The women’s NCAA basketball division will use March Madness branding for its spring tournament, a phrase previously reserved for the men’s tournament.
The move follows an external investigation to determine the state of gender equality between the men’s and women’s NCAA basketball divisions. Disparities between the weight room facilities for men and women sparked online outrage at the tournament in March, as the women had only one set of weights and some yoga mats while the men had a large room filled with weightlifting equipment.
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“The brand recognition that March Madness carries will broaden marketing opportunities as we continue that work to elevate the women’s basketball championship,” said Lynn Holzman, vice president of women’s basketball.
Let me put it on Twitter too cause this needs the attention pic.twitter.com/t0DWKL2YHR
— Sedona Prince (@sedonaprince_) March 19, 2021
The men’s and women’s divisions will also scrap previous tournament budgets to formulate new ones each year that the NCAA must approve.
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“The move is designed to show where justifiable differences in the allocation of championship financial resources exist and are appropriate, with an eye toward increasing opportunities for planning collaboration and cross-promotion, as well as making the two championships more financially equitable,” the statement said.
