Ladies for the Win: Women’s Games Receive Better Ratings

Expectations for March Madness have been brewing for a while, but not necessarily for the men’s tournament. It’s the women’s, now in its third year of using the March Madness name after women won the right to do so, that is far more exciting than the men’s tournament. Signs of the change include crowd sizes, ticket prices, and the on-air enthusiasm of sports announcers. So what’s happening? Several factors are making this happen. The cultural impact of Title IX is finally coming to fruition, lifting women’s basketball to new heights. Teams in many states – from South Carolina to Indiana to Iowa to Oregon – are forming powerhouses that are creating loyal fan bases. Social media has helped bring the players, coaches, and fans closer together. The burst of sanctioned Name, Image, and Likeness (NIL) rules is giving players opportunities to elevate their brands and become more visible through sponsors and endorsements.
Historically, the men’s NCAA tournament has been more successful, attracting advertising revenue, ticket sales, and media rights deals. This financial dominance has translated into significant investment in facilities, coaching staff, and player development within men’s college basketball programs. In contrast, the women’s tournament has often been relegated to a secondary status, with fewer resources and financial incentives allocated to women’s basketball programs. However, recent trends indicate a potential rebalancing of monetary considerations, as the growing popularity of women’s college basketball attracts increased sponsorship deals and media partnerships. The audience for women’s college basketball is growing, and so is interest from brands looking for more opportunities to invest in women’s hoops coverage. Per ESPN, the 2023 women’s March Madness tournament attracted nearly 100 different advertising partners, up from 22 advertisers for the 2022 tournament. This year’s tournament is also seeing a similar number of new and returning brands, as well as seven new category sponsors. Women’s college basketball players have also increased their number of NIL deals with brands by 60% year-over-year, on top of the 186% increase in NIL deals already seen the prior year.
One of the critical drivers of the NCAA basketball tournaments’ success is the recognition and star power of its players. Historically, the men’s tournament has boasted household names, with star players often going on to successful careers in the NBA. In comparison, the women’s tournament has struggled to produce similarly recognizable figures, despite the presence of elite talent and competitive gameplay. However, recent years have seen a big shift in women’s college basketball, with players such as Caitlin Clark, Angel Reese, JuJu Watkins, and Paige Bueckers gaining widespread recognition and acclaim. This increased visibility has not only elevated the profile of the women’s tournament but also opened up new opportunities for female athletes in the sports industry.
Media coverage plays a crucial role in shaping the narrative and perception of NCAA basketball tournaments. Historically, the men’s tournament has enjoyed extensive coverage across various platforms, including television, radio, and digital media. In contrast, the women’s tournament has often been marginalized, in terms of media exposure, with limited broadcasting rights and less comprehensive coverage. However, recent efforts to promote gender equality in sports media have led to a more equitable distribution of coverage, with increased airtime and analysis dedicated to women’s college basketball. This trend towards greater visibility bodes well for the long-term growth and sustainability of the women’s tournament.
The NCAA basketball tournaments – the men’s and the women’s – are the annual centerpiece of the college sports landscape. Each year, they provide excitement for college basketball fans and revenue for the Division I schools that field the majority of teams. But because the men’s tournament is where most comparable revenue and media attention flows, some people have argued that the women’s program shouldn’t receive the same exclusive tournament format as the men’s. While people are paying more and more attention to the women’s game, and college representatives are investing more and more money, perhaps we’re heading toward a different future. Instead of diminishing the women’s March Madness, this growth and recognition will continue to help it flourish into a successful tournament. Being inclusive and diverse in the NCAA is the best course of action if both tournaments are to receive the same level of attention and funding.