The N.C.A.A. Undervalued Women’s Basketball. Marketers Didn’t.

March 28, 2022

In the wake of the outrage sparked by Prince’s video, the 2021 women’s championship game, a thrilling win by Stanford over Arizona, outdrew the average N.B.A. playoff game last season. This year, TV ratings rose drastically for women’s games. And the N.C.A.A. women’s tournament has continued the upward trend in popularity. The N.C.A.A. has an opportunity to produce a cash cow that powers the women’s game forward when it renegotiates its next basketball broadcast contract in 2024. Will it? NYT