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- ESPN’s current deal for a package of NCAA championships is reportedly worth US$34 million per year
- NCAA president Charlie Baker previously said a decision on women’s basketball tournament rights would be made at the end of the year
The National Collegiate Athletic Association (NCAA) has recommended a restructure of its media and sponsorship rights ‘tied to Division I Men’s Basketball’, which would allow for a ‘dramatic’ increase in content and sponsorship opportunities for the women’s basketball tournament.
The US college sports organisation is preparing to put its media rights on the market, with its current contract with ESPN expiring at the end of the 2023/24 academic year. The deal is reportedly worth US$34 million per year and allows the Disney-owned network to broadcast all of the Division I championships except for men’s basketball, golf and American football.
A recently concluded state-of-business review produced by Bain & Company suggested the NCAA restructure its rights, help members self-produce their events, and create a single digital hub for liver coverage.
The federation has also been urged to consider a different channel for those who want to watch some of its less visible championships and, potentially, for some of its member organisations’ conference championships. The NCAA was also advised to be more creative in how it presents and commercialises its championships and to develop a stronger digital relationship with its fanbase.
Other key findings of the review also included the major pressures facing the NCAA, including the ‘existential threat’ traditional media partners are facing to their respective businesses. The organisation was also warned about the increasing number of options for young athletes to skip college completely and be paid to play their sport, which would include the likes of the National Basketball Association (NBA) G League or Overtime Elite competitions.
Other recommendations made to the NCAA included the need for an ‘accountable and transparent framework’ in place on name, image and likeness (NIL) deals by the end of the year, as well as greater education and support for student athletes on both the impact of betting and risks of social media.
“College sports remains in a period of dramatic transformation, and the NCAA must evolve in response to and anticipation of these changes,” said NCAA president Charlie Baker. “We can no longer pretend things are as they always have been — and our new way of doing business will ready the national office to move forward with urgency, purpose and a plan.
“I believe the results of this review provide a compelling and detailed vision that every NCAA action should anchor to.”
SportsPro says…
The NCAA has long known that the women’s basketball tournament rights are significantly undervalued, with a report commissioned by the organisation suggesting it could seek US$100 million a year alone in media rights revenue.
Following the end of this year’s tournament, Baker said in April that the federation has a “giant opportunity” to consider unbundling it from the media package currently owned by ESPN, adding that a decision would come by the end of the calendar year.
Having not assumed his position for long, all eyes will be on Baker as he plans his approach towards the upcoming media rights negotiations. Regarding the rest of the review, he now has the green light to pursue numerous changes, especially regarding legislation surrounding NIL-related issues.
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