If a women’s basketball team advances to the Final Four, it can generate around $1.26 million for its conference through financial rewards over the next three years.
In Nashville, Tennessee, it was decided at the NCAA convention that women’s basketball teams will now receive compensation for participating in the NCAA Tournament each March, a practice that has long been in place for men’s teams.
The unanimous approval from the NCAA membership, which was met with applause, marked the final stage in establishing a payment system for women athletes participating in March Madness following the unanimous support from the Division I Board of Governors back in August.
NCAA President Charlie Baker joined others in giving credit for the creation of a performance fund to those who came before and helped build women’s basketball.
“We’re the lucky ones,” Baker said. “We got to be here on the day it became a reality.”
Now comes more work to continue investing in women’s basketball to grow the sport even more.
“That’s the part I hope, that someday down the road, we all will have someone say about us that they sit on the shoulders of the work that we did,” Baker said.
So-called performance units, which represent revenue, will be given to women’s teams playing in the tournament starting this year, the event’s 43rd edition. A women’s basketball team that reaches the Final Four could bring its conference roughly $1.26 million over the next three years in financial performance rewards.
In the first year, $15 million will be awarded to teams out of the fund, which is 26% of the women’s basketball media revenue deal. That will grow to $25 million, or 41% of the revenue, by 2028. The 26% is on par with what men’s basketball teams received the first year the performance units program was established.
The proposal was broken into two votes Wednesday, with the first on the payments starting with the next NCAA Tournament. That received one “no” vote, though the vote to establish the women’s fund itself was unanimous. The lack of a units system for the women’s tournament has long been a point of sharp criticism.
“It’s great women’s basketball is getting the long-deserved financial reward for NCAA postseason success,” Louisville coach Jeff Walz said.
The women’s March Madness plan is similar to the men’s basketball unit program. Each of 32 conferences that receive an automatic bid to the tournament will receive a unit, and additional units will be rewarded for teams that receive at-large bids to the 68-team field.
The longer a school’s tournament run lasts, the more units the school’s conference receives. Conferences decide the distribution of unit revenue to each of its members. Each unit was worth about $2 million for the 2024 men’s tournament.
Men’s basketball teams now receive 24% of the media rights deal, which is $8.8 billion over eight years, starting this year. Women’s basketball is valued at $65 million per tournament in the NCAA’s new media rights deal with ESPN — roughly 10 times more than in the contract that ends this year.
The women have a higher percentage of the media revenue deal to bolster the value of each performance unit.
The NCAA sharing March Madness revenue with its member schools has long been a feature of the men’s tournament. The 2018 tournament, for example, brought in $844.3 million in television and marketing rights, the vast majority from a contract with CBS and Turner Sports to televise the games.
Most of the money flows through the NCAA to conferences and then back to member schools, more than 300 of which field Division I basketball teams eligible to play in the tournament. The schools mostly reinvest in athletics, from scholarships for athletes in all sports to coaching salaries, training facilities, stadiums, ballparks and arenas.
Julie Roe Lach, commissioner of the Horizon League and a member of the Division I women’s basketball oversight committee, called the creation of the fund a “huge step” not just for women’s basketball but women’s sports in general toward the goal of gender equity.
With women’s college basketball “skyrocketing in popularity,” Lach said they can’t just celebrate this moment.
“Like the men’s basketball fund, the women’s basketball funds are unrestricted, meaning conferences and institutions can choose how we want to invest these extra dollars,” said Lach, who noted the Horizon League has policies ready to reward programs for strong schedules, performance and postseason success.
The women’s tournament is coming off its most successful year ever, which included a record audience of 18.7 million for the title game won by South Carolina over Iowa, the highest for a basketball broadcast of any kind in five years.
It outdrew the men’s championship game — UConn winning its second consecutive title with a victory over Purdue — by nearly 3 million viewers. The women’s tournament also had record attendance.
AP Basketball Writer Doug Feinberg in Miami contributed to this report.
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