Gender inequity report: NCAA spends far less on women’s championships, hindering their growth potential

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The NCAA spends more money on men’s championships than women’s, especially in sports the NCAA considers to be revenue-producing.

That is the biggest takeaway from a new report released last week by law firm Kaplan Hecker & Fink LLP (KHF). The NCAA commissioned the firm to conduct an external review after numerous gender disparities were exposed at last spring’s men’s and women’s Division 1 basketball tournaments. Following publication of last week’s report, the NCAA’s Board of Governors released a statement expressing the NCAA’s commitment addressing issues of gender equity across all sports.

KHF’s first report, released in August, focused only on gender inequity in the NCAA’s basketball tournaments. This second report examined the NCAA’s other 84 championships, which are contested across 23 sports and three divisions.

Here are a few of the most significant takeaways. (The full 150-page report can be found here.)


The NCAA spends more money on male student-athletes than female student-athletes

During the 2018-19 season, the NCAA spent an average of $4,285 for each athlete who competed in a men’s Division I or NC (open to all divisions) championship. In comparison, the NCAA spent only $2,588 for women’s tournament participants (a difference of $1,697).

The gap was even greater in the NCAA’s six single gender sports (beach volleyball, bowling, field hockey, football, rowing, and wrestling). In those sports, the NCAA spent an average of $2,229 more on each athlete participating in the men’s championships than the women’s ($5,282 compared to $3,053).

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The NCAA only considers men’s sports to be revenue-producing, but doesn’t have a clear definition of what that means

The only championships that the NCAA considers to be revenue-producing are the men’s championships in baseball, basketball, ice hockey, lacrosse, and wrestling.

This determination has a significant impact on student-athlete experience, and the greatest gender disparities can be found in the sports in which one championship is viewed as having more revenue potential than its gender counterpart (I.e. women’s softball, basketball, ice hockey, and lacrosse).

To put this in perspective, here is how much the NCAA spent on baseball/softball, ice hockey, and lacrosse championships per student-athlete during the 2018-19 season:

Men’s Championship Women’s Championship
Baseball/Softball $9,281 $4,970
Ice Hockey $9,805 $3,421
Lacrosse $4,814 $1,939

Last week’s report also found that, while women’s volleyball and women’s gymnastics bring in more revenue than their male counterparts – and the NCAA thus spends more money to stage the women’s version of those tournaments – the student-athlete spending was far more balanced:

Men’s Championship Women’s Championship
Gymnastics $1,489 $2,050
Volleyball $3,590 $3,970

While KHF found that the NCAA has divided sports into three categories based on their perceived ability to produce revenue, “there appears to be no formal or consistent definition of these categories, and no process or mechanism for either reviewing a championship’s assignment or moving a championship from one category to another,” the report said.


The NCAA isn’t giving women’s sports the same opportunity to generate revenue

Because the disparate budgets play a role in how much is spent on branding, marketing, and promotion, the result is that the women’s tournaments aren’t provided the same chance to produce revenue.

For example, in 2019, the NCAA spent approximately $53,211 on general promotion for the men’s Division I lacrosse tournament compared to $17,396 for the women. The report detailed examples of billboards and TV promotion of the men’s tournament, while the women’s tournament didn’t have any comparable marketing.

The report also explained the way disparate spending impacts the growth potential of the women’s tournaments:

Championships in the earlier stages of growth and development—as are many of the women’s championships—are not considered by the NCAA to be its largest, most revenue-producing championships. Nevertheless, they deserve a fair shot to get there, which they cannot do without sufficient resources.

Even when the dollar figures weren’t as high, there were still discrepancies. For example, in 2019, the NCAA spent $3,586 on signage for the men’s water polo tournament compared to $1,960 for the women’s. “These differences can have a material impact on the student-athlete experience by giving one gender’s championship a more professional and exciting atmosphere than the other’s,” the report said.

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NCAA’s deal with CBS/Turner is partially to blame for gender inequality

Building off findings from the first report, last week’s report explained how the NCAA’s agreement with CBS/Turner encourages – and results in – uneven investment in women’s championships:

Because CBS/Turner controls the sponsorship rights for all 90 championships, but only the broadcast rights for the Division I Men’s Basketball Championship, it is incentivized to focus its efforts on developing sponsorships for men’s basketball above all other sports.

As a result, there is no system in place to encourage sponsors that might be interested in investing in NCAA championships outside of men’s basketball. And for potential sponsors that have interest in any other championship, the structure of the joint sponsorship is often cost prohibitive.


Broadcast rights for women’s basketball and other NCAA championships are undervalued

While CBS/Turner currently owns broadcast rights for men’s basketball, ESPN owns the rights for 29 other championships (including women’s basketball).

In its first report, KHF commissioned media expert Ed Desser to conduct a valuation of the Division I women’s basketball rights. Desser estimated that, by 2025, the rights of that singular tournament will be worth “between $81 and $112 million… multiples more than ESPN currently pays annually to broadcast 29 championships.”

While Desser did not provide a valuation on the NCAA’s other 28 championships, his findings – and Tuesday’s report – concluded that the NCAA is losing out on substantial and crucial revenue that it could be earning.


The NCAA doesn’t have a system in place to evaluate or ensure gender equity

Nearly fifty years after Title IX was enacted, the NCAA doesn’t currently have the infrastructure necessary “to effectively monitor, assess, and ensure gender equity.” The report continued:

[I]nternal and external efforts to increase gender equity have fallen short because the NCAA does not have the systems in place (and the infrastructure to support them) to ensure transparency and accountability around gender equity.

In its recommendations, KHF suggests the NCAA increase the number of staff with expertise in Title IX and gender equity. 


NCAA decisions impact quality of competition

Tuesday’s report found multiple examples in which the NCAA made decisions that could impact the quality of the competition.

For example, in softball, teams that make it to the finals of the Women’s College World Series had to play nine games in seven days. In comparison, baseball teams played the same number of games, but in 11 days. “The abbreviated schedule for softball required some teams to play doubleheaders, sometimes late into the night, which affected the student-athletes’ health, safety, and performance,” the report said.

In ice hockey, the women’s tournament bracket is assembled with travel cost as a consideration, while the men’s is not. The report explained:

While the top four women’s teams are seeded “1-4 at the time of the selection call,” the remaining four teams will be paired with teams 1-4 according to their relative strength only if “such pairings do not result in air travel that otherwise could be avoided.”

The men’s tournament, by contrast, seeds and pairs teams to maximize “competitive equity, financial success and the likelihood of a playoff-type atmosphere at each regional site.”


Gender disparities decline when men and women compete side-by-side

In sports like track & field and cross country, where the men’s and women’s championships are held in the same days at the same location, there are almost no notable gender disparities.

“[W]e have seen that combining at least some portion of the men’s and women’s championship for a given sport enables more coordinated planning, increases equity in the goods and services, facilities, and resources provided at the championships and eliminates or reduces disparities between the ‘look and feel’ of the tournaments,'” the report said.

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Diana Flores looks to break down gender barriers with turn as AFC defensive coordinator in 2023 Pro Bowl

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Diana Flores admits she was surprised when she became a viral sensation last spring, courtesy of a 15-second slow-motion clip showcasing her evasive maneuvers and fancy footwork while leaving at least three defenders in the dirt during Mexico’s 2022 national collegiate flag football championship.

“I never expected someone to record that moment,” said Mexico City native Flores, who led her team – the Monterrey Tech Borregos – to their third consecutive national title as a senior last May. “I was just having fun. I was just playing the game I love and then days later to see that it was viral on the internet — it was crazy. But at the same time, it was exciting because I remember when I was younger, I didn’t have a lot of flag football role models to follow. So now, for me to be a role model for many boys and girls that play my sport is something that really makes me happy and proud and also motivates me to keep getting better.”

Flores, who led the Mexico Women’s National Flag Football Team to a gold medal at the 2022 World Games, will have the chance to promote her sport on one of the world’s biggest stages this weekend when she serves as the AFC defensive coordinator for the NFL’s 2023 Pro Bowl Games, featuring the first-ever AFC vs. NFC Flag football games on Sunday in Las Vegas.

Organized in partnership with RCX Sports, the NFL’s flag football operating partner, and the International Federation of American Football (IFAF), Sunday’s Pro Bowl event will feature three 7-on-7 AFC vs. NFC flag games. Each game will be 20 minutes in length (two halves) and played on a 50-yard field with 10-yard end zones. Flores will be joined by Peyton Manning as the AFC head coach and Ray Lewis as defensive coordinator. On the NFC side, U.S. Women’s National Flag Football team quarterback Vanita Krouch will serve as offensive coordinator, with Eli Manning as NFC head coach and DeMarcus Ware as defensive coordinator.

“I think that this has been one of the best things in my life,” she recently told On Her Turf about her Pro Bowl appointment. “It is like a dream. I mean, I grew up watching football, watching the NFL, playing flag football. And now to be able to be part of all of this — it is bigger than my biggest dreams.”

Flores’ football dreams began as when she was just 8 years old. Her father — who played quarterback for the perennial football powerhouse Monterrey Tech program — took her to a practice and she fell in love with the sport. But as the time there were no teams for girls her age, so she played with girls twice her age and used it to her advantage, focusing on her own abilities and sharpening her skills. By age 14 she was playing NFL Flag in Mexico, where she was the only girl in the league, and at 15 she started playing NFL Flag in the U.S, where she finally played on an all-girls team.

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“I remember when I started playing, I used to receive a lot of like comments, directly and indirectly from other people, like, ‘Why do you play that sport? That’s not a girls’ sport, that sport is for boys, you’re get injured, you’re going to get hurt, don’t play with boys, that’s too rude.’ And the list keeps going. But my mom and dad were so supportive. They always encouraged me not to listen to anybody, to just follow my passion.

“And I think thanks to them, I’ve always had this mentality that gender doesn’t matter. It just matters how passionate you are about your dreams, how hard you work for what you want to achieve. And that you will always demonstrate what you’re made for, depending on the hard work you do. So, I’ve lived through that [negativity], I have experienced that. And I think that it has been one of my biggest blessings to be able to experience — for myself — what sport can do and how gender barriers get broken when you follow your dreams and you connect with other people through your passion.”

At just 16 years old, Flores made Mexico’s national team, playing in the first of four Flag Football World Championships – so far. Last summer at the World Games in Birmingham, Alabama, the 24-year-old Flores led Mexico to a 6-0 record, which included two wins over the U.S. women, who took silver. In the gold medal game against the United States, she completed 20 of 28 pass attempts for 210 yards and four touchdowns in Mexico’s 39-6 victory. She finished the tournament with 23 touchdown passes, the third-most among women’s teams, and she was the only starting quarterback to beat USA’s star QB, Krouch, who is 19-1 in international tournament play.

All that international experience so early in her career has given Flores a wise-beyond-her-years approach to playing flag football, a sport where she was frequently the only female player on the field and often the only Latin American as well.

“When I first came to the U.S., it was a little shocking to notice that I was probably the only Latin American girl playing,” she recalls. “But I think that it was easy for me because I got all the support from my coaches and my teammates. And since a young age, I think that I started to realize that sometimes what you do is for something bigger than yourself. That’s why you have to always give your best, in any situation. Even at that young age, I understood that I was representing more than myself on the field, I was representing Latin American people, Latin American girls in a sport that [many people thought] was meant to be for boys.”

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One door Flores hopes to help open is the one leading to the Olympics. Flag football is on the short list being considered for inclusion in Los Angeles in 2028 Los Angeles. As an ambassador for flag football for the NFL and the International Federation of American Football (IFAF), she’s participated in talks with the International Olympic Committee, and just last month she was joined by First Lady Dr. Jill Biden in Mexico City where they joined forced to promote women’s empowerment and inclusion.

“I think for me, that experience is one of my top three,” she said of spending time with Biden. “I call them gifts from life, something that you didn’t expect it to happen, and somehow, one day, you’re right there in front of the First Lady. I admire her for what she does for boys and girls, for empowering woman and giving opportunities for everybody to achieve their dreams. So it was truly an honor to meet her, and also to be able to keep impacting my sport, not only on the field, but [off] the field, and have the opportunity keep inspiring others and keep impacting the world.”

As for what she hopes fans at the Pro Bowl and viewers at home take away from Sunday’s flag football showcase, Flores hopes they’ll see the characteristics that made her fall in love with flag in the first place: creativity, speed, agility, teamwork, passion and a lot of heart.

“I hope to show to all little girls and women that dreams come true, that nothing is impossible, to keep inspiring and opening opportunities and doors for women in sports, especially in the world of the NFL and football and flag football,” she says. “We’re going to make history, and I am so proud and happy for that. I’m really hoping that it is just the first step, not only for me, but for all the women that are coming after me.”

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Flag football star Vanita Krouch ‘living the dream’ ahead of NFL Pro Bowl debut as NFC coordinator

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When Vanita Krouch got the news that she was named NFC defensive coordinator for the 2023 Pro Bowl Games, featuring the first-ever AFC vs. NFC Flag football games on Sunday, the U.S. Women’s National Flag Football team quarterback admits her jaw nearly hit the ground.

And then she realized something even more profound.

“For the longest time, thinking about the moment, everything, you’re like, ‘Oh, my gosh, this is a dream come true. Is this really happening?’” said the 42-year-old Krouch, known as the “Tom Brady of flag football” with a 19-1 record as USA’s starting quarterback in international tournaments since 2018.

“But then I started thinking to myself: You know what? None of us grew up thinking of this as a dream to obtain. So really, it’s kind of reversed where I’m living a dream. I get to be a pioneer in this growth of flag football for all and inclusion for all, youth and adults, [women and men]. It’s such an inclusive sport, and I get to be a part of this growth and still actively play. It’s exciting. I’m literally living the dream. I’m very much like, ‘Guys, don’t pinch me. Let me keep sleeping.’”

Organized in partnership with RCX Sports, the NFL’s flag football operating partner, and the International Federation of American Football (IFAF), Sunday’s Pro Bowl event will feature three 7-on-7 AFC vs. NFC flag games. Each game will be 20 minutes in length (two halves) and played on a 50-yard field with 10-yard end zones. Krouch will be joined by Eli Manning as NFC head coach and DeMarcus Ware as NFC defensive coordinator. On the AFC side, Mexico Women’s National Flag Football quarterback Diana Flores will serve as offensive coordinator, with Peyton Manning as head coach and Ray Lewis as defensive coordinator.

But Krouch’s journey to the Pro Bowl stage began under the unlikeliest of circumstances and was inspired by her own family odyssey, which began in Cambodia during the horrific regime of the Khmer Rouge in the late 1970s. Krouch’s mother, Phonnary Krouch, fled the country with three young sons in tow, running by night and hiding by day to escape, finding safety initially at a refugee camp in the Philippines. That’s where she welcomed Vanita, in September 1980, and two months later the family made its way to the United States. Krouch’s father exited the picture upon their arrival in America, leaving Phonnary to raise four children alone.

“In a nutshell, my mom is an amazing woman,” said Krouch, who first found sports via an elementary school flyer advertising youth soccer in Carrollton, Texas. “On the journey, she had a lot of trials, tribulations, … and after our dad left us, it was just mom and four kids in this little one-bedroom apartment. So, it was a challenge. I’m just so amazed by her strength and will to never give up.”

She also credits her mom for standing up to then-stereotypical notions that Asian girls should not play sports.

“I’m just thankful, honestly, that my mom allowed me to break the Asian culture barriers of a woman playing sports because that’s not easy,” she said. “She faced a lot of backlash from the community. But she said, ‘Hey, my child’s making good grades. She’s healthy, she’s good. She’s staying off the streets. I don’t see a problem.’ And she just let me do it. I was just lucky to have a mom that let me spread my wings.”

Krouch also had a few mentors along the way. Her elementary school PE teacher, Toni Neibes, stepped in to pay for those initial soccer fees and continued her support as Krouch transitioned to basketball in the fourth grade. She fell in love with the sport and excelled at it as well, eventually earning a full scholarship to play college basketball at Southern Methodist University. She wears the No. 4 to this day in honor of Niebes, who wore the same number as a young athlete. She also credits her fourth-grade teacher, Judy Ward, as having a lasting impact after the teacher made a habit out of showing up for her youth basketball games.

She pays tribute to them both through her clothing line, 4Ward Apparel, which features ever-changing collections emblazoned with relevant slogans encouraging female empowerment, inclusion and her personal mantra of “paying it forward” – something she does with the line itself. Each month, Krouch donates a portion of the sales to individuals, families or organizations in need.

After graduating SMU in 2003, Krouch continued to play basketball in semi-pro and adult leagues, but she was still searching for something to satisfy her competitive drive. She and a former college teammate stumbled on flag football during a Google search for local Dallas-area activities, and the rest – as they say – is history.

“It was like I drank the Kool Aid and I never looked back,” she says of her start in flag in 2006. “It’s just like every game, every play is a new challenge, and it’s addictive for a competitor, so I just fell in love with flag. I actually think I’m way better at flag than I was at basketball.”

She moved into the quarterback position through some sly maneuvering by current USA Women’s Flag Football head coach Chris Lankford. They were playing together in a local tournament when he “tricked” her into the QB position, despite Krouch knowing “zero football language.”

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“One day I showed up for a tournament and I asked, ‘All right, guys, who’s our quarterback?’ And he says, ‘We’re looking at her,’” she remembers. They kept the plays simple, and her team made it to the playoffs that season. Krouch has been a QB ever since.

Krouch joined the national team in 2016 and was inducted into the National Flag and Touch Football Hall Fame that same year. Last year at the 2022 World Games in Birmingham, Alabama, a 41-year-old Krouch set a new mark as the oldest Flag football player, man or woman, in the games, and she ranked second among women with 25 touchdown passes at the tournament where USA won silver.

She aims to bring that expertise to the field at the Pro Bowl games, where she’s looking forward to seeing NFL players take on the flag football style type of plays. “Flag is a very finesse, quick game, a lot of footwork, and these guys can’t grab or hold, no downfield contact or downfield block or anything off the line,” she explains. “So it’s going to be exciting just to see skill for skill, footwork for footwork, defense to offense, and to see flag football language with those type of elite athletes.”

As for the biggest challenge, Krouch believes it will be crafting a concise playbook and language that puts everyone on the same page. “A challenge for me is getting a coach’s mindset,” she adds, “I have to actually come up with plays ahead of time and I don’t usually have premeditated plays in my head. I just read it so for me to tell Kirk Cousins or Geno Smith [what to do], it will be different, you know?”

But beyond the Pro Bowl, Krouch is excited that flag is being considered for inclusion as an exhibition sport in the 2028 Summer Olympics. While she’s keeping a hopeful eye on that development, she’s also working to shape the next generation of potential athletes as a physical education teacher at La Villita Elementary in Irving, Texas.

RELATED: NFL still pushing for Olympic flag football with a chance ahead

“It’s an honor to be a role model – for other youth flag football players, for my students, both boys and girls,” says Krouch. “Then at my campus and in my community, it’s amazing to be able to break the barrier of like, ‘Asian women can’t do this.’ And then to be at my age, still doing this, I feel very lucky and blessed. …I think I still got some years in me.”

As for what she hopes viewers and fans walk away with after watching the Pro Bowl flag games this weekend, Krouch feels confident folks will walk away enlightened by the show.

“I just hope that they have fun with it,” says Krouch. “And for those who don’t know flag to be like, ‘Wow, that’s really amazing. Maybe that’s something I really can get my son or daughter into at a young age.’ So I just hope that they see that the sport is real – it’s not just something we play at recess. It’s a real thing now. I think they’ll see that the world loves it, the world can play it and is playing it.”

Be sure to check back with On Her Turf later this week when we catch up with AFC coordinator and Mexico Women’s National Flag Football Team quarterback Diana Flores.  

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