The Unstoppable and Overdue Growth of Women's College Basketball

A compelling New Yorker article explores how players like Caitlin Clark and Angel Reese have made women's college basketball must-see TV this year, driving ratings and fan attention unmatched in the sport's history. Simply put, women's college hoops has become the hottest property in American sports.

Author Louisa Thompson argues this surge reflects how unequal investment—not lack of audience interest—previously suppressed the women's game. With greater fairness in exposure and marketing, viewers have flocked to the sport.

The rise also reveals the impact of Title IX's push for equity in female athletics over the past 50 years. As the article notes, the skyrocketing popularity is an overdue course correction, putting women's basketball on equal footing with coverage and excitement around men's sports.

There's a communications lesson here, too. When organizations and media outlets commit to equitable messaging, storytelling and promotion across women's and men's sports, they fulfill a moral obligation while unlocking public enthusiasm and market potential that can transform industries.