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Diamond Miller stayed at Maryland and found herself

(G Fiume/Getty Images)

When Diamond Miller crossed up Notre Dame’s Kylee Watson with two seconds left on the clock of a tie game on Dec. 2, Maryland fans held their breath.

All but one.

Sitting on a couch in her family’s home in New Jersey, Adreana Miller didn’t flinch. Her younger sister had already put up 29 points and grabbed 12 rebounds in the game, and when she saw the move Diamond was executing, it felt like it was happening in slow motion.

Adreana had seen it before. She’d been the victim of Diamond’s dagger-like shooting in countless games of one-on-one, where she’d look over her shoulder to see her younger sister burying that same shot. The one-footed jumper might as well have been a layup, Adreana said. Shooting off the bounce from the elbow is Diamond’s “bread and butter.”

The outcome, she believed, was a forgone conclusion.

So, Adreana didn’t even celebrate when the shot fell through the net, lifting Maryland to a 74-72 win over then-No. 7 Notre Dame in South Bend. But when Diamond put her finger to her lips, shushing the crowd, she couldn’t help but smile.

The moment was quintessential Diamond Miller.

Just nine months earlier, there were no forgone conclusions in Diamond’s life. She didn’t know if she would be in a position to hit buzzer-beaters. She didn’t even know if she would be wearing a Maryland jersey this season.

A knee injury that nagged her throughout her junior year needed surgery, and when the 2021-22 season came to a close, she found out her teammates and best friends at Maryland, Angel Reese and Ashley Owusu, would be leaving the program.

The basketball bubble she had grown accustomed to was changing.

For the first time in a long time, Diamond Miller’s future was uncertain.

***

By the time Diamond was old enough to play organized basketball, she had already been waiting years to put on a uniform. Her father, Lance, had been a standout player at Villanova — the school that later gave Diamond her first scholarship offer in eighth grade — and when Adreana was old enough, Lance set up an AAU program.

From then on, it was a waiting game for Diamond. She and the third Miller sister, LaNiya, spent countless hours on the sidelines, waiting for their turns.

Wanting to follow in her oldest sister’s footsteps, Diamond adopted the same short shorts that Adreana sported but added her own twist to the uniform. Diamond and LaNiya thought they would start a new trend when they accessorized their jersey and shorts with tall, tie-dye socks. One was blue and the other yellow, to match their team colors.

“They were up to my knees,” Diamond says with a laugh, her cheeks perking up to reveal two pronounced dimples. “We thought we were so cool.”

The socks didn’t last long, but basketball was never going away.

The only person in the Miller family who didn’t play the sport is their mother, Dreana — though that is a running joke with the Miller sisters. Despite aunts, uncles and grandparents all denying Dreana’s basketball background, their mother maintains that she played in high school.

Whether she did or didn’t doesn’t matter. Dreana is now fully a basketball mom. All three of her daughters played in college, and her youngest son, Landen, plays for his high school team. After numerous shooting sessions with her kids, Dreana has developed into a skilled rebounder.

But when it comes to basketball advice, Diamond goes to her dad. There was a time when she wasn’t so receptive to his input, but now she soaks it all in.

“He’s my dad, he’s my coach, and he’s also a mentor when it comes to the game,” Diamond says. “He sees things from a different perspective, now that he’s not playing.”

He was also responsible for the first time Diamond felt uncomfortable as a basketball player.

She always played up an age group with LaNiya, which despite being a more difficult level of basketball, brought a level of comfort. One day, the younger age group — the team Diamond technically should have been playing for — was low on numbers. Lance asked Diamond to step in, but she was resistant.

“I told him I didn’t want to play with them, and I was so nervous,” she says.

But being uncomfortable turned out to be a good thing. Because when Diamond played with girls her own age, she was able to see just how good she was. The years of playing up had paid off.

“When I played at my level, I was dominating,” she says. “And I was like, ‘Am I good at this sport?’ It was like an aha moment.”

After that, no element of basketball could scare her. At least not for a long time.

Diamond quickly became a sought-after prospect. By ninth grade, she could beat Adreana in one-on-one. She helped the USA U-16 team to a gold medal, became the leading scorer in Franklin High School history and was named a McDonald’s All-American. By the time she was ready for college, Miller had her pick of schools as the 18th-ranked player in the country.

She whittled down her offers to two schools, Notre Dame and Maryland, and chose the latter in part because of its proximity to her home state of New Jersey.

When she got to Maryland, Diamond enjoyed instant success. She played 19 minutes a game as a freshman, making three starts and averaging 7.7 points, 3.2 rebounds and 1.8 assists per game. During her sophomore year, Diamond completely erupted, earning All-Big Ten honors thanks to her 17.3 points, 5.8 rebounds, 2.9 assist and 1.4 steals per game.

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Diamond Miller drives to the basket against Indiana's Grace Berger during her freshman year at Maryland. (Justin Casterline/Getty Images)

She expected more of the same in her junior year. But a knee injury meant Diamond could play in only 22 of her team’s games, and her numbers (particularly her scoring) took a slight dip.

It was a trying season, both for Diamond and for Maryland. The Terrapins started the season ranked No. 4 in the country before stumbling to a 23-9 record and a Sweet 16 loss at the hands of Stanford. Still, when it was over, Diamond drew praise for her play and the way she handled adversity.

Plus, the knee that limited her seemed healthy once more, and with a few weeks rest, Diamond thought she would be back playing basketball and preparing for the 2022-23 season with her friends.

That’s not what happened. Instead, for just the second time in her life, basketball made Diamond uncomfortable.

***

It was a spring day in 2022, just after the conclusion of her junior season, and Diamond wanted to be alone.

She spent her childhood surrounded by people, with a close-knit family and three siblings always there to keep her company. When she got to Maryland, Miller made two best friends that she spent all her time with. Being alone was never something she did.

But now, it was all she wanted.

Miller had a check-up for the knee injury that had nagged her all season. She no longer felt pain, so she went into the appointment as an optimist.

But her knee never healed. The stress fracture that she no longer felt was still there, and she was told she needed surgery.

She left the appointment in tears, keeping her head down and trying to get across campus as fast as possible so no one would see her and ask what was wrong.

But Miller’s quest for isolation was interrupted when she heard teammates Faith Masonius and Shyanne Sellers calling out to her.

“Diamond!” they shouted in unison. Their excitement quickly turned to concern as they saw the tears on Miller’s cheeks.

They asked what was wrong and Miller pushed them away. She needed space, or so she thought. But they wouldn’t relent.

“No,” they said, “We are driving you home.”

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Miller, Shyanne Sellers and Faith Masonius have become closer as teammates and friends in the past year. (Alex Martin/Journal and Courier/USA TODAY Sports)

And so, while everything seemed to be falling apart, Miller got in the car. It was serendipitous that Sellers and Masonius were the two people there at one of her lowest points. They were her teammates, but at the time, Miller didn’t feel connected to them outside of a team setting. Soon, they would become two of her closest friends, and Masonius would even help her through physical therapy for her knee.

But when they picked Miller up that day, things were changing rapidly for the rising senior. Soon, her best friends on the team — Reese and Owusu — would announce their decisions to leave, and Miller would find herself at a crossroads.

Suddenly, nothing was going Diamond’s way, and she didn’t know how to handle it.

***

It wasn’t that Diamond was worried she wouldn’t recover from knee surgery, it was the missed time that scared her.

Despite all the success she’d had in basketball since she first pulled up those tie-dye knee socks, Diamond had a habit of comparing herself to those around her. She worried that while she focused on rehabbing her injury and getting healthy, everyone else in college basketball would be improving their skills. Diamond wondered if she’d be left behind.

“Everybody’s going to be above me now. I’m hurt, I can’t prove nothing for myself,” Diamond remembers thinking. “Everyone is just higher than me and better than me.”

But like the last time Diamond was forced out of her comfort zone, when her dad asked her to play for a different team, the injury had a positive impact.

It forced her to be alone with her thoughts, without the familiar sounds of sneakers on a court and dribbling basketballs. And Diamond learned to be more than just a basketball player. She loves the game so much that it consumed her, and when she couldn’t play, Diamond went through an identity crisis.

She remembers sitting in her room one day and asking herself, “Who is Diamond?”

And as she struggled to find herself, Diamond was also lonely. Her family was a phone call away, and her boyfriend was on campus with her, but Owusu and Reese — the friends that kept her smiling through the hardships — were no longer there. Owusu had transferred to Virginia Tech, and Reese had moved on to LSU. Diamond had no choice but to embrace her new circumstances.

“I found love in the loneliness of that situation,” she says.

So, while she recovered, Diamond committed to learning about herself and finding ways to love who she was off the court.

Diamond learned that she likes feeling sunshine on her face, and taking long walks with music to match whatever mood she’s in.

“I can be listening to sad songs, and still vibing and smiling,” she says with a laugh. “Or I can listen to Lil Baby and be rapping. I love a good variety.”

She learned that she likes puzzles. Her teammates tease her because she will break one out at any time of the day, even at 6 a.m.

Diamond also discovered that it wasn’t too late to form new friendships. She bonded with Sellers and Masonius, and another, unlikely person: coach Brenda Frese.

When Diamond got to Maryland, she wasn’t interested in having a relationship with Frese, other than doing what she said on the basketball court.

To people like Adreana, Diamond is playful, goofy and spirited. The kind of person that brings joy into every interaction. But to those outside of her circle, it takes longer for her to open up. And with such a strong circle of supporters, Diamond isn’t quick to let others in.

Frese had to work to connect with her star player.

“Freshman year, I didn’t even want to talk to her,” Miller says. “I didn’t want a relationship with her, but as time went on, I got more comfortable talking with her. I got to see her as a coach and a human all at once.”

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Maryland coach Brenda Frese felt she had to re-recruit Miller after multiple players transferred out. (Matt Cashore/USA TODAY Sports)

It was the little things that made Diamond open up. Throughout the offseason, Frese was dealing with players transferring in and out. It was chaos trying to build a roster for 2022-23, but when it came to Diamond, Frese was focused on her well-being.

“She was always asking, ‘How are you? How is your knee?’” Diamond says. “And it was really important for me that she was more worried about my health.”

Over the summer, Diamond did an internship with Maryland’s Director of Basketball Operations and spent a lot of her time in the office with Frese. She had to communicate with her coaching staff in a new way, and in turn, they saw a different side of Diamond.

“It brought her out of feeling so quiet and uncomfortable,” Frese says. “She really blossomed and got comfortable with everybody.”

Diamond took her internship duties seriously. Frese was already accustomed to her intense focus and work ethic on the court, but soon discovered that Diamond carries that with her off the court as well. Even the most menial tasks were done with focus and care.

“You’re not sure how your best player is going to respond to in-house duties like that, but she was a rockstar,” Frese says. “Some people might give pushback, but she never did.”

***

When Owusu and Reese announced their decisions to transfer, it left Diamond as the lone starter from the 2021-22 season. With them in the transfer portal, and Chloe Bibby and Katie Benzan graduating, Diamond had no idea what the Terrapins roster would look like.

Diamond is a straight shooter. It may take a while for her to open up, but she is always honest. And honestly, she thought about leaving Maryland, too.

“I was nervous, because we weren’t really having a team,” she says. “I knew they were going to recruit really hard, but you still never know. I didn’t want to put myself in a situation, especially for my senior year, where I was struggling.

“I was definitely like, ‘Should I stay and try a new team out? Or should I leave?”

For Frese, keeping Diamond was the No. 1 priority in the offseason. She knew she’d have to build a brand-new roster, but Diamond had to be the foundation of the team.

So, she started recruiting her again.

“There were a lot of things going on behind the scenes, and her being persuaded and other teams trying to get her as well,” Frese says.

“I wasn’t just going to sit back and let other people have conversations with her behind the scenes. That’s the difference now with the portal is that it’s going on all year, and when the season ends, even more so.”

Diamond spent hours on the phone with her sisters and her parents, trying to sort out what was best for her. Ultimately, she came to a realization: No matter what she did, she would be starting over.

If she left, she would join a brand-new team, and if she stayed, a brand-new team would join her.

In countless conversations with various family members, they reminded her of one thing: The grass isn’t always greener.

“She had grown tremendously there, so why leave?” Adreana says. “At the end of the day, it’s about what you do with your opportunity, so we told her to worry less about other people and more about herself.”

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Miller had a big decision to make after friends Ashley Owusu and Angel Reese left the program last year. (Katherine Frey/The Washington Post via Getty Images)

In conjunction with her injury recovery and navigating what she wanted for her senior year, Diamond took their advice to heart. She worried about herself. Gradually, she realized that no matter what school she was at, or how long it took her knee to heal, she would still be successful. She didn’t have to fear being left behind as other players improved. She didn’t have to look at her competitors and try to be like them.

“There are a lot of great players out there,” she said. “And they do their thing, but they don’t strive to be me. There’s a lot of talented people, and maybe I can’t do what they do, but they can’t do what I do, either. But what I can do is be the best version of myself.”

One thing Diamond didn’t have to learn was what she wanted for her future. The WNBA has long been in her sights.

Diamond is considered the No. 2 prospect on most draft boards, behind Aliyah Boston of South Carolina. She’s 6-foot-3 with a long, athletic build — the ideal body type for the WNBA — and she’s versatile on both offense and defense.

“She’s going to be a really difficult matchup at the next level,” Frese says.

For Frese, that was a key point in her re-recruitment. Maryland has a reputation for developing WNBA prospects, and every time Diamond plays, she sees scouts in the stands.

In that respect, staying was a no-brainer.

The more she thought about it, the more the rest made sense, too.

“If I left or if I stayed, I was still going to play basketball and have to play basketball at the best of my abilities,” she says.

So, Diamond embraced the unknown.

She didn’t know who would be on the team — Maryland added five transfers in the offseason — or how they would mesh together. But when Diamond decided to stay, that’s what she was signing up for, and the senior decided to go into her last season with zero expectations.

“That was so weird, but I wanted to change my thought process on how I approached the game anyway,” she says. “I put in the work, I put in the preparation, I wasn’t about to overthink it.”

With Diamond as the cornerstone, Frese rounded out the roster with transfers Brinae Alexander, Lavender Briggs, Abby Meyers, Elisa Pinzan and Allie Kubek.

Leading up to the season, the Terrapins held a team retreat. During the day, they did obstacle courses and other team-building activities, and at night they stayed up late, watching movies and talking, like an elementary school sleepover.

The Terrapins took things day by day, then week by week, then month by month. And eventually, Diamond’s re-commitment and her team’s new commitment paid off. Suddenly, Maryland was competing. Suddenly, they were beating UConn and shushing the Notre Dame crowd and rising into the top 10 of the AP Top-25 poll. And despite the odds, the Terrapins became a tight-knit squad, finishing the season at 25-7 and earning a No. 2 seed in the NCAA Tournament that begins Friday.

“You can see the love on the court,” Diamond says. “There is no animosity towards one another, and that is a good feeling.”

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(Greg Fiume/NCAA Photos via Getty Images)

When Diamond shushed the crowd on Dec. 1, she was shushing all the doubters. The people who thought her team wouldn’t be successful without Owusu and Reese. The people who counted them out before the season even started.

It was a statement to everyone, including herself.

That she could get injured, come back and still be an elite player. That she could play with a whole new group of players and still be successful. That no matter what was happening around her, she was in control.

“At the end of the day, what was for her would be for her,” Adreana reminded her during many conversations.

Basketball was for her. Making big shots was for her. Maryland was for her.

Diamond didn’t need to go anywhere else to be successful. She didn’t need to compare herself to other players. She didn’t need to be just a basketball player.

Now, Diamond is grateful for the injury. She says God knew she needed it. Until that point, everything had been too perfect. It pushed her out of her comfort zone and reminded her of something.

No matter what’s going on around her, one thing will always be certain.

“I’m still Diamond Miller,” she says with a smile. “I’m one of a kind. There is only one of me.”

Eden Laase is a Staff Writer at Just Women’s Sports. Follow her on Twitter @eden_laase.

Missouri Basketball Taps Kellie Harper as New Head Coach

Kellie Harper points from the sideline while coaching Tennessee in the 2023/24 NCAA tournament.
New Missouri hire Kellie Harper last coached Tennessee in the 2023/24 NCAA season. (Peyton Williams/NCAA Photos via Getty Images)

Former Tennessee basketball coach Kellie Harper is on the move to Missouri, with the school naming Harper as the program's fifth-ever head coach on Tuesday.

"I am incredibly honored to be the next head coach at Mizzou," Harper said in the school's announcement. "Missouri is a special place, and I know firsthand the passion and pride that surrounds this program... The foundation is in place for success — and I can't wait to get started."

Harper replaces previous Tigers boss Robin Pingeton, who resigned last month after 15 seasons. She subsequently stepped away after the team finished last in the SEC for two consecutive seasons.

In her five seasons leading the Vols, Harper earned a 108-52 overall record. She parted ways with Tennessee after last year’s second-round NCAA tournament flameout.

Even so, Harper's 53-24 overall conference record at Tennessee trailed only four-time NCAA title-winning coach Kim Mulkey (LSU) and three-time national champion leader Dawn Staley (South Carolina) in SEC winning percentage.

"Kellie is a proven winner and dynamic leader who understands the 'Will to Win' necessary to succeed at the sport's highest level," said Missouri athletic director Laird Veatch.

Then-Tennessee head coach Kellie Harper talks to the media  during a press conference after a 2023 March Madness game.
Harper is one of just two coaches to take four programs to March Madness. (Joy Kimbrough/NCAA Photos via Getty Images)

Harper brings exceptional resume to Missouri

Harper earned three straight NCAA championships as a player under legendary Tennessee coach Pat Summitt. Then, she began building a playoff-heavy resume as a coach.

In her 20 years leading DI teams, Harper led them to 16 postseason berths, including nine trips to March Madness. She remains one of just two NCAA coaches to ever take four different programs to the tournament.

Before taking the Vols to back-to-back Sweet Sixteens in 2022 and 2023, Harper's first trip to thaat NCAA tournament round came with Missouri State in 2019. That's when she took a Cinderella team on a run to cap her six-year tenure with the Bears.

It's that title-hunting experience that Missouri is hoping to harness, as the Tigers haven't made the March Madness cut since 2019 — the year that the WNBA's Phoenix Mercury drafted Mizzou's all-time leading scorer Sophie Cunningham.

"I am thrilled," said the Missouri alum and new Indiana Fever guard. "I have so much respect for coach Harper, and I can't wait to support her and our Tigers however I can."

March Madness Tips Off with NCAA First Four

Baylor's Aaronette Vonleh defends Iowa State's Audi Crooks during a 2025 Big 12 tournament game.
Audi Crooks and Iowa State begin their 2024/25 NCAA tournament campaign in the First Four on Wednesday. (Scott Winters/Icon Sportswire via Getty Images)

March Madness opens its doors on Wednesday night, as the 2024/25 NCAA tournament’s First Four round takes the court with eight teams pursuing the final four tickets to the Big Dance.

Two of the play-in games will pit the last four teams to receive at-large bids against each other, sending Princeton, Iowa State, Washington, and Columbia into battle to snag one of the tournament's final two No. 11 bids.

The other two games are comprised of the lowest ranked conference tournament champions, meaning SWAC champ Southern, Big West winner UC San Diego, CAA victors William & Mary, and Big South title-holders High Point will all compete to enter this weekend's first round as No. 16 seeds.

UC San Diego's Sabrina Ma celebrates the 2025 Big West tournament win that sent her team to their first-ever March Madness.
UC San Diego will make their March Madness debut in Wednesday's First Four round. (Ian Maule/Getty Images)

First Four ups the ante with compelling NCAA storylines

Thanks to growing parity across the NCAA, this year’s First Four brings a new level of heat, with 2024 breakout stars, conference titans, and tournament newcomers raising the stakes right from the jump.

As two of 2025’s six March Madness debutants, both UC San Diego and William & Mary are hoping for a bit of beginner's luck as they take the NCAA tournament court for the very first time.

Meanwhile, the Ivy League will take aim at securing three spots in the 64-team bracket, with both Princeton and Columbia hoping to join conference tournament champion No. 10 seed Harvard in the first round's field.

Standing in Princeton's way is underdog Iowa State, who nearly scored what would have been one of the 2024 tournament's biggest upsets.

Fueled by now-sophomore sharpshooter Audi Crooks — who currently ranks 12th in the nation in field goal percentage — the Cyclones pushed then-No. 2 seed Stanford to the brink, forcing overtime before the Cardinal claimed the 87-81 second-round victory.

"It’s definitely possible," Crooks said this week, commenting on the likelihood of replicating Iowa State's 2024 run. "I think for me it just amplified me personally, and also us as a team. Any success that I have is the team’s success, not necessarily about individual things."

The Princeton bench celebrates a basket during the 2024 March Madness tournament.
Princeton and Iowa State will tip off March Madness's First Four round on Wednesday. (Keith Gillett/Icon Sportswire via Getty Images)

How to watch Women's March Madness First Four games

Stepping into Wednesday's spotlight are Princeton and Iowa State, who will take the court at 7 PM ET before UC San Diego takes on Southern at 9 PM ET.

Then on Thursday, Washington will face Columbia at 7 PM ET, with William & Mary's match against High Point wrapping up the First Four round at 9 PM ET.

Both Wednesday matchups will air on ESPNU, with ESPN2 carrying live coverage of the Thursday clashes.

2026 NWSL Expansion Team Denver Unveils Stadium Plans

A rendering looks in at Denver's new NWSL stadium.

The 16th NWSL team in Denver will kick off its 2028 season in a home of its own design, with the incoming expansion club announcing plans for a new 14,500-seat, purpose-built stadium on Tuesday.

"This will be the largest overall investment in a women’s professional sports team in history," said controlling owner Rob Cohen in a team release. "It will provide our club, our fans, our partners, and our community with a state-of-the-art stadium that will provide us a distinct home-field advantage and will serve as the most inclusive environment in all of Colorado." 

The team — set to debut in 2026 — will play its first two seasons in a temporary venue while the new stadium remains under construction.

Positioned inside Denver city limits at Santa Fe Yards, the stadium complex will include a 3.5-acre park and mixed-use development, all accessible via the Broadway Light Rail station.

The blueprints also incorporate the ability to expand beyond the stadium’s initial 14,500 seats, with the team interested in eventually extending the capacity closer to 20,000 fans.

"This announcement is a game-changer for the NWSL and a bold statement about where women’s sports are headed," said league commissioner Jessica Berman. "Santa Fe Yards will set a new standard for what professional athletes deserve.

"Denver is helping to shape the future of women’s soccer, and we can’t wait to see the impact this world-class venue will have on players, fans, and the community."

Denver joins other NWSL clubs pursuing custom stadiums

Denver’s stadium project follows in the footsteps of Kansas City’s first-ever purpose-built NWSL stadium, which opened its doors alongside the Current's 2024 NWSL season opener.

Meanwhile, fellow 2026 expansion side Boston is in a stadium race of their own, with the club currently in an ongoing struggle to redevelop White Stadium using both public and private funds.

Boston is currently defending the redevelopment in court, as both local political tensions and renovation costs continue to rise.

While Denver has yet to confirm its funding sources, Cohen told ESPN that "it is the ownership group’s intent that we will pay for and build the stadium."

Soccer-specific stadiums in the US come at a premium, but Denver’s immediate large-scale investment showcases just how far prospective teams are willing to go for a seat at the NWSL table.

March Madness Ad Sales Skyrocket as Brands Flood the Women’s Sports Market

Basketball sit on a March Madness branded stand before a 2023/24 NCAA tournament game.
Ad rates surrounding Women’s March Madness have ballooned over the last four seasons. (Eakin Howard/Getty Images)

Securing a Women’s March Madness ad spot has never been tougher, with Disney and ESPN reporting a 200% year-over-year rise in total ad sales, with an impressive 95% of the 2024/25 NCAA tournament's overall inventory already sold.

Ads for April 6th's championship game completely sold out over three months ago, as brand interest surges alongside women's college basketball's skyrocketing viewership.

With some of the championship spots topping $1 million, Disney Advertising now puts those seven-figure March Madness ad rates on par with the cost of advertising during the NBA Finals or College Football Playoff National Championship game.

LSU star Flau'jae Johnson spins a basketball in a 2025 March Madness Powerade ad.
Official NCAA drink sponsor Powerade is one of many brands buying into women's sports. (POWERADE)

Brands race to buy ad space in women's sports

Revenue and impact generated by women’s basketball advertising has been on the rise all season, fueling the race to buy into one of the year's biggest sports moments.

While 45 new brands hopped on the March Madness train this year, previous brands returned with even bigger budgets, increasing their 2025 spending by an average of 81%.

"We actually had to strategically fight to not sell out sooner," Disney Advertising VP of revenue and yield management Jacqueline Dobies told AdWeek. "We intentionally wanted to carve out space for as many of our brands as possible and be as inclusive as possible for this particular property."

"If we would have taken every single dollar and unit we had been offered, we would have sold out before the upfront was even over."

As advertisers continue to elbow their way into the space, expect the March Madness uptick to spill over into future events across women’s sports — especially as brands who are late to the party scramble to buy in.

"A lot of years ago, the question was: 'How do we convince brands to buy women’s sports?'" noted Dobies. "That’s not the conversation anymore. It’s: 'How do we make space for everybody?'"

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