The Rising Financial Power of Women’s March Madness

As millions of fans prepare their brackets, the 2025 Women’s March Madness is set to become not just another women’s basketball tournament, but an economic triumph that reflects years of substantial growth. The surge in women’s sports has transcended mere progress, transforming into a commercial force that has corporate America readily investing. With ESPN announcing a complete sellout of advertising inventory for the championship game months in advance, record viewership figures achieved during the regular season, and ad rates soaring by 175%, the 2025 tournament symbolizes a significant economic shift in women’s sports. Selection Sunday and March Madness will be clear indicators that women’s sports have not only arrived but have cemented their status as an integral and valuable aspect of the broader sports landscape.

Total Advertising Investment

Behind the scenes, the financial growth story is remarkable. In 2024, total ad expenditure in women’s sports reached $244.4 million, marking a staggering 139% increase from the previous year. This surge has elevated the advertising value of Women’s March Madness to levels comparable with NFL Divisional playoffs and the NBA Finals, with premium placement rates skyrocketing by 250%. Jim Minnich, Senior Vice President of Revenue and Yield Management at Disney Advertising, remarked, “The NCAA DI Women’s Basketball Tournament proves that women’s sports aren’t just experiencing a moment—they’re cultivating a legacy. Selling out the Championship Game well before the event is a testament to the strong demand for brands to engage at every level.” Notably, automotive brands contributed $27.2 million, pharmaceutical companies invested $26.2 million, and telecommunications entities allocated $25.6 million towards advertising in 2024, signaling a historic turn in women’s sports marketing.

This moment is particularly noteworthy from a research standpoint due to the emerging economic multiplier effect. Deloitte’s recent findings highlight a remarkable 300% increase in global revenues from women’s sports between 2021 and 2024, establishing a beneficial cycle of investment and return. The data also reveals that we are not just witnessing a rise in viewership but rather the crafting of a new economic ecosystem characterized by unique engagement patterns. According to Deloitte, 99% of brand decision-makers have ramped up their investments in women’s sports over the last five years, recognizing that women fans exhibit distinct engagement behaviors, being more likely to purchase merchandise and actively share their excitement on social media. This creates shareable moments that benefit brands beyond traditional metrics. For companies investing in the tournament, they’re not simply buying ad space; they’re positioning themselves at the forefront of a transformative shift in the valuation, consumption, and monetization of sports media.

Growth in Regular Season Viewership

The 2024-25 regular season viewership metrics further underscore this growth. Women’s college basketball recorded its most-watched regular season on ESPN platforms since 2008-09, with an average viewership of 280,000 across 87 games—a 3% increase from last year’s historic figures and a remarkable 41% rise since the 2022-23 season. Even more impressive is the consumption of 2.9 billion total minutes of live women’s college basketball on ESPN platforms, setting a new record indicative of heightened fan engagement.

The doubleheader on February 16 featuring UConn versus South Carolina (1.8 million viewers) and LSU versus Texas (1.7 million viewers) became the two highest-viewed women’s college basketball regular-season games on ESPN platforms since 2010. ABC recorded an extraordinary 120% year-over-year growth in viewership, averaging 1.3 million viewers across just three games, while ESPN experienced a 13% increase, averaging 511,000 viewers. Notably, viewership among the coveted 18-34 demographic increased by 27% year-over-year, indicating strong future growth potential for advertisers.

Economic Impact of Sponsorships

Recent studies indicate that sponsors are increasingly likely to renew their sponsorships of women’s events with the same consistency as men’s events, challenging long-held beliefs about sponsorship retention and return on investment in women’s sports. This suggests that the resources allocated to women’s sports properties yield comparable or even better returns. Notably, in 2020, only 1.75% of global sports sponsorship funds were directed towards women’s sports, and the current retention rates reflect a significant shift.

Excitingly, despite initially lower investment amounts, sponsors are finding that women’s sports properties often provide competitive or superior returns, which justifies their equal likelihood to continue these partnerships. With ESPN platforms hosting 15 games surpassing 500,000 viewers during the 2024-25 regular season—the most ever in a single season—brands are growing aware of the increasing value proposition within women’s sports. As more companies evaluate their advertising effectiveness against these rapidly expanding audience metrics, the potential for enhanced sponsorship investments in women’s sports looks more robust than ever.

Upcoming March Madness Tournament

As excitement builds in anticipation of the tournament, six teams stand out as strong contenders for the 2025 championship title in Tampa. South Carolina (30-3) emerges as a favorite, aiming for their fifth consecutive Final Four appearance, despite sharing the SEC regular-season title with Texas and facing an unusual 29-point home loss to UConn in February. The Gamecocks, led by tournament MVP Chloe Kitts, along with senior Sania Feagin and exceptional freshman Joyce Edwards, collectively contribute over 31 points and 17 rebounds per game. On the other hand, UCLA (30-2) aspires for its first NCAA Final Four, driven by standout 6-foot-7 player Lauren Betts (19.6 PPG, 9.7 RPG) and a seasoned trio of guards, including Kiki Rice.

The star-studded lineup promises to generate significant viewership and sponsorship value as numerous players are on the cusp of becoming household names. UConn’s Paige Bueckers (19.0 PPG) is eager to secure an NCAA title to complement her impressive collegiate career, while USC’s JuJu Watkins (24.9 PPG) remains a frontrunner for national player of the year. Notre Dame’s Hannah Hidalgo (24.2 PPG) leads a dynamic backcourt, potentially restoring the Irish to championship form despite recent setbacks. With Texas showcasing a robust defense (55.9 PPG allowed) and UConn featuring talent throughout their roster, this tournament promises exciting matchups and elite player skill that sponsors and audiences desire, further propelling the financial evolution of women’s sports.

Selection Sunday is set for tonight, March 16, at 8 p.m. ET, with the First Four games on March 19-20 and the first round taking place on March 21-22. Fans can find the complete bracket along with game dates and times on the NCAA’s official website.