Key Takeaways:
- Women’s college basketball viewership hits record highs.
- Female athletes land more sponsorships but get less engagement than males.
- Sponsorship earnings show a big gap between genders.
- Top brands are partnering differently with male and female athletes.
- Universities like UConn and LSU lead in sponsorship deals.
- Emerging talent shows promise for future growth.
The world of college basketball is changing fast. A new report from Out2Win reveals some exciting shifts in how sponsorships and viewers are engaging with both men’s and women’s games. Let’s break down what’s happening and what it means.
Women’s Basketball Viewership Soars
Women’s college basketball is winning big in viewership. The 2024 Women’s National Championship game was the most-watched sporting event since 2019, beating out other major events except football and the Olympics. While men’s games also grew, with a 4% increase in championship viewers, women’s games saw what Out2Win calls “meteoric growth.” This upward trend is clear and shows women’s basketball is gaining more attention than ever.
Sponsorships Surge for Women, But Engagement Lags
During March Madness 2024, brands jumped into sponsoring college athletes. Out of 784 social media sponsorships, 63% went to female athletes. However, engagement told a different story. Male athletes drew over 3.2 million interactions, while females saw 1.2 million. This gap shows that while women are getting more deals, their content isn’t engaging as much as men’s—yet.
Looking at the whole season, things evened out a bit. Females edged males slightly in total engagement, with 2.4 million to 1.8 million. This shows that over time, female athletes are holding their own, even if March Madness itself still favors male engagement.
Money Matters: Earnings Disparity Remains
When it comes to pay, there’s still a big gap. Male athletes saw a median deal size of $576, a big jump from last season, while females earned $250. Total earnings also showed a huge difference: males made $10,572 on average, compared to $1,870 for females. Most deals were small, with about half under $1,000. Only 14% of deals topped $10,000. This shows that while sponsorship opportunities are growing for women, the pay still lags far behind.
Top Universities Lead the Way
Certain colleges are shining in landing sponsorships. For women’s basketball, UConn leads with 44 deals, followed by Texas, LSU, USC, and Iowa. On the men’s side, Ohio State tops the list with 30 deals, followed by Florida Gulf Coast, North Carolina, Indiana, and LSU. These schools are clearly doing something right in promoting their athletes to brands.
Brands Partner Differently with Men and Women
Brands are choosing partners based on gender. Men’s basketball saw deals with American Eagle, G2A.COM, and Uber. Women’s athletes worked more with Uber, Savage x Fenty, and JLab Audio. This shows brands are targeting different audiences through each gender, which is smart marketing.
Emerging Talent to Watch
The report also spotted future stars. For men, Trace Young from LSU and Daniel Freitag from Wisconsin are ones to watch. On the women’s side, Georgia Amoore from Kentucky and Aneesah Morrow from LSU are standing out. These athletes have strong followings and engagement, making them great picks for future sponsorships.
What This Means for the Future
The report paints a picture of progress and possibility. Women’s basketball is clearly on the rise, with more viewers and sponsors taking notice. However, there’s still a long way to go in closing the gap in pay and engagement. As media coverage grows and fans take more notice, the future looks bright for women’s sports.
In short, college basketball is evolving, with women making big strides but still facing challenges. The next few years will be exciting as we see how these trends develop and what opportunities emerge for athletes, brands, and fans alike. One thing is clear: women’s basketball is here to stay and grow.
