self-aware nod to the “Three Milks” nickname that fans had given the trio further endeared her to her new followers.
While the WNBA continues to grapple with the heightened physicality and narratives surrounding its star players, Sophie Cunningham’s “tackle” and subsequent social media boom serve as a powerful case study. It demonstrates how a single, controversial moment, when amplified by social media and delivered by an authentic personality, can translate into immense fan engagement, personal branding success, and an unexpected surge in popularity, turning a disciplinary action into an undeniable win for the athlete involved. For Sophie Cunningham, a $400 fine led to a newfound fame that is truly priceless.
