evidence: Major broadcasters, eager to acquire live sports content to attract viewers and advertisers, are making significant investments in live rights and enhancing the quality of coverage around major events. This commitment is helping boost women’s sport viewership even further, as demonstrated by the growth in ESPN’s regular season figures. Indeed, ESPN has achieved these ratings despite not having any rights to the Big Ten conference, which features Iowa star Caitlin Clark. ESPN will expect bumper figures for the upcoming National Collegiate Athletic Association’s (NCAA) women’s March Madness tournament – which will feature Clark in her final championship before joining the Women’s National Basketball Association (WNBA) next season.