A Financial Slam Dunk: 2024 NCAA Women’s Basketball Tournament Smashes Viewership Records

The 2024 NCAA Division One Women’s Basketball Tournament attracted 18.7 million viewers across ESPN and ABC. The championship finale between South Carolina and Iowa saw an 89% increase in viewership from the previous year and a 285% increase from 2022, peaking at 24 million viewers.

The escalating viewership throughout the tournament indicates that women’s basketball is becoming a lucrative business for broadcasters, advertisers, and investors.

This surge in viewership is more than a trend; it’s a windfall for broadcasters, advertisers, and investors who are now seeing tangible returns on their commitments. Athletes like Caitlin Clark and the South Carolina Gamecocks have contributed to this growth by driving merchandise sales and creating new marketing opportunities.

Media giants like Disney have been quick to capitalise, aligning their strategies to amplify and leverage the tournament’s success. Advertisers have also taken note, with household names like Adidas and Honda forging partnerships, attracted by the burgeoning audiences and the brand loyalty they offer.

This record-breaking viewership has financial implications, including escalating media rights valuations, increased advertising revenues, and more investments in women’s basketball.

Stay connected with the Ministry of Sport for continued coverage on this story and join our community to stay informed on the latest trends and strategies that shape the sports business landscape.

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