NCAA Women’s Basketball: What’s driving growth in the women’s game?

Using Their Platforms

Whether it be racial justice or inequalities in male and female athletics, many collegiate women’s players haven’t shied away from these subjects. As recently as the past tournament, several used their platforms to highlight the disparity in training equipment for men’s and women’s teams. Even though this was a “negative” story, it generated substantial media coverage and drew eyes to the women’s game.

Maybe this level of outspokenness isn’t for everyone, but it seems to be exactly what supporters of the sport want. Research suggests WNBA fans are significantly more likely to have an interest in politics and women’s rights, and this likely carry over to the college game as well.

Whether it be sports or any other business, a brand’s social impact is becoming increasingly important to consumers as a whole — not just women’s basketball fans. The sport — at least its athletes — seem to be ahead of the game in this regard.

As the above charts reflect, 66% of consumers are willing to spend more on brands or products “committed to positive social and environmental impact”, an 11% increase vs. 2015. And when a brand or product does not adequately reflect their values, consumers are increasingly willing to “speak with their money”, discontinuing their use of a product or service as a result.

Next, there are two more under-the-radar factors could aid the growth of women’s basketball as well: the scheduling of the women’s NCAA tournament and the ongoing legalization of sports gambling.