Attend, or even just watch, a women’s sports game these days and you’ll see the phrase splashed across the front of fans’ black T-shirts: “Everyone watches women’s sports.”
At last year’s N.C.A.A. women’s basketball tournament, that idea seemed truer than ever. For the first time since the inception of the N.C.A.A. women’s championship in 1982, the women’s final drew more viewers than the men’s — 18.9 million compared with 14.8.
For the women, it was a dramatic jump from the year before, when the final drew almost 10 million viewers. For the men, it continued a downward trend: Viewership was roughly half what it was in 2015, according to Nielsen.
The 2023 and 2024 finals featured Caitlin Clark, whose four years with the Iowa Hawkeyes helped push the sport to new highs. But Clark did not do it alone: Women’s basketball had been growing before her arrival.
A parade of superstars
Men’s basketball had a head start.
The N.C.A.A. was created in 1906, but it did not have leagues for all women’s sports until after the 1972 passage of Title IX, a law that requires equal treatment for all students in school sports. Over those first seven decades, the men received more investment and also more airtime, which gave them greater visibility.