NASHVILLE, Tenn. — Women’s basketball teams finally will be paid for playing games in the NCAA Tournament each March just like the men have for years under a plan approved Wednesday at the NCAA convention.
The unanimous vote by NCAA membership was met by a round of applause both inside the ballroom and around the sport. This was the final step toward a pay structure for women playing in March Madness after the Division I Board of Governors voted unanimously for the proposal 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.
Now comes more work and continued investment to grow women’s basketball 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.
“This continues our fight to lift women’s basketball to historic levels,” Staley said. “I appreciate the decision by the Kaplan Hecker and Fink law firm to include the lack of units in their report as a key issue holding women’s basketball back from capitalizing on the historic viewership and quality of the product on the court.”
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 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.
Teams making this March’s NCAA Tournament won’t actually be paid until the organization has a full tournament of data available.
Still, North Carolina coach Courtney Banghart, also is president of the Women’s Basketball Coaches Association, called postseason units a reward for the investment by athletic departments in women’s basketball.
“The long awaited, hard fought for and well-earned day is here,” Banghart said. “I am so grateful for the effort of so many to bring this reality to our sport. Women’s basketball is more popular than ever before, seats are filled, arenas are sold out, and games are on national TV almost every night.”
UConn guard Paige Bueckers agreed that this is a huge step toward helping this sport grow.
“Just for women to capitalize on what we brought to the sport and what we do for just sports in general and entertainment and just to be able to be a part of that, we’re extremely grateful,” Bueckers said.
The proposal was broken into two votes on Wednesday, with the first on the payments being earned starting with the next NCAA Tournament. That received one “no” vote, though the vote to establish the women’s fund itself got a “yes” from all 292 members voting.
The women’s March Madness plan is similar to the men’s basketball unit program. Each of 32 conferences with an automatic bid receive a unit, and additional units will be rewarded for teams receiving 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. Lach said they can’t simply celebrate this moment, not with women’s college basketball “skyrocketing in popularity.”
“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.
UConn coach Geno Auriemma, with his 11 national titles, said Wednesday night this capitalizes on the money coming from broadcast rights and other corporate investments. The Big East had been investing and sharing revenue since the league had 16 teams, knowing that NCAA money for men’s teams meant big chunks of revenue for small athletic departments. Auriemma said this gives women’s teams the chance to earn money for their schools now as well.
“I don’t think you could ever say you can be totally self supportive,” Auriemma said. “I don’t think anybody thinks that, but it’s a statement that they made today about where women’s basketball fits into the big picture of college athletics.”
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 and Caitlin Clark, 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.
