LSU forward Angel Reese (10) shows lowa guard Caitlin Clark (22) her ring finger during final seconds of the NCAA Women's National Championship basketball game in Dallas, Sunday, April 2, 2023. Zach Boyden-Holmes/The Register
Title IX of the Education Amendments of 1972 states, “No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance.” This mandate aims to ensure gender equality in all educational programs, including athletics. However, a critical examination of the NCAA's practices raises significant questions about whether it is genuinely following Title IX's requirements.
One major issue is the stark lack of media representation for female athletes compared to their male counterparts. Dan Cohen, from Octagon's media rights consulting division, highlighted that stakeholders in the sports industry are starting to see women's sports as a significant growth opportunity (Strauss & Hensley-Clancy, 2021). Despite this recognition, women's sports still receive a fraction of the media coverage. In 2022, women’s sports garnered only 15% of sports media coverage, according to Forbes. While this was an improvement from previous years, it still represents a gross imbalance (Darvin, 2024).
The situation is exacerbated by the quality and timing of the media coverage women’s sports do receive. For example, ESPN has repeatedly scheduled the NCAA Women’s Basketball Championship game in non-primetime slots, such as Sunday afternoons, which are less likely to attract large audiences (Darvin, 2024). This practice significantly limits the visibility and, consequently, the revenue potential of women’s sports.
Beyond media coverage, there are substantial financial disparities in how the NCAA funds male and female athletic programs. NPR reported that the NCAA spent $4,285 per participant for men’s Division I and national championship events, excluding basketball, compared to $3,000 per participant for women’s events in the 2018-19 season (Diaz, 2021). This discrepancy highlights a broader issue of unequal resource allocation.
Further analysis by NPR revealed that the NCAA perceives men’s championships in sports like baseball, basketball, ice hockey, lacrosse, and wrestling, as primary revenue generators, often at the expense of women's championships (Diaz, 2021). The disparity in spending and staffing for these events leads to unequal experiences for student-athletes, with women receiving fewer resources and less exposure, which ultimately impacts their ability to generate revenue.
Title IX mandates equal treatment and opportunities for male and female athletes, yet the NCAA’s practices suggest otherwise. The disproportionate investment in men's sports perpetuates a cycle where women’s sports receive less media coverage and fewer resources, leading to lower revenue generation. This cycle must be broken to achieve true gender equity in collegiate athletics.
The NCAA's actions reflect a broader cultural issue where female athletes are often seen as less valuable than their male counterparts. This perception is not only unfair but also legally problematic under Title IX. As NPR pointed out, corporate sponsorships and associated benefits are disproportionately directed towards men’s championships, enhancing their "look and feel" and further entrenching the financial divide between male and female sports (Diaz, 2021).
To align with Title IX, the NCAA needs to re-evaluate its funding and media strategies. Increasing investment in women's sports, improving the quality and timing of their media coverage, and ensuring equal resources for championship events are essential steps. Only then can the NCAA claim to truly support gender equity as mandated by federal law.
While there have been recent strides toward equality, the NCAA still falls short of fully adhering to Title IX. The disparities in media representation and financial investment reveal a systemic issue that needs urgent attention.
References
Strauss, B., & Hensley-Clancy, M. (2021, April). Women’s sports can do at least one thing men’s can’t, experts say: Get bigger. Washington Post; The Washington Post. https://www.washingtonpost.com/sports/2021/04/01/womens-sports-growth-ratings-business/
Darvin, L. (2024, February 20). Media Coverage For Women’s Sports Has Nearly Tripled In Five Years, According To New Research. Forbes. https://www.forbes.com/sites/lindseyedarvin/2023/10/31/media-coverage-for-womens-sports-has-nearly-tripled-in-five-years-according-to-new-research/?sh=7c67e7ba5ebb
Diaz, J. (2021, October 27). The NCAA’s focus on profits means far more gets spent on men’s championships. NPR. https://www.npr.org/2021/10/27/1049530975/ncaa-spends-more-on-mens-sports-report-reveals