evidence: Given the year Iowa’s Caitlin Clark has been having—perhaps you’ve heard of her—it’s little wonder that Disney is all but sold out of in-game inventory as it heads into the women’s tourney. Clark, who earlier this month broke "Pistol" Pete Maravich’s all-time NCAA scoring record, is officially the most well-known college basketball player in the country, according to a new Seton Hall Sports Poll. Among sports-media circles, some pundits are now convinced that the women’s bracket will outdraw the men’s event—although that scenario is only likely to play out if Iowa can book a return ticket to the final. Currently listed at +550 odds for winning the whole thing, Clark & Co. are Vegas’ second favorite contender behind an undefeated South Carolina squad (-140). The intrigue around Clark—and a possible Elite Eight run-in with Iowa’s nemeses from Baton Rouge—has helped boost pricing and dollar volume. Buyers surveyed said they wouldn’t be surprised if Disney generated more than $25 million in ad sales revenue this time around, although hype is only part of what’s been driving a very brisk business. The sheer volume of first-time advertisers is a function of the growth of women’s hoops, as a roster of 42 newcomers has signed on. Among the clients taking their first plunge into the tourney are Google, Adidas, Home Depot and Honda.