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Women’s basketball is having its moment.
After years of underinvestment in the sport, the inability to use the March Madness branding until last year, and fans struggling to find ways to watch their favorite teams, women’s college basketball is now on the main stage.
With the game airing on ABC for the first time in history, Sunday’s NCAA championship matchup between LSU and Iowa not only became the most-watched women’s college basketball game of all time, but it also captured the nation’s attention and put a spotlight on women’s athletics in a way that perhaps hasn’t been seen since the 1999 World Cup.
And brands are taking notice.
This year, Aflac, an NCAA partner, moved all its on-the-ground Final Four spend from the men’s tournament in Houston to the women’s tournament in Dallas.
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