🔙 The backdrop
The quest for equality in sports has seen numerous pivotal moments, from Title IX to Billie Jean King’s historic victory in the “Battle of the Sexes.” However, Sedona Prince’s 2021 TikTok marked a significant turning point for women’s basketball (WBB).
Her 37-second video highlighted the stark contrast between the men’s and women’s weight rooms during the 2021 NCAA basketball championships, shedding light on a long history of sexism in college sports that has marginalized women’s athletics in terms of funding and recognition.
The public outcry following Prince’s TikToks prompted the NCAA to conduct a gender equity review, revealing systemic issues and underlying sexism within the organization’s practices.
The NCAA’s flawed business strategy, which underestimated the revenue potential of women’s sports, culminated in a contentious media rights deal that undervalued women’s basketball.
The subsequent wake-up call led to significant changes, culminating in equal branding for WBB alongside MBB, granting the women’s tournament the prestigious title of “March Madness.”
📈 The impact
Since receiving equal recognition, Women’s March Madness has experienced unprecedented success, breaking records and attracting a surge in viewership.
With increased TV viewership and sponsorship interest, WBB has capitalized on its newfound opportunities, fueled by the ability for college athletes to secure name, image, and likeness (NIL) deals.
🛑 The roadblocks
Source: Rebecca Gratz/NCAA Photos via Getty Images
While demand for the women’s tournament soars, logistical challenges remain, including disparities in ticket prices and venue capacities between the men’s and women’s Final Four championships.
Additionally, the gender pay gap among coaches and the bundling of women’s championships in media deals pose ongoing obstacles for WBB’s financial growth.
🆕 The evolving landscape
As Women’s March Madness continues to gain traction, the future looks promising with record-breaking conference tournaments and evolving relationships between college hoops and the WNBA in the NIL era.
Notable players like Paige Bueckers and Caitlin Clark are reshaping the landscape, attracting new fans and bolstering the WNBA’s profile for years to come.
