Women's Basketball Fandom and Betting Surge with 'Caitlin Clark Effect'

NCAA tournament viewership, bracket participation, and sports betting on the women's game see significant increases in recent years.

Apr. 2, 2026 at 9:20pm

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A fractured, multi-perspective painting featuring angular, colorful shapes representing the players and court of a women's basketball game, with the ball and net as the central focus, conveying the sport's rising energy and excitement.The vibrant energy and dynamic movement of women's basketball is captured in a cubist-inspired illustration, reflecting the sport's growing popularity and cultural relevance.Portland Today

The popularity of women's college basketball has risen sharply in recent years, driven in part by the emergence of star player Caitlin Clark. Data shows increased viewership of NCAA tournament games, more people filling out women's basketball brackets, and a surge in sports betting on the women's game. Fans and teachers in Maine have noticed this growing interest, with more people watching, participating in bracket pools, and placing bets on the women's tournament.

Why it matters

The rise in women's basketball fandom and betting represents a significant shift in the sport's mainstream popularity and cultural relevance. It suggests that the women's game is gaining more attention and respect, which could lead to greater investment, media coverage, and opportunities for the players and teams. This trend also highlights the impact that a transcendent star like Caitlin Clark can have in elevating an entire sport.

The details

National data shows that women's basketball viewership, bracket participation, and sports betting have all increased in recent years. ESPN reported a 9% increase in first-round NCAA tournament viewers and a 3% increase in second-round viewers compared to the prior year. The ESPN Tournament Challenge also saw a 1% increase in women's bracket entries, up 67% from 2023. On the betting side, BetMGM reported a 35% increase in year-over-year money wagered on women's college basketball, as well as a 147% increase in bets and a 134% increase in betting handle between 2023 and 2024, which the company attributed directly to the 'Caitlin Clark effect'.

  • In 2023, a teacher at Cape Elizabeth High School started a women's NCAA tournament bracket pool, which has grown from 23 participants to 26 in the three years since.
  • In 2024, Iowa star Caitlin Clark became a household name with her highlight-reel play, leading the Hawkeyes to the national championship game and sparking a surge in interest in women's basketball.
  • Last year, the women's Final Four took place in Tampa, Florida, which Windham High School graduate Kelly Dubay attended.

The players

Caitlin Clark

The Iowa guard who became the all-time leading scorer in NCAA Division I basketball (men's and women's) and was the No. 1 pick in the 2024 WNBA Draft. Her flashy play and scoring ability helped drive a spike in fan interest in women's basketball.

Michael Young

A social studies teacher at Cape Elizabeth High School who started a women's NCAA tournament bracket pool at his school in 2023, which has grown in participation over the past three years.

Blaise Spath

An Auburn resident and retired music teacher at Oxford Hills Comprehensive High School who has followed women's basketball since attending the University of Maine in the early 1980s and has participated in women's bracket pools for the past three to four years.

Skylar Cook

A Waynflete graduate and Elon University sophomore who fills out two men's and women's NCAA tournament brackets, one with who she thinks will win and one with who she hopes will.

Kelly Dubay

A 2009 Windham High graduate and former basketball player for the Eagles who has been filling out women's NCAA tournament brackets for the last four years and attended the women's Final Four in Tampa, Florida, last year.

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What they’re saying

“I kind of guilted (people) into it.”

— Michael Young, Social studies teacher, Cape Elizabeth High School

“She's really changed the interest in women's basketball.”

— John Ewing, Public relations manager, BetMGM

“I still almost get choked up when I see these packed arenas for women's basketball. I've been watching since the days when there would be 75 people in the crowd. To see where it's come is wonderful.”

— Blaise Spath, Retired music teacher, Oxford Hills Comprehensive High School

“It just wasn't publicized like the men's was. Now when you go online to fill out a men's one, it's easier to see women's and show them both.”

— Kelly Dubay, 2009 Windham High graduate

“The men's is still more popular, but there's definitely been a large growth in the amount of people watching the women's and betting it, and becoming more familiar with certain players and certain teams.”

— Andrew Topham, Caesars Sportsbook manager, Oddfellahs in Portland

What’s next

As the women's game continues to gain popularity, it will be interesting to see if the NCAA and media outlets invest more resources into promoting and televising the women's tournament. Additionally, sports betting operators may look to expand their offerings for women's basketball, providing more betting options and markets for fans.

The takeaway

The surge in women's basketball fandom, driven by the 'Caitlin Clark effect' and increased accessibility through TV and streaming, has led to more people participating in bracket pools and placing bets on the women's game. This shift represents a significant cultural milestone for the sport, as it gains more mainstream attention and respect, which could lead to greater investment, media coverage, and opportunities for the players and teams.