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SPKANE, Wash. — No one here escapes the symbolism. March Madness logos appeared everywhere in this small city last week on posters, stickers, towels, electronic billboards and hotel lobbies. The other three cities that have hosted the last 16 teams in the NCAA women’s basketball tournament were insane.
There was no such branding at last year’s tournament. Held entirely in sparkling venues in the San Antonio area, with some games in San Marcos and Austin, the 2021 tournament looked like the NCAA’s evil stepchild. While the men’s tournament was reveling in the coveted TV spots and attracting a lot of attention, Sedona Prince shared women’s junk accommodation On TikTok and Twitter accounts. The women play with all the skill and intrigue seen in the men’s game, but the NCAA has given Prince and other rivals nothing of the show.
Count this women’s tournament over. In basketball terms, it’s a makeover call.
The action in Spokane showcased the greatness showcased in the first NCAA women’s tournament featuring 68 teams as men’s and Use the March Madness brand. It was the unmistakable perfection typical of reigning champions Stanford, who beat Maryland 72-66 on Friday with the intensity and the do-it-all skills of an all-American forward Haley Jones. There was also the courage embodied by Ohio State that could have brought a last-minute comeback win against Texas on Friday had it not been for the Longhorns’ defense and the spark from top-notch quarterback Rori Harmon.
Aside from the signs, this year women need to take everything that men do for sweat, courage and skill. It meant better food and loot bags for women. “We found something new that I don’t think any of us have seen before: a hooded pillow!” Maryland quarterback Katie Benzan said last week.
All is well and good. It is also a low hanging fruit. Calling for gender equality in education programs funded by the federal government, landmark IX. Fifty years after the title’s passage, the NCAA was led to these simple changes after an internally commissioned review organization swelled the old-school, for-man. -centered approach.
Study, known as the tiger reportfound that all of the NCAA’s efforts to generate support and profit from the Division I men’s tournament limited the growth and value of the women’s tournament. His lack of support for women meant the NCAA lost millions of dollars in TV revenue – while also angering and alienating fans.
The real test has yet to come. Simple changes can only go so far. after that Prince’s video sparked outrage, Stanford’s exciting 2021 women’s title game over Arizona surpassed the average NBA playoff game last season. This year, TV ratings for women’s plays have increased significantly. And the NCAA women’s tournament continued its upward trend in popularity. As the NCAA renegotiates its next basketball broadcast contract in 2024, it has the opportunity to generate a cash cow that moves the women’s game forward. Will it happen?
We are on the edge of a cliff. The “jump out the door” moment. Women’s college basketball looks poised to rise like never before.
Take a step back from the big tournament. Guess who is taking the biggest advantage of the skyrocketing social media popularity and the new college fitness rules regarding endorsements?
“If you take the football players out of the equation and look at how student-athletes are making money from sponsors in this new world, female athletes are crushing men,” said Blake Lawrence, CEO of Opendorse, a tech company. dozens of universities to help athletes navigate marketing opportunities.
As a whole, women’s basketball players earn the second most endorsements of any college athlete, according to Opendorse. They’re – ahem, drums please – followed by male basketball players.
And after them, the money list is full of competitors from two more women’s sports: swimming and diving and volleyball.
The biggest names in the NCAA women’s tournament are reaping huge benefits. paige buckersIn Gatorade commercials, he is a second-rate guard in Connecticut. Lawrence is sure to earn more than $1 million from his endorsements. A teammate, freshman Azzi Fudd, recently signed on with Steph Curry’s management team.
After playing two players in UConn’s 75-58 win over Indiana on Saturday, they’ve appeared on three-pointers and on social media, which is why trademarks consider them valuable.
“When I was hired, I never would have thought any of this was going to happen,” said Jones of Stanford. By flagging corporate sponsors, including Beats by Dre, NBA 2K, Coin Cloud, and Black-owned curly hair care brand Uncle Funky’s Daughter, last season heralded the transition to a world few could have imagined. Jones noted that he is now represented by PRP, a talent agency in Las Vegas whose clients include Shaquille O’Neal and Jayson Tatum.
Welcome to the revolution.
“Flying first class and staying in top hotels is pretty amazing,” said Jones, referring to his trips for corporate video shoots. “I am used to the flight bus and staying at the cheapest hotel possible.”
If you think players taking advantage of such benefits will represent more of the same shabby treatment and inequality, think again. The new era of empowered female rivals led by basketball players will continue to demand better loot, tastier food, and change far beyond the easy hosanna of all these signs proclaiming March Madness.
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