(Radio Iowa) – As University of Iowa basketball star Caitlin Clark preps for her final home game tonight (Monday), the economic and sociological impact of her career on and off the court is still being assessed — into tens of millions of dollars. U-I Business Analytics Professor Jeff Ohlmann (OLE-mun) says his research into the so-called Caitlin Clark Effect doesn’t attempt to put a dollar figure on her impact on the university, the state, or the sport, but instead zeroes in on things that -can- be measured.

Plus, there’s all of the merchandising, including sales of black-and-gold t-shirts and jerseys emblazoned with the number 22. Even country music superstar Tim McGraw wore a Caitlin Clark jersey on-stage during his concert in Des Moines last week.

Caitlin Clark (photo by Tim Schoon, University of Iowa)

Ohlmann compares the “economic fervor” surrounding Clark’s rise to fame alongside other female celebrities like Beyonce or Taylor Swift, noting, it’s not been a male-dominated economy for some time.

A report released by Common Sense Institute Iowa, what’s billed as a “non-partisan research organization dedicated to the protection and promotion of Iowa’s economy,” says “Clarkonomics” has generated more than 82-million dollars in increased community and state consumer spending. Again, Ohlmann doesn’t try to attach a figure to Clark’s appeal, and he doubts her meteoric rise in popularity will fizzle once the N-C-double-A tournament ends — along with her college career — as she joins the W-N-B-A. The question remains, will Hawkeye women’s basketball games sell out -next- season and will interest in the sport thrive -after- Clark leaves Iowa City?

He calls Clark a “generational talent” but remains confident a strong following has been cemented in Iowa women’s basketball, and that the dedication to Hawkeye hoops will continue long after she’s headed to the pros.