women’s final won in audience, but men’s tournament received more revenue – Publinews – 2024-04-12 07:34:43

For the first time in history, college women’s basketball was more popular than its male counterpart in “March Madness”: South Carolina’s victory over Iowa in the final attracted an audience of 18.7 million people (the most watched sporting event since 2019 other than American football and the Olympic Games) and it far surpassed the men’s decider where 14.8 million viewers watched UConn’s victory over Purdue.

In part the popularity of women’s college basketball It is explained by the presence of Caitlin ClarkIowa’s record-breaking woman, but also because the level of play has grown substantially in recent years.

Large economic differences in favor of men

However, in terms of profit sharing, the difference is disproportionately in favor of men’s college basketball.

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This year, the men’s National Tournament generated profits of 873 million dollars thanks to television rights (the tournament was broadcast on TBS, TNT and CBS), while the women’s “March Madness” barely generated any revenue 6.5 million dollars (ESPN exclusive broadcast).

According to an article in the Wall Street Journal, one of the reasons for the differences is that the rights to the men’s tournament are negotiated individually, while the women’s championship is part of a package which also includes dozens of other sports, such as volleyball and lacrosse.

In any case, that scenario will change, since the NCAA signed a new eight-year contract with ESPN that will report 65 million dollars per season for women’s basketball.

What do universities do with commercial profits?

Contract revenue generated by sports, especially American football and basketball, has become a great source of income for universities, who often reinvest those profits in top-level sports complexes and large salaries for coaches.

The goal is to be competitive and be among the best teams so that income continues to increase.

Yes indeed, The players do not receive any income, since they are formally amateurs, although they train and dedicate themselves as professionals. Universities hide behind the fact that “retribution” is the scholarships that allow them to have a first-class education.

The panorama has changed since recent seasons, especially since a Supreme Court decision in 2021 allowed student-athletes to receive profits from contracts with commercial brands, something that was also prohibited.