This is the second of three parts. Part I explored the questions: (1) Is college basketball more stable economically -- or too dependent on television revenues -- as it continues to hunt for new finances? (2) Is college basketball really a "professional sport" or a "learning experience" for its student-athletes? (3) How should the college basketball industry respond to controversial special revenue sources such as gambling and alcohol? Part III will look at revenue distribution from the men's tournament and its specific impact on St. Louis.
The business of women's basketball is an exploding revenue generator.
Television ratings and attendance are up, and Corporate America is in love with the sport's demographics. The culmination of this year's 64-team tournament will be at the cavernous RCA Dome in Indianapolis -- another testament to the power of women's college basketball.
Similar to the men's game, college parity is making the sport grow even bigger.
No single school has successfully recruited more than two of the 20 players chosen to play in this year's Women's Basketball Coaches Association high school All-Star Game. (In past years, Tennessee and Connecticut have had as many as five recruits in the game.)
Marquee players such as UConn's Barbara Turner continue to generate excitement, as do the Lady Owls, playing at Temple under former NCAA/WNBA phenom Dawn Staley. As the sport continues to thrive, three major issues dominate the business of women's college basketball.
TV and women's college basketball
Two years ago, the NCAA reached a $200 million, 11-year deal with ESPN that showcases all games of the women's NCAA basketball tournament along with softball, volleyball, swimming, Division II basketball and other sports. The deal will produce more than $15 million annually for overall promotion and distribution to individual programs, well over the prior $2.7 million annual payment.
Over the past three years, the women's Final Four averaged a 2.64 rating. The 2004 Connecticut-Tennessee national championship game averaged 3.8 million households -- becoming the most viewed basketball game (men's or women's) in ESPN's 25-year history.
More female viewers continue to watch sports than at any time in TV history. Women make up nearly 40 percent of the network viewing audience for regular season professional sports -- 30 percent of the men's college basketball audience, and up to 40 percent for women's basketball. The sought-after demographic provides a solid foundation from which to build.
Corporate America and the women's tournament
Corporate marketing executives continue to fall in love with the demographics of women's sports -- college basketball in particular.
Surveys have indicated that women make 85 percent of consumer purchases and influence 95 percent of all buying for sporting goods and services. A study done two years ago by The Sports Authority retail chain indicated that women shoppers drove 70 percent of its business.
