The Audience for Women’s Sports Is Surging. Richer Media Deals Could Follow. WSJ


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Mar 5, 2023
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April 24, 2023 11:06 am ET

When WNBA commissioner Cathy Engelbert was at the Masters recently, an unusual topic of conversation bubbled among golfers and fans: women’s college basketball....

The task for Engelbert and other stewards of these assets is to leverage the current excitement around women’s sports into much richer media deals than they currently have....

“I think we’re at a Rubicon moment,” said Ed Desser, a former NBA media executive who has done extensive consulting work on the value of media rights....

The women’s basketball tournament is “the most important property that ESPN has, the biggest one that it has, in March,” Kosner said. “And in a subscription world, months matter.”

Yet the NCAA still hasn’t decided for certain whether it will sell the women’s tournament as a separate entity....

By Rachel Bachman

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