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From EuroLeague to LPGA, women’s sports are having a TV moment

Fenerbahce's team celebrates on the podium after winning the EuroLeague basketball final. (Photo by MICHAL CIZEK/AFP via Getty Images)

Women’s sports television viewership continues to grow, with the EuroLeague and LPGA the latest examples of the boom.

The EuroLeague shattered previous highs for engagement in 2022-23, reaching 3.4 million engagements and 124 million impressions for the season. Video views also increased on their YouTube channel, nearly doubling from 25 million in 2021-22 to 48 million this year.

Among the causes for the EuroLeague’s rise is a “rapidly expanding interest from the USA,” according to FIBA. Not only was the U.S. ranked first in the EuroLeague’s audience demographics, surpassing Turkey and Spain, but their use of the league’s website increased by 133 percent in 2022-23.

“We are extremely proud to see the continued rise in popularity of EuroLeague Women. The increased digital growth shows that there is a dedicated and passionate audience that keeps building,” said FIBA Executive Director Europe, Kamil Novak.

“As always, we must continue to push forward in order to reach greater heights and help raise the profile of the women’s game in line with FIBA’s key strategic pillars.”

Meanwhile, the Chevron Championship this past weekend — the first LPGA major of the year — was the most-watched edition of the tournament since 2010. It was also NBC Sports’ most-watched Chevron Championship on record.

The final round on NBC averaged 941,000 viewers, peaking at 1.54 million as Lilia Vu defeated Angel Yin in a one-hole playoff. It was the top-rated sports program on NBC for the week, featured among the top programs for the week across all broadcast networks and was among the top 10 sports broadcasts on Sunday — despite competing against the NBA and NHL playoffs.

The viewership also marked a considerable jump from last year, when the tournament drew 349,000 average viewers on the Golf Channel.

The positive numbers are a reflection of the overall growth in women’s sports attendance and viewership, with the most recent NCAA Women’s Basketball Tournament shattering TV records in women’s college basketball.