MINNEAPOLIS – The March to Minneapolis is nearing its end, as a new NCAA Division I Women’s Basketball Champion will be crowned on ESPN networks this weekend. The tournament has never had more eyes on it, with increased viewership, more ways to watch than ever before, and a mega-watt MegaCast on the horizon for the Women’s Final Four.
“The one thing that’s been really cool about working on this tournament is that if I have a good idea or something new and innovative, I’ve never been told no,” ESPN coordinating producer Pat Lowry told John Ourand of Sports Business Daily before the tournament tipped off. “I’ve never lacked the resources in the years that I’ve been doing it because this property has always been that important to ESPN.”
In the video above, take a look behind the scenes at the goosebumps-inducing campaign from ESPN Sports Marketing and G&L, as former UConn legend Diana Taurasi and former South Carolina superstar A’ja Wilson exclusively share with Front Row their most treasured moments of March Madness.
“Women’s sports are on fire,” said Michelle Berry, Senior Director, ESPN Sports Marketing. “We’ve come so far, yet there is still so far to go. We’re proud of ESPN’s continued leadership, commitment, and role in fueling the flame for equality, empowerment, and cultural change. We collectively shine the light of exposure for women’s sports, tell the stories and inspire dreams. Our overarching intention for this campaign was simple yet transcendent as we reinforce our category leadership and play our part in propelling women’s sports forward. Show it and they will come. Make them feel it and change the world.”
Kimberly Elchlepp contributed to this post.