Dawn Staley Calls for NCAA to Reevaluate How It Values Women’s Basketball
South Carolina head coach Dawn Staley has long been a trailblazer in women’s basketball. A Hall of Famer, Olympic gold medalist, and national championship-winning coach, she has consistently used her platform to advocate for equity in the sport. One of her most pressing concerns has been the way the NCAA treats women’s basketball in comparison to the men’s game.
Her latest call to action came in response to disparities in treatment between men’s and women’s basketball players during NCAA tournaments. In 2021, the inequities were particularly glaring, sparking outrage across the sports world. Staley, never one to shy away from speaking truth to power, voiced her frustrations clearly:
“The real issue is not the weights or the ‘swag’ bags; it’s that they did not think or do not think that women’s players ‘deserve’ the same amenities as the men.”
This statement encapsulates the broader issue at hand. It’s not just about one tournament’s weight room setup or differences in gear—it’s about the systemic undervaluing of women’s sports by the NCAA and the larger sports industry.
A Longstanding Issue
The disparities between men’s and women’s collegiate athletics have existed for decades, but the NCAA’s handling of its marquee basketball tournaments in recent years has brought the issue into the national spotlight.
In 2021, Stanford performance coach Ali Kershner posted images comparing the weight room setups for men’s and women’s teams during the NCAA basketball tournament. The men’s teams had a full gym setup, while the women’s teams were given a single small rack of dumbbells and yoga mats. Similarly, differences in food, gear, and even COVID-19 testing protocols further highlighted how the NCAA was failing to provide equal treatment.
While the NCAA later apologized and pledged to do better, Staley made it clear that the issue runs deeper than just logistical oversights.
“This isn’t just about weights,” she said. “This is about how we are valued.”
Her message was clear: Until the NCAA starts viewing women’s basketball as equally important and worthy of investment, these disparities will continue.
The Business of Women’s Basketball
One of the most common arguments against equal treatment in women’s sports is that men’s basketball brings in more revenue. The NCAA’s television deal for March Madness, for example, generates billions of dollars, largely driven by the men’s tournament. However, this argument ignores the fact that women’s sports, when given proper investment, have demonstrated significant growth and financial viability.
Viewership for the women’s NCAA tournament has been climbing steadily. The 2023 championship game between LSU and Iowa shattered previous records, drawing 9.9 million viewers—more than the average NBA game that season. In 2024, South Carolina’s dominant run to another national title further cemented women’s basketball as must-watch entertainment.
Merchandise sales, social media engagement, and ticket revenue have all increased in recent years. Yet, the NCAA continues to undervalue women’s basketball, failing to market it with the same intensity as the men’s game.
Staley believes that the lack of investment is a self-fulfilling prophecy:
“They say we don’t make enough money, but how are we supposed to when they don’t put the same resources into us? If you market us, if you invest in us, we will produce.”
Fighting for Change
Staley’s advocacy isn’t just about words—it’s about action. Over the years, she has consistently fought for better conditions for women’s basketball players.
- She was one of the first coaches to call out the NCAA’s inequities in real-time, forcing them to address the issue publicly.
- She has pushed for higher coaching salaries in the women’s game, ensuring that top talent stays in the sport.
- She has fought for better scheduling, media coverage, and investment in women’s college basketball.
Her leadership has not gone unnoticed. Other high-profile coaches, including UConn’s Geno Auriemma and LSU’s Kim Mulkey, have echoed similar sentiments, and players at both the college and professional levels have been more vocal about demanding change.
What Needs to Change?
Staley and other advocates believe that true change will only happen if the NCAA makes structural adjustments to how it handles women’s basketball. Some key areas of improvement include:
- Equal Facilities and Resources: Women’s teams should have the same quality of weight rooms, dining options, and travel accommodations as men’s teams.
- Better Marketing and Promotion: The NCAA must put the same energy into promoting the women’s tournament as it does the men’s. That means better TV slots, social media campaigns, and branding opportunities.
- Revenue Distribution: The NCAA’s television contracts and sponsorship deals should allocate more funding to support women’s sports, ensuring long-term growth.
- Leadership Representation: More women, particularly former players and coaches, should be involved in decision-making roles within the NCAA.
The Path Forward
Despite the frustrations, Staley remains hopeful about the future of women’s basketball. She has seen firsthand how far the game has come, from her days as a player at Virginia to leading South Carolina to multiple national championships. The momentum behind women’s sports is undeniable, and with continued pressure from players, coaches, and fans, the NCAA will be forced to evolve.
“If we keep pushing,” she says, “they’ll have no choice but to listen.”
As women’s basketball continues to grow in popularity and influence, the NCAA must recognize that treating female athletes with respect and equality isn’t just the right thing to do—it’s also good business. And thanks to leaders like Dawn Staley, that change is closer than ever.