The Business of Women’s College Basketball in 2025
Women’s basketball is leading the way in showing what’s possible when we treat women’s sports like a business. From sold-out arenas to NIL deals that rival men’s programs, this sport is setting the pace for the business of women’s college athletics.
WNBA Attendance Is Surging—with Lessons for women’s College athletics
The WNBA shattered its single-season attendance record in 2025, drawing over 2.5 million fans across 226 games. This broke the previous record set back in 2002, even with fewer teams and games on the schedule.
Average per-game attendance jumped from 9,807 to 11,009—a 12% year-over-year increase. Expansion teams like the Golden State Valkyries sold out their arena, while the Indiana Fever—powered by Caitlin Clark’s star power—regularly packed the house.
Why this matters for college basketball programs: It proves there’s a growing appetite for women’s basketball. Fans are showing up at the pro level—and collegiate programs can capture that same energy through smarter ticketing, pricing, and marketing strategies.
Sponsorship Opportunities Are Accelerating for women’s basketball
Sponsorship dollars are following the momentum:
Sponsorship deals in women’s sports grew 12% year-over-year.
Advertiser spending on women’s sports skyrocketed 139% in 2024, reaching over $244 million.
Fans of women’s sports are more brand-loyal: 58% of WNBA fans support league sponsors, compared to 45% of NBA fans.
Female athletes drive outsized ROI: fans are 2.8× more likely to purchase from brands endorsed by women athletes—rising to 3.5× among highly engaged fans.
Why this matters for colleges: Athletic departments can position women’s basketball programs as high-value sponsorship assets—through jersey patches, arena signage, youth nights, and community tie-ins.
NIL: female athletes Are the Business
Women’s basketball is also dominating the NIL conversation.
According to SponsorUnited, USC’s JuJu Watkins is among the most marketable college athletes in the country, securing 20 NIL deals despite being sidelined by injury.
Women’s basketball accounts for more than 20% of all NIL compensation across college sports.
The NIL market is now a $1 billion industry, with female athletes disproportionately leading in social media engagement and brand alignment.
For athletic departments, building NIL education and media support into women’s basketball programs isn’t just about compliance—it’s about capturing real market opportunity.
What College Programs Should Do Now
Optimize Ticket Revenue
Make key matchups ticketed and priced properly.
Package games around star athletes, alumni, or community events.
Boost Athlete Branding and NIL Support
Provide social media strategy workshops.
Help athletes build their personal brands to drive program visibility.
Activate Local Sponsorships
Involve local businesses in ticket blocks or section sponsorships.
Highlight sponsor partners through game-day activations.
Track and Tell Your Story
Use attendance growth, NIL highlights, and sponsor deals to show that your women’s program is a serious business asset.
Conclusion
The WNBA’s record-breaking season isn’t just good news for the pro game—it’s a blueprint for college programs. Rising fan demand, brand sponsorship ROI, and high-profile NIL stories prove that women’s basketball isn’t just a sport, it’s a scalable business opportunity.
