Caitlin Clark led Iowa to a thrilling 94-87 victory over LSU, earning a spot in the Final Four of the NCAA Tournament. In this high-stakes game, Clark, a senior guard for Iowa, delivered an exceptional performance with 41 points and 12 assists, outshining the defending champions LSU and their standout player, Angel Reese, who notched 17 points and 20 rebounds. This victory marks a significant moment for Iowa, propelling them with a 33-4 record into the national semi-finals scheduled to take place in Cleveland on the upcoming Friday night. Clark’s stellar performance not only was pivotal for her team’s advancement but also further cemented her reputation in NCAA women’s basketball.

In relation to the rising stars of women’s college basketball, notably figures like Caitlin Clark, AT&T’s marketing chief, Kellyn Smith Kenny, shared insights on the impact of such athletes on the sport and its viewership. AT&T, as a sponsor for both the men’s and women’s NCAA tournaments, has recognized and is capitalizing on the growing popularity of women’s basketball, propelled by the performances of players such as Clark. Kenny emphasised the strategic value of investing in women’s sports, noting the enhanced brand recall among viewers and comparing Clark’s influence to other notable athletes like Serena Williams.

In an effort to promote gender equity in sports and bolster the visibility of women’s tournaments, AT&T is doubling its media investment in the women’s games. This move aligns with the broader aim to support women’s sports and engage with a wider audience base, indicating a shift towards a more mainstream appreciation for women’s basketball. Through this initiative, AT&T intends to tap into the passion and engagement sports fans have for live content, highlighting the significance and burgeoning appeal of women’s sports in the competitive landscape.