BRANDING, MARKETING AND PROMOTION
As noted in the report, budgets for marketing come down to host organizations or schools and are not provided by the NCAA. There’s more money spent on promotion for the Division I men’s lacrosse championship — approximately $53,211 — than on the Division I women’s championship — approximately $17,396.
When the men’s championship was in Philadelphia, one stakeholder interviewed for the report noted that there were billboards on Interstate 95 and that ads were on TV and in print in New England when it was in Foxborough. The men’s host organization had the funds to do more with promotion. The women did not have the same funding.
“When it comes to marketing at the NFL stadium, there were signs in town on the highway,” a stakeholder said. “They have a huge budget. But we’re relying on the host school, and they don’t have the budget. We don’t have the opportunity to grow our sport.”
SPENDING
In 2019, the NCAA spent $2,619,073 on the Division I men’s lacrosse championship and $1,737,259 on the Division I women’s championship, even though the women’s championship bracket is larger (29 teams compared to 17). Men’s rosters are typically larger than women’s rosters, perhaps explaining why the money spent by the NCAA is larger than expected.
Regardless, the NCAA spent more per Division I athlete on the men’s side — $4,814 versus $1,939.
There are some additional costs on the men’s side due to using a larger venue, but the NCAA also spends more on signage and gifts for the men — things the report says can directly impact the student-athlete experience.
OTHER CONSIDERATIONS
Despite the inequities detailed above (and more that were detailed further in the full report), the report outlines some progress that has been made.
Following the viral video during March Madness, the NCAA made sure the women’s lacrosse championship was staffed at an equal level to the men’s lacrosse championship, which was not the case before 2021.
Until 2021, travel parties were different sizes, as the Division I men could travel with 40 players and the Division I women could travel with 38. That was rectified this spring, with both allowed to bring 40.