March Madness: Empowering Women’s College Basketball

March Madness has arrived, bringing with it the thrilling atmosphere of college basketball. This year’s tournament feels especially significant as the women’s game gains delicious momentum thanks to last year’s breakout stars like Caitlin Clark and Angel Reese, alongside current top players such as Paige Bueckers and Juju Watkins.

Financial Parity for Women’s Teams

As we anticipate the results of our tournament brackets, an exciting development has emerged: women’s teams participating in this year’s March Madness will receive compensation for their tournament progress. Following a unanimous NCAA vote, women’s teams will finally receive compensation equal to that of men’s teams—something the men have enjoyed since 1991.

Understanding the Compensation Structure

It’s important to clarify that this payment is directed to the teams rather than individual players, who will earn “performance units” based on their performance in the tournament. Beginning in the 2025 season, a total of $15 million will be distributed among the women’s teams competing in March Madness, as reported by CBS News. This figure will rise to $20 million in 2026 and $25 million by the 2027-28 fiscal year.

“The units earned will be paid out to the schools starting in 2026 on a rolling three-year basis,” CBS confirms. “The longer a school progresses in the tournament, the more units its conference accumulates. For instance, making it to the Final Four could yield $1.26 million for the school’s conference over three years.” Colleges may utilize these funds for various expenses, including scholarships, coaching salaries, travel, and operational costs.

A Historic Moment for Women in Sports

Such financial equity represents a monumental step, considering the long-standing investment gaps between men’s and women’s sports. PS consulted current and former women’s college athletes to gather their thoughts on this groundbreaking decision and its implications for the future of women’s collegiate basketball.

Voices from the Court

“I don’t think the impact has fully sunk in yet,” reflects Clara Strack, center for the Kentucky Wildcats and SEC Defensive Player of the Year. “Winning is always our goal; that’s the competitive spirit we have. However, this new development is a transformative moment for college athletics.”

Shakira Austin, a player for the WNBA’s Washington Mystics, shares her enthusiasm for the change. “It’s about time this happened. It’s a bit absurd that it’s taken so long, but I’m delighted to see this advancement. While I didn’t benefit from this, I’m thrilled for the student-athletes who are.”

“We’ve always known as women, as female athletes, that we were valuable — that our sport was no different than our counterparts, and without society monetizing it, it did not hold the same value.”

Embracing Change and Growth

Courtney Johnson Clendinen, a former standout for the University of California in the early 2000s, echoes Austin’s sentiments. “It’s clearly about time,” she asserts, attributing this March Madness decision to the increased investment and visibility in women’s professional sports. The March Madness brand was not extended to the women’s tournament until 2022, which also saw the expansion of the women’s field to 68 teams—a structure men’s tournaments have enjoyed since 2011.

Last year’s women’s championship game drew an astounding 18.9 million viewers, surpassing the men’s for the first time, showcasing the growing popularity and visibility of women’s college basketball. The upcoming March Madness 2025 will mark the first instance where every women’s game will be broadcast on television, supported by a complete media rights contract.

“Whenever our society monetizes something, it elevates its perceived value,” Clendinen explains. “As women and female athletes, we have always known our worth. For my sons to see female athletes featured in commercials and marketed equally to their male counterparts is groundbreaking. Now, athletes wield power, shifting dynamics in the sports realm.”

The Future of Women’s Basketball

The decision regarding March Madness signifies a transformative shift in how the market perceives women’s basketball. Brands are recognizing its potential at a time when athletes are securing direct financial opportunities through name, image, and likeness (NIL) deals and brand partnerships.

For instance, Strack has partnered with Intuit Turbo Tax to provide vital tax education to NIL-earning athletes, while Austin has aligned with Tylenol to support female athletes recovering from injuries, including WNBA players.

As these women continue to make names for themselves, the demand for equivalent coverage, resources, and opportunities is poised to grow. Legendary coach Dawn Staley noted, “… There is a return on your investment when you cultivate our game.”

As the women’s basketball community continues to flourish, its marketability will become increasingly undeniable. “We have consistently delivered better numbers compared to the men’s side, which is why it’s wonderful that brands are finally taking notice. The rise of NIL opportunities is reshaping the landscape for the next generation,” Austin says.

A Call to Action

In summary, women’s basketball is on an empowering trajectory towards greater recognition and financial backing. The hope is that brands will increasingly seek to partner with these extraordinary athletes, and that the NCAA and broadcasting networks will recognize and showcase their true value.

“I believe we should maintain the momentum we currently have. Keep watching and discussing women’s basketball,” Strack urges. “The more people talk about it, the more attention and growth it will attract.”