It’s not surprising to see the NCAA earns significantly more in TV revenue from it’s men’s basketball tournament than it’s women’s. But according to a report by Sportico, the gap would be lessened if the NCAA sold it’s women’s basketball tournament properly.
Recently publicized data from the NCAA showed a $917.8 million profit for it’s men’s basketball championship and a $2.8 million loss for the women’s event in 2019. And although the men’s tournament generates much stronger viewership, part of why it’s so financially successful is the NCAA’s decision to sell it as a singular TV package while the women’s basketball championship receives a small portion of a larger media contract.
Sold on its own, Turner and CBS pay around $771 million annually for the NCAA men’s basketball tournament. The women’s event is part of a 14-year $500 million deal with ESPN featuring more than 20 NCAA championships from various sports.
Sportico reports the women’s tournament receives just 15.9% of the NCAA ESPN contract, despite being one of the most-watched events in the deal. So when the women’s tournament is listed as operating at a loss, it’s calculated based on an allocated number, not their individually earned revenue. If sold as a separate package, its value could as much as triple the 15.9% they currently receive from the larger deal.
Included in the package is NIT basketball which averaged 1 million viewers for its championship game between 2015-2019, while the women’s title averaged an audience of 3.1 million. Of the $500 million TV deal, the women’s basketball tournament earned $6.1 million, about 50% more than the NIT despite tripling its viewership.
The NCAA has already taken a lot of flak for varying levels of treatment for its men’s and women’s basketball players this year – and rightfully so with shocking disparities in the bubble accommodations for each tournament.
This isn’t a discussion of equal pay for male and female athletes because as you may have heard, student athletes don’t receive financial compensation. But it’s a question of whether or not the NCAA maximizes its business potential for women’s basketball.