How Social Media is Amplifying the Conversation Around Key Moments in Women's Basketball Games

Social media has played a role in the increased media coverage and visibility of women's basketball. The rise in coverage of women's sports, including basketball, is notable; Wasserman reported that women's sports now account for 15% of total sports media coverage. This is an increase from the previous 5.4% coverage on ESPN's SportsCenter. Younger generations, who prefer digital platforms, are contributing to this growth. Streaming services like ESPN+ and Amazon Prime provided over 22,000 hours of women's sports coverage in 2022.

Platforms including Instagram and Twitter allow female athletes to engage directly with fans, bypassing traditional media gatekeepers. This direct interaction has led to a rise in visibility and interest in women's sports. Female athletes are also using social media to advocate for social change and promote their leagues. The impact of social media is evident in the increase of NIL (Name, Image, Likeness) deals for women athletes, which saw a 60% year-over-year rise, outpacing the growth seen in men's basketball.

Despite these gains, challenges in media coverage remain. Technical quality of broadcasts for women's sports often does not match that of men's sports, and female athletes are frequently objectified in media portrayals. A study of Instagram images highlighted that female athletes are often shown in passive states, unlike their male counterparts who are depicted in active, athletic poses. Continued sexism and gender biases affect media coverage and investment in women's sports.

Notable Athletes and Viewership Trends

The increase in the popularity of women's basketball can be attributed to standout athletes like Caitlin Clark, whose performances have drawn media attention and viewership. The 2024 women's NCAA championship game between Iowa and UConn attracted more viewers than the men's game, reflecting growing interest. However, this increased attention often faces skepticism and criticism, as seen in online discussions questioning the quality and seriousness of women's basketball compared to men's.

The 2024 Women's NCAA March Madness tournament showed the influence of social media in amplifying key moments in women's basketball. Official social media accounts of the tournament and participating teams achieved 32.6 million engagements and over 1 billion impressions. Teams such as Iowa, South Carolina, UConn, and LSU were responsible for 45% of the engagement and 40% of the impressions. This surge in social media activity accompanied a notable rise in television viewership, indicating a relationship between social media exposure and broadcast reach. Fans often follow games through social media updates, leading them to live broadcasts or continued online discussions post-game.

Influence of Individual Athletes on Social Media

The rise of women's basketball on social media is also observable in the social media followings of individual athletes. Players like Caitlin Clark and Angel Reese have become social media figures, with millions of followers across platforms. For instance, Angel Reese has 2.7 million Instagram followers, surpassing the combined total of the 15 men's Wooden Award finalists. This social media influence has financial implications as athletes like Reese secure numerous endorsement deals, ranking among top female athletes in sponsorships. The visibility of these athletes on social media boosts their personal brands and elevates the profile of women's basketball.

The role of social media extends to the broader perception of women's basketball. Historically, women's sports have struggled with visibility. The use of social media allows female athletes to share personal stories and showcase personalities beyond athletic achievements. This approach fosters a sense of connection and loyalty among fans, enhancing the fan experience. Women athletes are usually more accessible to their fans, often participating in online discussions and sharing behind-the-scenes content, which resonates well with younger audiences who value authenticity.

Professional leagues like the WNBA also see the impact of social media marketing. Despite challenges such as lower revenue and a wage gap compared to the NBA, the WNBA has achieved its highest viewership total in 21 years, partly due to improved social media marketing. Viral clips of NCAA players and WNBA stars help challenge negative stereotypes about women's basketball and engage fans. As collegiate stars transition to the WNBA, the league is poised to grow in popularity, using social media to maintain engagement and attract new fans.

The Role of Sports Betting in Women's Basketball

The growing interest in women's basketball has not only been reflected in increased media coverage and social media engagement but also in sports betting. The expansion of legal sports betting across various states has opened new avenues for fan engagement, with platforms like DraftKings Sportsbook offering opportunities to place wagers on women's basketball games. This trend is notable as it aligns with the broader visibility of the sport, providing another metric of engagement that indicates the rising popularity of women's basketball.

Data from recent NCAA women's tournaments show a marked increase in betting activity. This uptick in sports betting corresponds with the growing viewership and social media presence of women's basketball. For instance, key games in the 2024 Women's NCAA March Madness tournament, such as the championship matchup between Iowa and UConn, saw substantial betting action, further amplified by social media buzz surrounding the game. The synergy between social media engagement and betting activity is becoming more evident, as fans who follow and engage with games online are also more likely to participate in sports betting.

Sports betting platforms have recognized this trend and have begun to highlight women's sports more prominently within their offerings. The inclusion of women's basketball in the betting markets not only broadens the appeal of the sport but also contributes to its financial ecosystem. As more fans place bets on women's basketball, it generates additional revenue streams, encouraging further investment in the sport. This, in turn, can lead to better broadcasting quality, more in-depth coverage, and enhanced marketing efforts, creating a positive feedback loop that continues to elevate women's basketball on multiple fronts.

Cultural Perception and Commercial Potential

Social media's amplification of women's basketball parallels trends toward gender equality in sports. The 2024 NCAA Women's Basketball National Championship game between South Carolina and Iowa drew over 4 million more viewers than the men's championship. This change in viewership highlights a shift in sports viewership habits, driven partly by increased social media visibility and engagement. Women's basketball now enjoys a broader appreciation, challenging outdated stereotypes.

There is increasing commercial potential in women's basketball, with strategic partnerships and sponsorships. Brands like Google, Buick, and Nissan have heavily invested in advertising within women's sports, recognizing the growing audience. New leagues, such as Unrivaled, are emerging to capitalize on this momentum, offering players equity in the league and promising competitive salaries in women's sports. These developments suggest a rising recognition of the commercial viability of women's basketball, influenced largely by amplified social media conversations.

In conclusion, social media has been instrumental in increasing the engagement, visibility, and perception of women's basketball despite ongoing challenges. This platform provides unique opportunities to grow the sport and attract new fans.