How does women’s college basketball capitalize on this moment?
It was the question most frequently asked and answered at the Final Four last weekend in Cleveland, as the sport continued to break both attendance and viewership records. The growth in women’s basketball has been dramatic and quick; the 18.9 million people who tuned in for the South Carolina-Iowa national championship game was an 89 percent increase from the 2023 title game and an astounding 285 percent increase from 2022.
The women’s tournament was, by all measures, a triumph. But the teams whose success drove it did not receive money for their part of it. And so, as the sport turns its page to next season, focus has centered on the simplest and most straightforward piece of progress: units.
Each men’s team that participates in March Madness earns a sliver of NCAA Tournament revenue called a “unit” for making the field and then one unit for each subsequent win. First Four victories count, too. Each NCAA Tournament unit is worth just over $2 million and is paid out over the course of six years.
Women’s teams receive nothing for making or advancing in their NCAA Tournament. The disparity is tied to the men’s nearly billion-dollar media rights deal with CBS/Turner, as well as the history of the…
