- 2023 women’s championship drew nearly 19 million viewers, outpacing men’s final
- Social media influence boosts athlete branding (Watkins signs landmark Fanatics deal)
- NCAA’s new ‘units’ payments address historic gender equity gaps
- Regional case study: South Carolina’s Dawn Staley builds back-to-back title contender
Women’s college basketball is rewriting the playbook for sports popularity. Last year’s NCAA championship game between Iowa and South Carolina shattered records with nearly 19 million viewers, marking the first time the women’s final outperformed the men’s in ratings. This seismic shift stems from generational talents like Juju Watkins (USC) and Paige Bueckers (UConn), whose combined social media reach exceeds 3 million followers – a digital footprint that dwarfs most men’s players.
The NCAA’s recent decision to award ‘units’ (performance-based payments) to women’s teams reflects growing institutional support. South Carolina coach Dawn Staley notes, ‘When programs receive equitable resources, the product excels.’ Her top-seeded Gamecocks exemplify this principle, drawing over 12,000 fans per home game – comparable to mid-tier NBA attendance.
Regional investment disparities persist, however. While South Carolina’s athletic department allocates 44% of its budget to women’s sports (well above the 31% NCAA average), other programs lag. This imbalance creates uneven recruiting landscapes, though rising TV revenues ($65 million annually from ESPN’s women’s tournament deal) promise broader change.
Social media has emerged as the great equalizer. Watkins’ December showdown against Bueckers attracted over 2 million viewers on Fox, proving star power transcends traditional broadcast metrics. The USC freshman’s recent Fanatics partnership – the first NIL deal of its kind for a women’s player – signals brands’ recognition of this demographic shift.
As March Madness tips off, analysts predict another ratings bonanza. ESPN’s regular-season viewership climbed 41% since 2022, with younger audiences (ages 18-34) tuning in at triple the rate of men’s games. The potential Elite Eight rematch between Watkins and Bueckers could break cable records, while Staley’s undefeated Gamecocks offer a potential championship narrative.
Long-term sustainability hinges on maintaining this momentum. Sports media professor Kevin Hull observes, ‘The women’s game now delivers must-see TV moments previously reserved for men’s sports.’ With corporate sponsors increasing investments by 27% year-over-year and the NCAA finally prioritizing parity, women’s basketball isn’t just having a moment – it’s building a new era.