Everything about this year’s NCAA Tournament is trending up, from viewership to attendance to Final Four ticket prices.

Ticket prices for the women’s Final Four on Friday outpace those for the men’s Final Four on Saturday on the secondary market.

Yes, the venue is smaller – the men are playing in NRG Stadium, which is home to the Houston Texans and seats nearly 75,000, while the women are playing in the Dallas Mavericks’ American Airlines Center, which seats 20,000. But the prices still speak to the increasing profile of the women’s game.

For the women’s final weekend, an all-session ticket cost at least $475 on Stubhub and $335 on Vivid Seats as of Thursday afternoon, according to ESPN. Meanwhile, on the men’s side, tickets were going for $65 and $66, respectively.

For the semifinals alone, tickets start at around $184 for the women and at just $44 for the men’s.

“I really think the sky’s the limit. I don’t know if ticket prices are as indicative because ours is in an actual basketball arena, and they’re playing in a football stadium. I don’t know how much that affects it,” Iowa star Caitlin Clark said. “But I think it shows the demand that people want to be here and be in the arena that seats 20,000 people.

“More than anything, I’m just lucky and we’re just lucky to get to play on a stage in front of so many people that love the game and want to watch our game.”

No. 2 seed Iowa will face No. 1 overall seed South Carolina in the second semifinal at 9 p.m. ET, while No. 1 seed Virginia Tech will face No. 3 seed LSU in the first semifinal at 7 p.m. ET. Both games will air on ESPN.

“It’s exciting. I’m happy,” LSU standout Angel Reese said. “It’s exciting the women’s game is growing. Being able to see that many people coming to our games — honestly, when I came to LSU, I knew what it was going to be. We get 15,000 fans coming to our games, even on the off-night.

“Just seeing the game growing like this and in a Final Four for the first time, I’m just excited, and I’m excited to see all the people that are coming tomorrow.”

The increase in viewership and attendance throughout the postseason has not gone unnoticed. Viewership on ESPN has hit all-time highs, with anticipation mounting that Friday’s Iowa-South Carolina matchup could shatter records. Attendance has also increased throughout the tournament.

“I think it’s pretty incredible,” Clark said. “I think it’s starting to get the viewership, the attention, things like that that it deserves. When people really turn on the TV or sit in the seat, they understand how good the product is and how much fun it is to watch.”

And if you ask South Carolina coach Dawn Staley, the popularity of this year’s tournament has been years in the making.

“It’s been building towards this for a long time,” Staley said. “Fortunately for us — not just South Carolina, but us as women’s basketball — we’ve got a lot of star power behind our sport.”

The players, for their part, understand their role in growing the game.

“I think the most exciting part about it is being a part of history,” said LSU’s Alexis Morris. “We’re literally watching the game grow and change right in front of our faces, and we’re playing a huge part in it. It’s an honor, and I’m just super excited to be a part of it.”

The Chicago Sky showed up in a big way on Tuesday night, taking down 2023 WNBA Finals runners-up New York Liberty by an impressively wide margin. 

The Sky walked away with a 101-53 win, boasting a 48 point swing that still looms large despite the fact that it's only preseason. Perhaps the team felt extra pressure to perform — not only did WNBA League Pass follow through on their promise to stream the game for free, but Chicago Bears rookies Caleb Williams and Rome Odunze also happened to be watching on from the stands.

“I’m gonna just say — it’s about time," said Sky guard Dana Evans in response to the star-studded turnout at Wintrust Arena. "Everybody wants to watch women’s basketball. I feel like we’ve been doing a really good job of doing stuff on the court and off the court. So just having them support us is great — but keep bringing them out."

Chicago's Marina Mabrey was lights out with four threes and 20 points on the night, while training camp addition Chennedy Carter racked up 11 points and two steals. 

Sky rookie Angel Reese proved that she can do it all, putting up 13 points, five rebounds, and two steals in 19 minutes — all less than 24 hours after she walked the Met Gala red carpet in New York. The 6-foot-3 top draft pick out of LSU even knocked down a layup over 2023 WNBA MVP Breanna Stewart in one of the night's many highlights.

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"So now yall can delete them drafts & tweets saying i shouldn’t have gone to the met gala & i can’t do both," she later wrote on social media. 

While some may chalk it up to preseason coaching choices and the fact that it was the Liberty’s first real game outside of training camp scrimmages, New York head coach Sandy Brondello still voiced disappointed in her team’s result.

"We just got our butts kicked, everywhere. I mean everything. It’s an embarrassing effort, I don’t care that it’s preseason," she said in a postgame press conference. "Our starters didn't get us off to a good start. We missed a lot of layups early, but they just took us out of everything."

On a lighter note, the third-year Liberty coach had some kind words for undrafted rookie Jaylyn Sherrod, who showed real effort on defense.

"She has speed," remarked Brondello. "She could guard Dana Evans. No one else could."

As the WNBA plans to implement league-wide charter flights, the NWSL is struggling with some travel issues of its own. 

Missed flights, inclement weather, and a stretch of midweek games have spurred workload and logistical concerns for a number of NWSL teams. Last week, three games were played Wednesday night, while another three games are set to be played tonight. 

"You can't play your best XI right now because of the amount of games you have," said Red Stars head coach Lorne Donaldson after last Wednesday's 4-2 loss to Washington. Donaldson emphasized the importance of rotating through the team’s depth so as to avoid injury.

"You have to get to about 16 deep where you can," he continued. "Or else your best XI is going to be injured or walk off the field and they can’t finish the season."

Kansas City has faced some of the league's most extreme turnaround times this season. On Sunday, the Current missed an evening flight to Seattle due to a multi-hour rain delay in Houston, throwing off their training schedule ahead of their midweek match against the Reign. The NWSL eventually gave them the green light to charter a plane, but not before frustration spread throughout the team.

"We lost the whole day of the opportunity to recover," said Current head coach Vlatko Andonovski after the Current's weekend draw against the Dash. "So the schedule, it's already challenging to begin with. We have by far the worst schedule in the league, and this just made it even worse.

"We don't have a hotel, we got to figure out a hotel. We don't have flights for tomorrow, we got to figure out flights. We had trainings for some players that we believe needed training time to be able to perform on Wednesday.”

While the team was given permission to charter a plane, navigating such approvals has proven difficult in the past. This past July, the NWSL fined Kansas City $55,000 over the unauthorized use of a charter flight.

Recently retired WNBA superstar Candace Parker has her next gig lined up: president of women’s basketball at Adidas.

Parker announced her retirement at the end of April, bringing a close to a 16-year professional career spanning three WNBA championship titles with three different teams. And now, she’s stepping into a slightly different role — this time off the court — with longtime sponsor Adidas.

"The brand and I have grown together, and we’ve done some amazing things," she told Fast Company in an exclusive interview published Wednesday morning. "I’m excited about what the future holds on this side of things, because I’m so passionate about growing the game of basketball."

Parker initially signed with Adidas at the end of her first professional season in 2008, going on to spend the vast majority of her illustrious WNBA career linked to the German athletic brand. In 2010, she became the first woman to receive a signature Adidas shoe: the ACE Commander.

Her most recent Adidas collaborations include basketball sneakers Exhibit B (2022) and Exhibit Select (2023) in a variety of different colorways, as well as limited edition off-court apparel.

In 2022, Parker led a mentorship program for the brand’s first class of NIL-sponsored college athletes, a stacked roster that involved the likes of rising star Hailey Van Lith, among others. In her new position, she’ll be "overseeing pretty much everything" when it comes to the brand’s women’s basketball operations.

That "everything" includes weighing in on shoe and clothing design, navigating new and existing athlete partnerships, and taking control of Adidas' grassroots growth strategies. She’ll also help with "how we actually speak to the women’s basketball consumer," Eric Wise, who leads the brand’s global basketball business, told Fast Company.

According to Parker, the decision to accept the offer hinged on her desire to be more than just "the face" of Adidas women’s basketball.

"I said to [Adidas], 'I don’t want to be a mascot,'" Parker said. "'I really want to be in the meetings, and I want to be a part of making decisions.'"

Charter flights are on the horizon for the WNBA, with commissioner Cathy Engelbert saying on Tuesday that the league will provide teams with full-time private travel services beginning as soon as this season. 

The move is set to address years of player safety concerns, among other issues. Engelbert told AP Sports Editors that the league aims to launch the program "as soon as we can logistically get planes in place."

The initiative is projected to cost around $25 million per year over the next two seasons.

The WNBA has previously provided charter flights on a limited basis, including during the postseason and when teams were scheduled to play back-to-back regular season games. Individual owners seeking to independently provide their teams with private travel — such as the New York Liberty’s Joe and Clara Wu Tsai back in 2022 — faced significant fines for using unauthorized charters.

While players and team staff have been calling for league-wide charters even before Caitlin Clark and other high profile rookies joined the league, Engelbert has routinely cited steep year-to-year costs as the reasoning behind sticking to commercial flights. 

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However, the WNBA's surging popularity means increased visibility, and a subsequent uptick in security concerns — especially when it comes to big name newcomers like Clark — has Englebert reconsidering her previous decision. 

WNBA Players Association president Nneka Ogwumike called the move "transformational," and credited the WNBPA as well as the league for its implementation. 

"Our league is growing, the demand for women's basketball is growing," Ogwumike told ESPN. "That means more eyes on us, which is what we want, but that means more protection from the organization that we play for, the whole W that we play for.

"Chartering flights not only is a safety measure, the biggest thing, and then obviously what it means to be able to play a game and go home and rest and recover and be the elite athletes that we try to be every single night when we step out onto this court."

Aces coach Becky Hammon called the immediate response to the charter announcement "great" but noted that there are still kinks to be worked out. 

"What it all looks like, we’re still gathering information, we don’t know," she said Tuesday.

Several players emphasized the importance of safety, highlighting how last season the Phoenix Mercury’s Brittney Griner was harassed in an airport while traveling commercial.

"All these players and these faces are becoming so popular that it really is about that as much as it as about recovery," Minnesota Lynx forward Napheesa Collier said.

"Above everything else, I think it's the safety of our players," Mercury player Natasha Cloud added. "We have a prime example with BG on our team that needs to be safe. At airports, it's like a madhouse. You see Caitlin Clark walking through airports, people following her, people trying to touch her, get pictures with her. It's just a safety measure, through and through. You would never have an NBA team walk through an airport."

Prior to Tuesday's announcement, the league had said it would charter flights for the playoffs and back-to-back games via a program introduced last year. The latest news, however, promises that teams will also be provided charters to and from all regular season games.

"Our safety is being taken seriously now, finally. In no world should our security not be a priority," Griner told ESPN. "If we want to be the league that we want to be and have the respect that we have, it comes with some risks. Sometimes people want to get close to you and it's not people you want, so I'm just glad that we don't have to deal with that anymore."