The NCAA Women’s Basketball Tournament will begin using “March Madness” in marketing and branding starting this season.
The use of the phrase, which has been associated with the men’s tournament for years, was one of the recommendations emerging from an external review of tournament gender issues. The report released in August was sparked by outrage over disparities in equipment such as the limited weight room available for women’s teams compared to men.
It’s still unclear exactly how March Madness will fit into the women’s tournament, but putting the tagline on the pitch would be a possible starting point. Last season’s tournament simply had âWomen’s Basketballâ on its ground.
âWomen’s basketball has grown tremendously over the past few years, and we remain focused on our priority to improve and develop the game,â said Lynn Holzman, vice president of women’s basketball. “March Madness’s brand recognition will expand marketing opportunities as we continue this work to elevate the women’s basketball championship.”
The Division I Women’s Basketball Oversight Committee unanimously supported adoption of the sentence.
“This is just the start when it comes to improving gender equity in the way the two Division I basketball championships are organized,” said Lisa Campos, committee chair. “The addition of the March Madness brand to the Division I women’s basketball championship will improve the development and public perception of the sport, and the oversight committee looks forward to its work in responding to further recommendations through the structure of. governance in order to continue these efforts. “
Another potential change that could come would be to expand the tournament field from 64 teams to 68 teams to tie the men’s bracket.
The NCAA also announced Wednesday that the national office will start from scratch to determine budget spending for the tournament’s two teams instead of adjusting prior year’s budgets. This move will help show where the differences in resource allocations occur in the two tournaments and potentially increase the chances of cross promotion. He will also try to make the two championships more equitable financially.
This year’s Women’s Final Four is in Minneapolis.
FILE – Oregon goalie Will Richardson, right, walks past Southern California goaltender Tahj Eaddy (2) during the first half of a Sweet 16 game of the Men’s College basketball tournament NCAA at Bankers Life Fieldhouse in Indianapolis this Sunday, March 28, 2021, file photo. The NCAA Women’s Basketball Tournament will use March Madness in marketing and branding starting this season. The use of the phrase, which has been associated with the men’s tournament for years, was one of the recommendations of an external review of tournament gender issues released in August. (AP Photo / Darron Cummings, file)