The first two rounds of the women’s NCAA tournament broke attendance and viewership records set just last year – and it wasn’t even close. 

The NCAA announced on Tuesday that attendance for the first two rounds of the tournament was more than 292,000 – up from last year’s record, when almost 232,000 fans attended the first two rounds.

Among the host sites, Iowa had the biggest crowds with nearly 29,000 fans packing Carver-Hawkeye Arena in the first and second rounds. 

"We expected the historic success and quality of play and high level of competition from the regular season would carry through into March Madness. Our championship is again delivering," NCAA vice president of women's basketball Lynn Holzman said in a statement. "Record crowds, ratings, incredible performances and evolving storylines will continue to make the next two weeks a must-see for fans across the world."

And for those that couldn’t attend the sold-out Iowa games, they watched on television. Monday’s matchup between Iowa and West Virginia drew 4.9 million viewers, setting a record for a women’s D-I tournament game prior to the Final Four. 

It is also the third most watched tournament game in the last 20 years, behind last year’s national championship between LSU and Iowa (9.92 million) and Iowa’s Final Four win over South Carolina (5.6 million).

Iowa’s game against Holy Cross in the first round drew 3.23 million viewers. 

But it wasn’t just Iowa drawing big viewership. ESPN’s five games on Monday averaged 2.25 million viewers. UConn and Syracuse drew 2.05 million viewers while LSU and Middle Tennessee on ABC drew 2.01 million viewers on Sunday. 

The full, 16-game slate for the second round averaged 1.4 million viewers – a 121% increase from last year and the highest average ever for the second round.

The full tournament so far is averaging 812,000 viewers per game, a 108% increase from last year.

The Portland Thorns inked a multiyear sponsorship deal with home security company Ring this week, marking the most lucrative jersey partnership in NWSL history.

While exact terms were not disclosed, sources confirm that the sum surpasses Bay FC's $2.6 million per-year contract with Sutton Health, as well as Gotham FC's similarly undisclosed Dove sponsorship, reported as a league record last week.

"Working with Ring goes beyond logo placement— it's about deepening our connection with fans and enhancing their experience," said Lisa Bhathal Merage, governor of Portland Thorns and Portland WNBA, in a team release.

"Ring's vision aligns perfectly with our mission to bring fans closer to the team and the game. This collaboration provides unprecedented access and strengthens the bond between our players, fans, and city while continually elevating the fan experience.”

In addition to jersey placement, Amazon-owned Ring will also feature on Portland's cold-weather jackets and media backdrops. Ring also plans to engage in several community initiatives.

Brand partnership deals surge in value across the NWSL

NWSL branding deals are skyrocketing in value, with Gotham FC announcing the a then-record back-of-jersey deal in league history with Dove just last week.

Angel City broke the previous front-of-jersey value record in 2022, as their partnership with DoorDash reportedly brought in over $10 million over the course of a five-year deal.

The race to the top doesn’t stop on the field, as brands increasingly buy into the vision of women’s sports with evaluations skyrocketing and visibility higher than ever.

The WNBA’s 14th franchise is gearing up for its 2026 debut, with the Toronto Tempo introducing former WNBA and NCAA star Monica Wright Rogers as their inaugural general manager on Thursday.

A two-time WNBA champion with the Minnesota Lynx and three-time collegiate All-American at Virginia, Wright Rogers’s resume lists coaching and front office stints at both the college and pro level. She most recently served as the Phoenix Mercury’s assistant general manager.

“The unique combination of experience that Monica will bring to this team is incredible. She’s a proven champion who understands the game from so many different perspectives,” said Toronto Tempo president Teresa Resch in a team release.

“And she’s so much more than the collection of her experiences. Monica is an incredible relationship-builder with a sharp eye for talent who embodies everything we want the Toronto Tempo to stand for: she’s warm, welcoming, smart, driven and fiercely competitive. We couldn’t be more thrilled to have her on board.”

Wright Rogers adds WNBA experience to Toronto expansion team

The WNBA announced its first-ever expansion into Canada in May 2024.

An investment group led by Toronto billionaire Larry Tanenbaum and his Kilmer Sports Ventures filed the WNBA expansion bid. Tanenbaum also chairs Maple Leaf Sports & Entertainment, which owns the Toronto Maple Leafs, Raptors, Toronto FC, Argos, and Marlies.

Tanenbaum originally explored an expansion team via MLSE, but was turned down by other members of the board. 

Wright Rogers will lead basketball operations for the Tempo, including hiring a head coach and building out the inaugural roster.

“The excitement about this team, and around women's sports in general in Canada right now is palpable,” Wright Rogers said. “To have the opportunity to play such a key role in building this team in this country at this moment is an honour”

“Sports fans around the world should keep an eye on us,” she added.

Unrivaled 3×3 Basketball tips off another round of doubleheaders tonight, as the offseason league paves a path toward its first-ever postseason with an Unrivaled playoffs push.

Unrivaled is entering its fifth week of play, with three weeks remaining in the regular season. And as just four of the league’s six teams will advance to the March 16th Unrivaled playoffs, notching late wins could make all the difference for squads shooting for a postseason boost.

After slow starts, the Mist and Phantom BC currently sit one game beneath playoffs contention​ — but they’ll both have an opportunity to make up ground this weekend.

In the event of any final regular-season ties, Unrivaled will subsequently determine playoff seeding first by head-to-head records, followed by point differentials.

Offseason league announces end-of-season awards

The league also announced plans for its end-of-season awards, which will include MVP, Defensive Player of the Year, Coach of the Year, and both first and second-team honors.

A combination of media, Unrivaled coaches and players, and a fan vote will decide the winners.

Voters can now nominate three Unrivaled MVPs online, ranking them in order of preference. Voting closes on Tuesday, March 11th at 3 PM ET, with the winners announced shortly thereafter.

How to watch Unrivaled 3×3 playoffs push this Weekend

The Mist take on fourth-place Vinyl BC tonight at 8:15 PM ET, live on TNT, before Phantom BC squares off against Vinyl BC on Saturday at 7 PM ET, with live coverage on TruTV.

The USWNT hit the ground running on Thursday, taking down Colombia 2-0 to kick off the 2025 SheBelieves Cup with a bang.

Catarina Macario opened the scoring in the 33rd minute with her first international goal in almost three years, before 21-year-old Ally Sentnor put the game out of reach at the 60-minute mark with her first-ever international tally.

"Everybody is super happy, super proud, and I'm sure everybody back at Chelsea is too," US head coach Emma Hayes said of Macario’s strike, as the forward continues her long return from injury.

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USWNT rookies show out

Hayes’s decision to feature less experienced players in the match paid off, with the winning side bolstered by numerous first caps, starts, and a screamer of a goal for the world No. 1 team.

In just her third cap and first start for the senior national team, Sentnor's efforts earned her praise from Hayes, who called the young attacker's performance "tenacious on both sides of the wall."

Also excelling in her first USWNT start was 17-year-old Lily Yohannes, who lofted the ball forward in pursuit of Macario’s opening goal and stood out as the most creative passer within a US midfield that completed over 500 passes.

"She's really switched on and someone who understands the importance of doing everything for the team and for that I really admire her," Hayes said after the match.

Hayes also continued her efforts to mint new USWNT players with a trio of first caps in Thursday's match. While forward Michelle Cooper and defender Gisele Thompson snagged their first USWNT minutes as late substitutes, center-back Tara McKeown grabbed a starting spot, then capitalized on the opportunity by registering an assist to set up Sentnor's jaw-dropping goal.

Hayes has emphasized the need for the USWNT to develop its future, but Thursday’s performance showed that the future might be closer than originally expected — especially considering the big names missing from this window’s USWNT roster.

Sonnett celebrates 100th USWNT cap

Alongside all the noteworthy firsts, the USWNT also had the chance to celebrate its veteran leadership on Thursday.

Prior to the match, the team honored Emily Sonnett for her 100th cap before the versatile defender captained the squad as a starting center-back on the night.

Notably, Sonnett's USWNT tenure includes competing in all 10 iterations of the SheBelieves Cup — more than any other player.

USWNT to face Australia in second SheBelieves match

Now sitting in second in the SheBelieves Cup standings, the USWNT trails only Japan due to goal differential after the Nadeshiko toppled Australia 4-0 on Thursday afternoon.

The struggling Matildas, who failed to register a single shot on goal against Japan, must now face the seven-time SheBelieves champion USWNT in Arizona on Sunday — a team Australia has only defeated once in the pair's 35 all-time meetings.

The last time the teams met, the US defeated the Matildas 2-1 in the final group stage match of the 2024 Olympics to advance to the quarterfinals.

This time out, expect heavy roster rotation from Hayes's squad as players look to stay healthy for their club seasons, with some still ramping up to full fitness before the 2025 NWSL season.

How to watch the USWNT vs. Australia in the SheBelieves Cup

The USWNT kicks off against Australia in the 2025 SheBelieves Cup at 5 PM ET on Sunday, with live coverage on TBS, Max, and Peacock.