On Jan. 15, the NCAA unanimously voted 292-0 to grant women’s college basketball teams participating in the annual March Madness tournament financial “performance units,” a benefit that men’s teams have long received.

“Units” are multi-million dollar payments that the NCAA grants to conferences based on the number of games a team competes in during the March Madness tournament. Historically, on the men’s side, 132 units, one per team for each game played, have been distributed to the conferences of participating teams. These payments are allocated over six years and given to the respective conference, which then decides how to distribute the funds.

For instance, in the 2024 March Madness men’s tournament, each game carried a value of approximately $2 million. Regardless of the outcome, every team that played in the tournament secured $2 million per game for its conference. In 2023, the Southeastern Conference (SEC) sent eight teams to the tournament, while the Big 12 sent seven. Atlantic Coast Conference (ACC) teams competed in 17 tournament games, earning the highest estimated payout of $34 million, according to Sportico. The SEC followed closely, with its teams playing 16 games and generating an estimated $32 million.

However, while men’s teams have long generated revenue for their conferences through March Madness, women’s teams have never had the same opportunity, until now. Following a significant rise in viewership last year, the NCAA has decided to allocate $15 million to be distributed over three years across 132 units. As a result, a team that reaches the Final Four this season will earn nearly $1.3 million for its conference, paid out over the next three years. This fund is set to grow to $25 million by 2028. However, it remains significantly lower than the total value of the men’s units, which exceed $200 million.

The 2024 March Madness women’s final drew a record 18.7 million viewers, surpassing the men’s championship game for the first time in history, which garnered 14.82 million viewers. This surge in viewership was largely driven by the spotlight on star players such as Caitlin Clark, Paige Bueckers and Angel Reese, as well as the dominance of the University of South Carolina Gamecocks, who completed an undefeated season and claimed the NCAA title.

The heightened attention on women’s college basketball played a key role in the NCAA’s decision to begin compensating teams in the tournament. However, the question remains: Can the momentum continue? The sport still boasts standout talent, Bueckers is finishing her final season with the University of Connecticut and JuJu Watkins has emerged as one of the nation’s top players at the University of Southern California. But the league has lost its biggest star, Caitlin Clark, whose deep three-pointers and record-breaking NCAA scoring captivated fans worldwide. Without her, will women’s college basketball sustain its growing audience?

I can’t predict whether this year’s women’s March Madness will draw the same level of attention as last year, but it absolutely deserves to. This tournament is shaping up to be one of the most thrilling and unpredictable yet, plus, for the first time, the women’s teams will finally receive the revenue they’ve long deserved.

Unlike past years, where one team often stood out as the clear favorite, like South Carolina in 2024, this season, multiple teams are neck and neck, bringing in similar records and stats. South Carolina remains a powerhouse, but Louisiana State University, University of Notre Dame, UConn, USC and other teams are just as strong, setting the stage for intense competition and unexpected upsets.

If you love basketball, drama and history in the making, this is the tournament to watch. Women’s college basketball has never been more competitive, and this March, anything can happen.