More TV Opportunities are Helping Fuel the Rapid Growth of Women’s College Volleyball: A Rising Sport

Overview

Women’s college volleyball has recently seen a tremendous increase in both viewership and popularity. This surge can be linked to a variety of factors, including enhanced media coverage and notable increases in attendance at matches.

Television and Media Boost

Increased television exposure has significantly contributed to the growth of women’s college volleyball.

ESPN and other networks have expanded their coverage, broadcasting more than 2,600 matches this season across their platforms.

Notably, ESPN aired the American Volleyball Coaches Association First Serve Showcase, drawing in 344,000 viewers, making it one of the most-watched regular-season matches on their network.

The Big Ten Conference has also seen a rise in televised matches, from 53 in 2021 to 83 this season.

Major matches, like the NCAA Tournament Championship Game between Texas and Nebraska, reached 1.7 million viewers, a 115% increase from the previous year.

Such coverage has made it easier for fans to follow their favorite teams and players.

High Attendance and Larger Venues

Attendance at women’s volleyball matches has soared.

In the past year, the three largest crowds for a women’s college volleyball match were recorded, including a staggering 92,003 fans at Memorial Stadium for Nebraska’s victory over Omaha.

The increase in attendance has prompted schools to host matches in larger venues, such as Wisconsin’s near-capacity crowd of 17,037 at Fiserv Forum and Purdue’s hosting of Wisconsin at Mackey Arena, which seats 14,240.

Popular Programs and Schools

The rise in popularity is also evident in the programs of prominent Division I schools.

Nebraska, Wisconsin, Minnesota, and Michigan State are among the top six in average attendance. Wisconsin regularly sells out the 7,229-seat UW Field House.

The growing fan base has encouraged more schools to prioritize their volleyball programs, making the sport a central part of their athletic offerings.

Increasing Accessibility

Accessibility remains a key issue, as noted by Wisconsin coach Kelly Sheffield.

He emphasizes the need for more linear television coverage during the NCAA Tournament’s early rounds.

While ESPN Plus offers streaming for first- and second-round matches, a “whip-around show” is currently the only television coverage available.

For a comparison, every game of the NCAA women’s basketball tournament is televised.

Engaging Fan Base

The fan base for women’s volleyball is largely composed of young girls who actively follow teams on social media, attend matches, and engage in various fan activities.

Texas outside hitter Madisen Skinner highlights how players connect with fans through social media, autograph sessions, and personalized videos.

This engagement has created a dedicated and passionate following that continues to grow.

However, the sport still lacks a standout star with the recognition levels similar to those in women’s basketball, like Iowa’s Caitlin Clark.

According to Wisconsin middle blocker Carter Booth, having such a figure in volleyball could significantly boost the sport’s exposure and revenue.

Innovative Programming

Networks have also been innovative in their approach to covering women’s volleyball.

NBC, for instance, will nationally televise three key matches this season, and ABC will broadcast a regular-season match for the first time.

Events like the State Farm Volleyball Showcase feature top teams such as Texas, Minnesota, Stanford, and Wisconsin, drawing in viewership and increasing the sport’s visibility.

Challenges and Opportunities

Despite the rapid growth, the sport faces challenges, particularly regarding its prominence and media visibility.

Coaches like Wisconsin’s Sheffield argue for more comprehensive media coverage beyond matches, similar to the documentary ESPN recently aired on Nebraska’s program.

Stories and series can help amplify the sport on social media and attract new fans.

The growth of women’s volleyball might insulate it from potential cutbacks due to antitrust litigation settlements affecting Olympic sports.

Stanford coach Kevin Hambly expresses concern more for men’s volleyball and beach volleyball, which may be more vulnerable.