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Ahead of Wednesday night’s official March Madness tip-off beginning with the First Four, ESPN unveiled the next phase of its “That’s Our Move” season-long campaign for women’s basketball.
Following a record-breaking 2022 tournament—the first year the NCAA allowed the women’s edition to use March Madness branding—ESPN and brands are capitalizing on the unprecedented growth of women’s college hoops.
Building off the momentum from 2022, ESPN, which has the exclusive broadcast rights to the tournament, is running a multiplatform campaign featuring WNBA stars Arike Ogunbowale, Kelsey Plum and Destanni Henderson, all of whom had legendary NCAA careers.