Why WNBA Union Won’t Monetize Viral Sophie Cunningham Incident

Sophie Cunningham’s viral pointing gesture toward DeWanna Bonner has become a prominent meme across social media, but it will not appear on official WNBPA-licensed products. The players' union is preventing its licensees from using the image, labeling the conduct as derogatory. This decision keeps the specific imagery off of commercial items produced through the union’s partnerships.

While the union restricts its own partners from selling items featuring the gesture, individual players maintain their rights to pursue personal brand deals. Cunningham is free to license her own name, image, and likeness to any company she chooses, independent of the union’s collective agreements. If a brand wants to use official WNBA team logos, they must still seek separate approval from the league, as the union only controls the player-facing aspects of the licensing agreements.

Cunningham appears to be capitalizing on her increased visibility. Since the incident occurred during the June 24 game between the Phoenix Mercury and Indiana Fever, she has gained nearly one million new Instagram followers. She has participated in various high-profile events as a guest, including UFC 329. The viral moment has reached far beyond the basketball court, even appearing in content from official government social media accounts.

The WNBPA stated that they generally avoid monetizing player confrontations to maintain the professional standards of their organization. Despite this stance, the market demand for content related to the incident remains high. Cunningham has largely ignored the controversy surrounding the image, treating it as a natural byproduct of her current status in the public eye.