March Madness is officially here, and for the first time ever, it includes the women’s tournament. 

After last year’s weight-room debacle, the NCAA finally caught up with the times and expanded its March Madness branding beyond the men’s contest, making this year’s women’s tournament a first-of-its-kind. 

Some may say the new name is merely a cosmetic fix-up, a way to paper over the NCAA’s past missteps. I’d argue it’s the start of a new era in women’s college basketball, one in which we move away from treating the sport like a charity at best and an afterthought at worst, and instead realize the massive potential that’s waiting to be seized.

@sedonerrr it’s 2021 and we are still fighting for bits and pieces of equality. #ncaa #inequality #fightforchange ♬ original sound - Sedona Prince

Last year, the NCAA was rightfully put on blast by players, coaches, journalists and fans for the egregious inequalities between its men’s and women’s basketball tournaments. The men had a full multi-station weight room in their bubble. The women had a single rack of hand weights. The women’s food and swag bags were likewise inferior. 

The most outrageous part of the entire situation was the NCAA’s inability to foresee the backlash. They somehow thought it wouldn’t be an issue. The governing body of college sports didn’t care about the women’s tournament, and they assumed most fans wouldn’t either.

But these fans proved them wrong, not only in voicing their universal outrage, but by consistently showing up for the games themselves. 

Last year’s championship game between Arizona and Stanford averaged 4.1 million viewers, making it the most-watched finals since 2014. As the final buzzer approached, nearly 6 million viewers watched the top-seeded Cardinal squeak by the Wildcats. The semifinal games were likewise up 20 percent over 2019 as part of the most-watched Final Four weekend since 2012. 

These numbers point to a larger issue, one that goes beyond puny weight rooms and lackluster swag bags. While we certainly have to hold the NCAA accountable when it fails to do the bare minimum, the bigger problem has always been its failure to grasp the business opportunity presented by women’s sports.

In the aftermath of last year’s controversies, media rights experts estimated that the women’s basketball tournament could be worth $100 million a year in media-rights fees alone starting in 2025 (when its current deal expires). The NCAA, instead, has bundled the women’s tournament with 28 other sports championships and sold them to ESPN in a package deal worth about $34 million a year.

The weight room garnered the headlines, but it’s this systematic undervaluing of women’s sports that really needs to change.

Last year, every game of the women’s tournament was aired nationally for the first time ever. ESPN also put the Final Four games on ESPN instead of ESPN2. Massive viewership followed. 

That upward trend continued this year, with the season opener between South Carolina and NC State drawing nearly 700,000 viewers, making it the most-viewed opening game since 2013. A February contest between South Carolina and Tennessee later drew 876,000 viewers, and that same week, ESPN announced it had already sold out of its ad inventory for this year’s tournament. 

These companies aren’t buying ads out of the goodness of their hearts. They understand the present value and the future potential of women’s basketball, and they want in on the action. 

We’ve come a long way since Sedona Prince’s viral TikTok blew the lid off of things last year. But in order to keep the momentum going, all of us — from the media, to brands, to athletic institutions — need to start talking about women’s basketball not as a charity in need of baseline support, but as a historically undervalued asset that is ripe for investment. 

The NCAA might have only expanded its March Madness branding as a way to move past last year’s blunders. But whether the governing body of college sports realizes it or not, we’ve entered a new era in women’s sports. Fans and brands know it, and athletes are cashing in. From NIL deals for current college basketball players to million-dollar contracts for future NWSL stars, it’s clear the tide is starting to turn. 

March Madness is officially here. And with it, women’s sports is officially entering the era of big business. 

See you at tipoff.

Haley Rosen is the CEO and founder of Just Women’s Sports. Follow her on Twitter @RosenHaley.

Despite some mock drafts projecting her to go as high as the first pick in the second round of the 2025 WNBA Draft, TCU’s Sedona Prince did not earn an invite to the pro league on Monday night.

The move came after the 6-foot-7 center helped lead the Horned Frogs to the 2024/25 NCAA tournament's Elite Eight round.

Prince, who turns 25 years old next month, suited up for Texas, Oregon, and TCU during her seven-year NCAA career. Her run spanned multiple injury-induced redshirt seasons caused by a broken leg, torn elbow ligament, and a broken finger.

During Monday's ESPN broadcast, commentators noted that her age and injury record may have impacted Prince's WNBA prospects. They also directly brought up Prince's history of intimate partner violence and abuse allegations.

As reported both via social media and by The Washington Post, several women have accused Prince of abuse or sexual assault. Prince denies these claims and, to date, has never been charged with a crime.

Prince's complicated collegiate campaign also includes a viral 2021 social media post calling out gender inequities within the NCAA tournament. The post ultimately ignited top-line changes across college sports.

WNBA GMs weigh risk factors in drafting Prince

Like other undrafted athletes, Prince could still receive an invite to any of the 13 teams' training camps. Though the decision to offer her a preseason try-out remains complicated for WNBA front offices.

"You want to be fair about it and don't want to necessarily hold [the allegations] against her," one unnamed WNBA GM told ESPN’s Katie Barnes in a recent article detailing Prince’s draft prospects. "But from an organizational standpoint, you also have to be cautious and do your due diligence."

"We wouldn't touch it, but I think that everybody's at a different spot. Everybody has different information," another GM said. "But where we're at with this franchise, right, wrong, or indifferent, there's a risk associated and that's not a risk on someone's character that we'd take."

The Dallas Wings made arguably the easiest decision of the 2025 WNBA Draft on Monday night, selecting UConn guard Paige Bueckers as the overall No. 1 pick.

"I can't wait to play with that system, to play with that team, to embrace that new city," Bueckers told reporters. "To be in a place that you're loved and wanted, that's very important."

"Very early on it was Paige, and Paige only. She's such a special player," said newly hired Dallas GM Curt Miller.

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Bueckers bolsters revamped Dallas team

Bueckers has been the consensus No. 1 draftee since the start of the 2024/25 NCAA season. Top pick-holder Dallas subsequently spent the offseason assembling existing WNBA talent to complement their expected collegiate recruit.

Returning starters include Arike Ogunbowale and Teaira McCowan. Additionally, Miller brought on experienced players NaLyssa Smith, DiJonai Carrington, and Ty Harris.

"There's a new GM, new coach, new assistant coach, a whole new team," Bueckers said. "We're excited for that fresh start."

The 11th-place Wings ended last season on a nine-game losing streak. And with a 9-31 record, Dallas missed the 2024 WNBA Playoffs. The team now aims to right the ship in 2025 behind their new-look lineup and freshly minted franchise player Bueckers.

"She can take over a game when she wants to, but she has a great feel for getting others involved and that’s really special," said incoming Wings head coach Chris Koclanes.

"You put that next to Arike, and I feel together they'll be able to play off each other."

With a fully revamped roster and an upgraded arena and practice facility in the works, the Dallas Wings appear to be bypassing the traditionally slow rebuild and will instead hit the ground running in 2025.

After UConn superstar Paige Bueckers set the tone as the overall No. 1 pick, the rest of Monday night’s 2025 WNBA Draft played out without too many surprises, as teams stocked up on fresh talent from both home and abroad.

The Seattle Storm selected French phenom Dominique Malonga second, before the Washington Mystics took Notre Dame guard Sonia Citron at No. 3 and USC forward Kiki Iriafen at No. 4.

Incoming expansion team Golden State threw the night’s initial curveball with their first-ever draft pick, adding Lithuanian forward Justé Jocyté to the Valkyries' inaugural roster at No. 5.

However, Jocyté's availability remains a question mark, with the 19-year-old confirming her intent to join her national team for this summer's EuroBasket.

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Young stars earn first round selections at the 2025 WNBA Draft

The rest of Monday's first round showcased NCAA and international standouts alike, with teams prioritizing both skills, potential, and team fit as they strategized and vied to load their draft boards with top talent.

The exception to the original first-round lineup was Las Vegas, whose No. 10 pick was rescinded after a 2023 investigation found the Aces guilty of violating league policies.

• No. 6: Georgia Amoore (Kentucky) to the Washington Mystics
• No. 7: Aneesah Morrow (LSU) to the Connecticut Sun
• No. 8: Saniyah Rivers (NC State) to the Connecticut Sun
• No. 9: Sarah Ashlee Barker (Alabama) to the LA Sparks
• No. 10: Ajša Sivka (Slovenia) to the Chicago Sky
• No. 11: Hailey Van Lith (TCU) to the Chicago Sky
• No. 12: Aziaha James (NC State) to the Dallas Wings

With the 2025 WNBA season starting in just one month, the new draftees will soon be joining their pro teams in training camp, where final roster decisions will be made as franchises make difficult cuts en route to May 16th's opening tip-off.

"The WNBA is so unique with how powerful the talent is because it is so small," said Van Lith, who's set to link up with her former LSU teammate Angel Reese at the Chicago Sky this year. "It's a competition that I'm ready to embrace, that I'm excited to embrace."

Teen phenom Dominique Malonga officially introduced herself to US basketball fans during Monday's 2025 WNBA Draft, with the 19-year-old becoming the highest drafted French player in league history as the overall No. 2 pick by the Seattle Storm.

"I'm so proud just to show that today French basketball is at a level that we have never seen," she told reporters after her record-setting selection.

"She's a unicorn. She's one of one," Seattle head coach Noelle Quinn said of the 6-foot-6 teenager. "The thing that is very intriguing about her is the way that she's grown rapidly over the last few years.... She's 100% an amazing athlete."

Malonga's rapid rise to the WNBA

After turning pro at just 15 years old in 2021, Malonga's first international spotlight came during the 2024 Paris Olympics, when the then-18-year-old debuted as the youngest player on France’s silver medal-winning national team.

A nimble, athletic player with skilled shooting and marked versatility, Malonga went on to make waves last October as the first-ever Frenchwoman to dunk in a game.

"I would say that international FIBA basketball prepared me [on] toughness because it was always high-level games," Malonga added. "I think that it really helped me to be ready for the league."

Though not yet a household name in the US, Seattle is keeping an eye on the future by drafting a player whose generational talent could potentially set the bar in the WNBA.