Changes in Women’s College Basketball Under Jose Fernandez

Since taking the helm in South Florida back in 2000, Jose Fernandez has witnessed substantial transformations in women’s college basketball.

There’s been a notable surge in viewership, with the 2024-25 regular season becoming the most watched on ESPN. The National Championship Game also broke records, attracting a peak of 9.9 million viewers. This increased fandom culminated in women’s college basketball earning its first postseason unit last spring, a shift that followed a tournament broadcast on national television, which allowed the iconic “March Madness” branding to be incorporated in promotional materials, alongside a new deal with ESPN set for 2032.

In essence, women’s college basketball has evolved into a revenue-generating sport, spurred by growing viewership and units awarded for postseason accomplishments. Money is flowing in from various sources, be it through awarded units or transactions surpassing WNBA salaries, or even through revenue sharing thanks to home settlements.

This topic was at the forefront of a recent letter from Fernandez, who currently serves as the president of the Women’s Basketball Coaches Association, addressed to Division I head coaches and obtained by SB Nation.

“What was once a slow-evolving entity is now rapidly changing. It’s largely out of the control of state legislators and courts. This is an unprecedented development,” Fernandez stated. “There was no need to wait or further defend our sport… Will revenue sharing be our next hurdle or an emerging opportunity? That really hinges on our approach.”

Fernandez also offered some advice regarding revenue sharing, encouraging coaches to familiarize themselves with school policies related to Title IX, NIL, and interactions with agents. He pushed for open conversations with athletic directors and others involved.

“When you’re speaking with recruits, alumni, and donors, it’s crucial to be informed,” he emphasized.

He further pointed out that institutional leaders should promote transparency in how revenue sharing is calculated and distributed among student-athletes across all sports, ensuring both players and coaches understand the allocation of funds.

This level of transparency about revenue sharing and NIL expenditures has long been a demand from university sports fans and the media. Questions linger about how much each school invests in women’s basketball. Do the ACC schools invest more than the SEC? Which programs receive the lion’s share of revenue sharing funds?

Currently, the answers remain elusive.

With the House settlement approved by US District Judge Claudia Wilken in June, only a few Power 4 programs have made their spending on various sports public. For example, Texas Tech allocated $410,000 for women’s basketball, Georgia invested $900,000, while North Carolina’s women’s team, helmed by former WBCA president Courtney Vangart, will receive $250,000.

Overall, women’s basketball generally collects a significant share of revenue sharing within FBS football schools, although soccer and men’s basketball tend to dominate, often reaching seven or eight figures. Even at elite institutions like North Carolina, the soccer team generates $13 million per year in revenue sharing. In some cases, women’s basketball ranks lower, overshadowed by sports such as volleyball and baseball.

“It’s a zero-sum game, and not everyone is satisfied,” remarked Jeremiah Donati, the athletic director at South Carolina. Earlier this year, he mentioned this to CBS Sports, noting that the financial focus often starts with football.

Gamecocks’ coach Dawn Staley, who has led her team to two national titles in the past four years, recently discussed a private arrangement regarding her players’ compensation.

The extent of Fernandez’s USF women’s basketball program’s share from revenue funds remains unclear, similar to South Carolina. However, USF is part of the American Conference, which is unique in publicly sharing revenue sharing floors. Each school in this conference will distribute at least $10 million to athletes over the next three years, except for Army and Navy members.

Fernandez made compelling arguments in court suggesting that USF should receive a portion based on its capabilities. The Bulls have made nine appearances in the NCAA tournament over the last twelve years and ranked 12th in the AP Top 25 during that stretch, advancing to the second round five times since 2013.

The question that remains is whether his program and others will continue to secure enough funding to remain competitive, or if the disparities in women’s basketball are only going to become more pronounced.