March Madness is a stage built for stars – and in 2025, the brightest ones are women. From viral highlights to major NIL deals, women athletes are stealing the show, and the numbers back it up.

Names like Paige Bueckers, Flau’jae Johnson, and Hailey Van Lith haven’t just led their teams deep into the postseason, they’ve also dominated the conversations across social media, marketing, and culture. These athletes have become household names not just because of their elite play, but because they embody a new era of athletes: charismatic, marketable, and deeply connected to fans, especially through social media.

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In a landscape once dominated by the men’s tournament (remember, women weren’t even allowed to use the “March Madness” branding until 2022), women’s basketball is now driving the online conversation. Case in point: the UConn Huskies. According to Zoomph, UConn generated a staggering 15.7 million impressions and 872,000 engagements in the first two rounds, outpacing every single men’s team except for Duke.

4 of the 5 most followed 2025 March Madness stars on Instagram are women, and the cumulative social media following of women’s players is 3x larger than that of the men’s field – and brands are paying attention. When it comes to Name, Image, and Likeness (NIL) deals, women athletes aren’t just holding their own; they’re outperforming many of their male counterparts. Paige Bueckers reportedly holds more than 25 major brand deals with names like Verizon and Gatorade. Juju Watkins boasts over 20 partnerships, including with State Farm, Degree, United Airlines, and Nike. On the men’s side, the top NIL earner is reportedly Duke’s Cooper Flagg with just 6 deals. Opendorse data shows that NIL earnings in women’s basketball are up 67% since July, an increase fueled by the social capital that women athletes have built beyond the court.

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This surge in brand interest signals more than just temporary buzz; it’s a reflection of long-term fan demand and commercial potential. In today’s market, brands prioritize engagement over traditional viewership metrics, and women athletes are delivering in a big way. It’s part of a broader shift in women’s sports: fans want more access, more coverage, and more storytelling. The result? More stars, more engagement, and a growing wave of investment.

The 2025 women’s tournament isn’t just a competition – it’s a cultural moment. As the brackets narrow and the spotlight intensifies, one thing is undeniable: women aren’t just a part of March Madness; they’re defining it. These athletes know their power, on and off the court, and they’re reshaping the future of basketball in real time.

Caroline Fitzgerald is a contributing writer for TOGETHXR.com and a leading expert in women’s sports business and gender equity. A Sports Business Journal "2024 Power Player in Women's Sports," she covers the forces shaping the industry’s next era of growth.

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