The new normal in women's sports

We’re three weeks removed from the Final Four, and I still think it was a bigger deal than most people realize. I explain why below.

Plus: the latest from JWS, and what I’m tracking as we head into the heart of the women’s sports calendar.

1. One big thing: The new normal in women’s basketball

This year’s women’s college basketball championship game between UCLA and South Carolina drew 9.9 million, the third-most since 1989. The WNBA draft, one week later, drew 1.5 million viewers, the second-most ever.

Given how many records have been broken over the past few years in women’s sports, it’s tempting to treat any event that doesn’t break a record as being a step backward. But I actually think this year’s Final Four and WNBA Draft were both watershed moments, because they represent what I call the new normal in women’s sports.

Two years ago, we were all talking about Caitlin Clark’s transcendent star power. She brought casual fans to the game. But now, it’s the event itself that’s drawing a crowd and turning these players into celebrities.

UConn and Azzi Fudd were supposed to be this year’s mainstream draw. They lost in the Final Four, and yet nearly 10 million people still tuned in to watch UCLA beat South Carolina. Afterwards, the Bruins did a massive media sprint, and then had five players get picked in the first round of the WNBA Draft.

Most of these players were not household names before March. Now, they’re signing deals, making viral content, and generating countless storylines for the upcoming WNBA season.

What I’m about to say is overly simplified, and yet I think it contains a kernel of truth.

Before, events like the Final Four and the WNBA Draft relied on household names (like Caitlin Clark, Paige Bueckers) to drive mainstream viewership and interest.

Now, these events are big enough to be their own engines of celebrity. Fans are tuning in to watch the Final Four because it’s the Final Four, a stage where on-court talent makes a player a household name.

In one sense, we’ve gone from “18.6 million people tuned in to watch Caitlin Clark” to “10 million people tuned in to watch the women’s Final Four.”

Believe it or not, that’s progress. The ceiling might not have been shattered this year, but the baseline was raised dramatically.

2. ICYMI: Our SBJ Profile

Rachel Axon at Sports Business Journal was nice enough to profile our journey at Just Women’s Sports, documenting how we grew “from a startup into a power player.”

Big thank you to NWSL Commissioner Jessica Berman, Lisa Leslie, and Ali Riley for their kind words regarding our respective partnerships. I always feel weird promoting myself, but this feature is really a testament to the entire JWS team, and it’s always fun to look back and see how far we’ve come. It’s a reminder of how much further we still have to go!

3. What I’m tracking

• The NWSL is coming to Columbus, Ohio. The ownership consortium, led by the Haslam Sports Group, paid a record $205 million expansion fee. (As a reminder, Angel City paid a $2 million expansion fee in 2020. It pays to get in early!)

• A record 216 WNBA games will be broadcast during the 2026 season.

• Women's sports revenues are expected to hit $3 billion globally in 2026, according to Deloitte. That's a 340% increase since 2022. But the crazier part? It’s still just 2% of all sports sponsorships. There’s still so much more growth ahead of us than behind us, especially with an audience that’s hungry for more.

• Ally announced that it has officially met its 50/50 media pledge a full year ahead of schedule, with equal advertising spending on men's and women's sports media.

4. Looking Ahead

NWSL: The 2026 season is in full swing, and on top of being league partners for the fifth consecutive season, we’re going all-in with our original content:

• Time Wasting with Ali Riley and Kelley O’Hara features two soccer legends breaking down the biggest stories in the game. This show has found an immediate audience, and we’re thrilled to have Amazon signed on as its first presenting partner.

• The Late Sub with Claire Watkins is also back! For my money, Claire is the best analyst in the women’s game today. She’s built a devoted following from the ground up, which is why I’m stoked that Ally has signed on as presenting sponsor of the show – including two live events, a first-ever for the show!

We will also be at the Challenge Cup in Columbus and look forward to seeing many of you there. More to come!

Until next month,

Haley