The Caitlin Clark Effect: NCAA Women's Tourney Draws Major Brand Attention

March Madness 2024 shattered records, with 18 million people watching the title game. But something else was different about this tournament: female athletes gained unprecedented ad attention, with digital engagement surging simultaneously. US brands spent ninety times more on ads tied to female NCAA players in 2024 than they did in 2022. 

And who do we have to thank for this? Many attribute the new media frenzy to the influence of Caitlin Clark, a rising star and hugely impressive basketball player for the Indiana Fever. Ads in 2024 featuring Clark accounted for approximately 75% of branded endorsement spend. 

But it’s not just NCAA women's athletes reaping the benefits — overall digital advertising spend for March Madness continues to reach new heights, with spend up 80% year-over-year (YoY) in 2025 (compared to 60% YoY growth in 2023). Major players like Capital One are driving a large amount of this growth, with the well-known financial services company increasing its US ad spend by 30x in 2024. Warner Bros Discovery, whose subsidiary Max became an official streaming partner for the men’s tournament, trailed closely behind, with its spend up 25x. 

Streaming services are another beneficiary of the cultural moment, with daily active users on apps that streamed the matches up 45% during the 2024 tournament. It’s abundantly clear that heightened interest in women athletes is fueling new opportunities for growth within digital advertising, especially around March Madness. Brands that want to capitalize on the new landscape must keep their finger on the pulse of new cultural trends, and pay close attention to the creative themes driving engagement. 

Don’t miss your shot — download the full report, “Bracket buster: NCAA Women’s tournament fuels streaming and ad growth” to access crucial insights that will refine your strategy.