Women's March Madness Has More Money on the Line, and More Brands Watching
By faNILy Team ·
The women's NCAA Tournament is tipping off, and for the second year in a row, winning actually pays. Add in a growing list of brand deals for the sport's biggest names, and this March has more riding on it than ever for women's basketball.
Units, year two
For decades, men's teams earned conference money for every tournament game they played. Women's teams earned nothing. That changed last year, when the NCAA began paying units for the women's tournament for the first time.
In 2025, conferences received $113,000 for each game a women's team played, from a $15 million pool, according to Fox Sports. That pool is set to grow to $25 million by 2028.
And there's more this year. In January, the NCAA voted to add three units to both the men's and women's distributions, rewarding teams that reach and win the national championship game, per Forbes.
It's still nowhere near the men's side, where each game is worth more than $2 million over six years. But for the first time, a deep women's run means money for the conference that sent the team.
Brands are betting on the stars
NIL has been especially good to women's basketball players, and the tournament is when brands make their moves. Modern Retail highlighted a few recent partnerships:
- Jordan Brand announced it was working with UConn guard Azzi Fudd
- NYX Professional Makeup made UCLA center Lauren Betts the face of its "Make Them Look" campaign
Modern Retail also noted that brands are increasingly treating athletes as creators and storytellers rather than just faces for traditional ads. Caroline Ryan of Excel Sports Management described brands "treating athletes as creators and storytellers, rather than relying on traditional endorsement-style posts where athletes simply tag a brand."
Why women's players stand out in NIL
In our view, that's where women's basketball players shine. Fans don't just watch the games. They follow players' lives, routines and personalities online, and formats like "get-ready-with-me" videos, which Modern Retail highlighted, play right to that.
It also points to something fans already know: the connection is personal. People follow players, not just programs.
And the tournament is the biggest stage of the season. A player who's well known in her conference can become a national name in a single weekend, which is exactly when brands and new fans start paying attention.
What to watch this tournament
- UConn. Fudd and the Huskies are chasing another title, and the spotlight is bright.
- Breakout names. Every year, a few players go from conference stars to national names in a single weekend. Brands notice fast.
- The money trail. With new units in play, a Final Four run means more for a conference than it ever has.
The fan angle
If you've been following a player all season, March is your moment, too. It's when the rest of the country catches up to what you already knew. And in a world where athletes can build their own brands, fans who show up early are the ones who get to engage with them first.
We'll be tracking the biggest NIL moments as the bracket plays out.