Women’s College Basketball: Thriving Beyond Caitlin Clark, TV Networks Invest Big
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The roar of the crowd, the squeak of sneakers, and the swish of the net – women’s college basketball is back, and it’s bigger than ever. Despite initial doubts from some television executives, the sport is experiencing an undeniable surge in popularity, proving that its appeal extends far beyond any single player. The 2024-2025 season has seen increased investment from major networks, soaring viewership numbers, and a new generation of stars ready to captivate the nation.
This year’s NCAA tournament promises to be just as captivating, showcasing the depth and breadth of talent across the nation.
TV Execs Had Doubts, But Networks Are Investing
While some television executives initially expressed reservations about replicating last year’s record-breaking 19 million viewers for the championship game between Clark’s Iowa Hawkeyes and Kamilla Cardoso’s South Carolina Gamecocks, the regular season has painted a different picture. It was crucial to examine how the sport has performed on major television networks following the departures of Clark, Reese, and many other college players who transitioned to the pros.
For years, women’s basketball faced a classic “chicken or egg” dilemma. Major networks like Fox, ABC, and CBS cited a perceived lack of a large enough fan base as a reason for limited coverage. Fans, in turn, argued that the fan base couldn’t grow without increased television exposure. this created a cycle where networks generally declined to showcase women’s college basketball on their most accessible channels.
The undeniable success of last season has prompted a shift. Fox, CBS, and the Disney-owned networks (ABC and ESPN) have all substantially increased their coverage of women’s college basketball during the 2024-25 season. Fox, for example, broadcast 18 games, including five in coveted Saturday night prime-time slots.
“There are great stars, great brands. We’ve done more than we have done before, and we’re not alone in doing that,” said Fox Sports’ president of insights and analytics, Mike Mulvihill.
CBS,for the second consecutive year,broadcast the Big Ten Tournament final,featuring a highly anticipated matchup between Los Angeles rivals UCLA and USC,both boasting their own superstar talents. The Clark-vs.-Reese rivalry, it turns out, was just the begining.
Fox, CBS and the Disney family of networks (ABC and ESPN) all broadcast more this women’s college basketball season.
Ratings and Revenue: The Numbers Don’t Lie
The Big Ten championship game drew 1.44 million viewers, while a UConn vs.USC game averaged 2.2 million viewers on a Fox Saturday night prime-time broadcast. While these numbers may represent a slight dip compared to Clark’s games on the same networks the previous year,they still demonstrate that millions of viewers are tuning in to watch other stars.
ABC and ESPN have also experienced notable growth. Their regular-season ratings were up 3% compared to last year and a remarkable 41% compared to the 202
Women’s College Basketball’s Unstoppable Ascent: Expert Insights on Thriving Post-Caitlin Clark
“The narrative that women’s college basketball’s fate hinged solely on Caitlin Clark was, in retrospect, a vast oversimplification,” says Dr.Anya Sharma, a leading sports sociologist and author of “Beyond the Baseline: The Cultural Impact of Women’s Athletics.” “The sport’s foundation for sustained growth was already undeniably robust.”
Dr. Sharma emphasizes that the sport’s success is now driven by a flourishing of diverse talent, tactical innovation, and a deeper level of engagement that extends far beyond just one player. This reflects a basic shift in how we appreciate and consume sports.
“The undeniable success of the 2024 season served as the pivotal tipping point,” Dr. Sharma explains. “For years, major networks were hesitant, citing a lack of a large enough fanbase as a reason for limited coverage. The remarkable viewership numbers, ticket sales, and the overall buzz surrounding the 2024 NCAA Women’s Tournament shattered those reservations.”
Networks like Fox,CBS,ESPN,and ABC learned to catch up and significantly increased their coverage during the 2024-2025 season. This was a classic “chicken or egg” scenario finally resolved, spurred partly by the clark-Reese rivalry that captivated fans.
Beyond viewership, several key metrics demonstrate the ongoing growth of the sport:
Increased Sponsorships: brands are recognizing the value of associating with accomplished athletes and teams. Higher revenue can fund better training facilities and enhanced player development. Such as, State Farm’s increased investment in women’s basketball is a testament to the sport’s growing marketability.
Expanding Media Coverage: Increased airtime on broadcast television and online streaming platforms indicates growing fan interest and network investment. ESPN’s “Around the Rim” podcast, dedicated to women’s basketball, is a prime example of this expanded coverage.
Elevated Social Media Engagement: Increased followers on social media platforms demonstrate the fans’ passion for the sport and its stars.players like JuJu Watkins of USC have amassed significant followings,amplifying the sport’s reach.
Growing Merchandise Sales: Seeing players’ jerseys,team apparel,and other merchandise flying off shelves shows how far the sport has grown. Nike’s increased production of women’s basketball apparel reflects this demand.
Ticket Sales: Attendance at games remains high, showing a continued commitment to the sport. The University of South Carolina, for instance, consistently sells out its women’s basketball games.
This new generation is incredibly diverse in terms of playing style, background, and even their approach to the game’s visibility and the way they manage their brand. While Clark was a phenomenal talent, she certainly was not the only one. We’re seeing a wider spread of athleticism, strategic depth, and a growing emphasis on team play and the power of a team’s chemistry. These factors are creating a sustainable interest in the sport. We’re finally moving beyond identifying the “next Clark” and appreciating a new level of overall talent.Now more than ever, we have stars like Kamilla Cardoso, JuJu Watkins, and many more.
Challenges and the Future of Women’s College Basketball
Despite the positive trajectory,challenges remain. dr.Sharma highlights several key areas for improvement:
Balancing Commercialization and Athlete Welfare: the pressure to generate revenue can sometimes conflict with the well-being and long-term health of the athletes. The NCAA needs to ensure that athletes are not exploited for profit.
Equitable Resources and Support: The push for more broadcast coverage is a major concern. But its crucial to provide the resources for the athletes and their respective teams. Equal facilities, coaching staff, and travel budgets are essential.
Sustaining momentum: The sports community must continue to advocate for women’s college basketball to avoid getting lost in the shuffle the way it had been in past years. The sports world’s commitment needs to remain strong.Looking ahead, Dr. Sharma anticipates several key trends shaping the future of women’s college basketball:
Globalization of Talent: We’re seeing more international athletes entering the NCAA,bringing diverse playing styles and further enriching the game. Players from countries like Canada, Australia, and Nigeria are making significant contributions.
evolution of the Game: A more strategic approach to offense, a greater emphasis on player development, and strategic game planning. Coaches are increasingly focusing on analytics and player-specific training programs.
* Expansion of NIL (Name, Image, Likeness) Deals: Allowing athletes to build their brand, grow their individual revenue, and create a sustainable career early on. This empowers athletes and allows them to profit from their hard work.”The most vital thing is to continue engaging,” Dr. Sharma advises.”Watch the games,attend in person when you can,follow the players and teams on social media. Support the sponsors who elevate the sport, and most importantly, share your passion.”
the more we celebrate these athletes and teams, the more the sport will thrive and continue to offer us exciting seasons. Stay engaged, be passionate, and help this sport grow the way it should.
The success of women’s college basketball is not just a trend; it is indeed a testament to the game’s enduring power and our collective commitment to celebrate talent at its highest levels.
beyond Caitlin Clark: Women’s Collage Basketball Soars, Redefining the game and Its Future
World Today News Senior Editor: Welcome, Dr. Anya Sharma, author of “beyond the Baseline: The Cultural Impact of Women’s Athletics.” It’s a pleasure to have you here. Dr. Sharma, despite a perception that women’s college basketball might falter after Caitlin Clark’s departure, the sport is actually thriving.What factors are driving this remarkable sustained success?
Dr. Anya Sharma: Thanks for having me! It’s truly exhilarating to witness the ongoing evolution and growth of women’s college basketball.The narrative that the sport’s fate hinged solely on one player, like Caitlin Clark, was an oversimplification of the game. The sport’s success is fueled by a vibrant ecosystem of diverse talent,tactical innovation,and a deeper,more engaged fan base. the game’s foundation for sustained growth was already undeniably robust. This reflects a basic shift in how we appreciate and consume sports. This new generation is incredibly diverse in terms of playing style, background, and even thier approach to the game’s visibility and the way they manage their brand.While Clark was a phenomenal talent, she certainly was not the only one.we’re seeing a wider spread of athleticism, strategic depth, and a growing emphasis on team play and the power of a team’s chemistry. These factors are creating a enduring interest in the sport.
World Today News Senior Editor: The article highlights increased investment by major networks. can you discuss the chicken-or-egg scenario that previously held the sport back and how this shift is impacting coverage and, in turn, audience growth?
dr. Anya Sharma: Absolutely. For years, major networks were hesitant to invest heavily, citing a perceived lack of a sufficiently large fan base. This led to a classic “chicken or egg” dilemma. Networks generally declined to showcase women’s college basketball on their most accessible channels. Fans, in turn, argued that the fan base couldn’t grow without increased television exposure. The remarkable viewership numbers, ticket sales, and overall buzz surrounding the 2024 NCAA Women’s Tournament shattered those reservations. Networks like Fox, CBS, ESPN, and ABC substantially increased their coverage during the 2024-2025 season, dedicating more airtime to regular season games. this increased exposure allows a broader audience to discover and connect with the stars and storylines driving the sport’s growth. The result is a virtuous cycle of increased viewership, which encourages further investment and coverage, fueling the popularity of women’s college basketball.
World Today News Senior Editor: Beyond viewership, what other key metrics signal the sustained health and growth of women’s college basketball?
Dr.Anya Sharma: Several key metrics, beyond the broadcast numbers, are crucial indicators of growth. They include the following:
Increased Sponsorships: Brands are recognizing the value of associating with accomplished athletes and teams, leading to higher revenue streams that can fund better training facilities and enhanced player progress.
Expanding Media coverage: Increased airtime on broadcast television and online streaming platforms is a key indicator.
Elevated Social Media Engagement: players, like JuJu Watkins of USC, have amassed significant followings, amplifying the sport’s reach.
Growing Merchandise Sales: Seeing players’ jerseys, team apparel, and other merchandise flying off shelves shows how far the sport has grown.
Ticket Sales: Attendance at games remains high, showing a continued commitment to the sport.
These metrics collectively paint a picture of a sport experiencing significant growth.
World Today News Senior Editor: The article mentions new stars emerging, from Kamilla Cardoso to JuJu Watkins. How is the diversity of talent contributing to the sport’s appeal and sustainable interest? what are some examples of strategic innovations we can expect to see?
Dr. Anya Sharma: The current generation of women’s basketball players is incredibly diverse, showcasing versatility, innovation, and a deep strategic understanding of the game. The emphasis on team play and overall chemistry of teams, rather than relying on a singular star, is key! We’re seeing different playing styles that reflect the globalization of talent, as more international players are entering the NCAA with diverse skill sets and strategic approaches to the game, enriching the sport. The growth of strategic approaches to offence and defense, including analytics-driven play calling and player-specific training programs are key innovations. Coaches are leaning heavily on data to enhance their game planning and player development strategies. The sport is evolving, and as it evolves the level of interest, investment, and general engagement from consumers will follow.
World Today News Senior Editor: Looking ahead, what do you see as the biggest challenges and opportunities for women’s college basketball to sustain this momentum and continue to thrive?
dr. Anya Sharma: Despite the positive trajectory, challenges remain.
Balancing Commercialization and Athlete Welfare: ensuring financial viability and player well-being is critical.
Equitable Resources and support: the push for more broadcast coverage is a major concern. But its crucial to provide the resources for the athletes and their respective teams. Equal facilities,coaching staff,and travel budgets are essential.
sustaining momentum: The sports community must continue to advocate for women’s college basketball to avoid getting lost in the shuffle.
World Today News Senior Editor: What advice would you give to fans and the sports community to ensure the continued growth and visibility of the sport?
Dr. Anya Sharma: The most vital thing is to continue engaging. Here’s how:
Watch the Games! Tune in to coverage on major networks and streaming platforms.
attend in Person When You Can: Experience the excitement and atmosphere of live games.
Follow the Players and Teams on Social Media: Stay connected and engaged with the athletes and teams.
Support the Sponsors: Patronize brands that elevate and invest in women’s college basketball.
* Share Your Passion: Talk about the sport, write about it, and engage in online discussions.
The more we celebrate these athletes and teams, the more the sport will thrive and continue to offer us exciting seasons.
World Today News Senior Editor: Dr. Sharma, thank you so much for your insightful analysis.
Dr. Anya Sharma: The pleasure was all mine.
