2024 NCAA Women’s Championship
The 7th Annual Awards
- Best Women’s Sports Content
ABOUT THIS ENTRY
Too often, women’s basketball faces undue criticism for not being like the men's game. However, this year, women's basketball viewership has soared to record-breaking numbers, even surpassing men's games.
Before these remarkable statistics emerged, we felt the need to unapologetically address the discrimination and celebrate the players' achievements in our piece. We knew this year was special and wanted to honor the incredible players who paved the way and highlight the emotions and stories of the teams entering the Final Four and the Championship.
How does this represent "Excellence in Engagement"?
This piece is one important piece in the puzzle of the increase in viewership and the flagship piece to represent this programming. Multiple groups came together to have it air and stream – event production, marketing, music, and social networking. This successful venture inspires future collaborations between departments, as well as with music group and artists.
Most importantly, the increase in viewership puts the women’s NCAA tournament production on the map for receiving funding, which is a fraction of what is received by it’s male counterparts, as well as an increase in programming time on air.
Promoting women's sports is not just about the present; it's about shaping the future of the industry. By supporting and watching these events, we are contributing to a more inclusive and diverse sports landscape.
Objective
Too often, women’s basketball faces undue criticism for not being like the men's game. However, this year, women's basketball viewership has soared to record-breaking numbers, even surpassing men's games.
Before these remarkable statistics emerged, we felt the need to unapologetically address the discrimination and celebrate the players' achievements in our piece. We knew this year was special and wanted to honor the incredible players who paved the way and highlight the emotions and stories of the teams entering the Final Four and the Championship.
Caitlyn Clark is an extraordinary talent, but many other amazing players have also significantly contributed to the sport in the past and this season. When Clark's team, Iowa, made it to the finals against undefeated South Carolina, it created an electrifying atmosphere, with South Carolina's championship win cementing them as a modern-day dynasty.
We wanted to create an appreciation and recognition of women's sports. We hope our work encourages more people to respect and recognize the incredible talent and dedication of female athletes. We remain committed to advocating for equality in sports coverage and celebrating the greatness of these athletes.
Strategy & Execution
This piece was crafted to set the tone and story for our larger program and draw in viewers. It aired on the network and had a coordinated cross-promotion online to maximize viewership and highlight the game's importance. It used elements from a larger marketing campaign create synergy.
From the beginning, we knew we wouldn't know the finalists until the end of the tournament, so we planned the elements with a short turnaround in mind. The set, video, script, and music were designed to expand and contract, allowing us to tell the story dynamically as it unfolded. We aimed to keep it timely for fans while making it engaging and informative for new viewers.
We used a pre-released music track set to hit radio/streaming shortly after the piece aired. The track featured popular singer Sia and the legendary Chaka Khan, who recently joined the Hall of Fame and provided the voiceover. This blend of new and older elements perfectly matched the piece's tone and theme. We aimed to appeal to youth and music fans without dumbing down the content. A concert-style set was used to create a visually appealing video carrier that seamlessly blended new and older video elements.
Credits
Kate Jackson
Executive Producer
ESPN
Sara Gaiero
Executive Producer
ESPN
Lauren Collins
Producer
ESPN
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
