The 2025 NCAA Women’s Basketball Championship game between UConn and South Carolina had all the makings of a blockbuster matchup. With Paige Bueckers, one of the most popular and talented players in the game, and Geno Auriemma, one of the greatest coaches of all time, leading the UConn Huskies, the anticipation was high. On the other side, South Carolina, with a formidable lineup and head coach Dawn Staley, was primed for yet another championship run.

However, despite all of the star power, something crucial was missing—Caitlin Clark.

Clark, who had made a massive splash during the 2024 NCAA Tournament, has become a household name. Her electrifying performances for Iowa during the previous year’s tournament captivated millions of viewers and helped bring women’s college basketball into the mainstream. Her absence from this year’s final was felt deeply, as the game’s ratings plummeted in comparison to previous years, leading many to question whether Clark’s presence is now the secret ingredient for a ratings boom in women’s sports.

The Ratings Decline

While the 2025 NCAA Women’s Championship game between UConn and South Carolina was still one of the most-watched women’s games in history, drawing over 8 million viewers, it was clear the numbers had dropped significantly. In 2024, when Clark’s Iowa team faced South Carolina in the final, the game attracted a record-breaking 18.9 million viewers, a staggering 10 million more than this year’s game.

The sharp decline in viewership is hard to ignore, especially given the star power involved in the 2025 matchup. Paige Bueckers, a two-time NCAA Player of the Year, and Geno Auriemma, who has led UConn to multiple national championships, should have been enough to captivate the audience. However, without Clark’s magnetic presence and the excitement she brought to the court, the game felt like it lacked the same level of anticipation.

The Caitlin Clark Effect

Caitlin Clark’s impact on women’s basketball has been undeniable. The Iowa star’s scoring ability, leadership, and fearless style of play have drawn fans from all over, transcending the sport. Her ability to make long-range shots from nearly anywhere on the court, along with her fiery demeanor, has made her the face of the NCAA Women’s Tournament. Clark’s 2024 performances, especially her stunning display against South Carolina in the Final Four, solidified her as the defining player of the year and a major draw for viewers.

With Clark absent in the 2025 final, the tournament simply couldn’t generate the same excitement. This reality highlights how women’s sports, especially in the NCAA, are heavily dependent on star power to drive viewership. While players like Bueckers and Auriemma have their own followings, Clark’s ability to pull in fans from outside the traditional basketball community was unmatched.

Could Paige Bueckers & Geno Auriemma Have Saved It?

Many have pointed out that Paige Bueckers, who has been a star at UConn since her freshman year, could have been the catalyst to keep viewership numbers high. Bueckers is one of the most exciting young players in the game, but her injury-riddled season and the absence of a true rivalry with South Carolina may have contributed to a lack of drama in the final.

Geno Auriemma, too, has long been a staple of NCAA basketball, with multiple national championships and an established legacy as one of the most successful coaches in the sport’s history. While Auriemma’s name alone carries weight, the reality is that his ability to generate intrigue depends on the talent on the floor, and this year, that talent wasn’t able to match the gravitational pull that Caitlin Clark created.

Despite their best efforts, the absence of a player who could electrify the crowd like Clark did in the 2024 tournament proved to be a gap that neither Bueckers nor Auriemma could fill.

What Does This Mean for the Future?

The 2025 NCAA Women’s Basketball Championship ratings drop may be a wake-up call for the sport. While the women’s game is undoubtedly growing in popularity, it’s clear that certain players have the ability to move the needle more than others. Caitlin Clark’s presence in the 2024 final proved that women’s basketball can achieve massive viewership numbers, but without her, the drop-off is stark.

For the NCAA and women’s sports in general, this signals a need to continue developing and promoting stars who can replicate the excitement that Clark brings. While players like Bueckers, Aliyah Boston, and others have immense talent, the challenge will be to build them into household names capable of attracting a wider audience beyond just diehard basketball fans.

Conclusion

While the 2025 NCAA Women’s Basketball Championship was historic in its own right, the game’s ratings crash without Caitlin Clark shows how dependent women’s sports are on individual superstars to generate mass interest. Paige Bueckers and Geno Auriemma may have done their best to deliver a compelling game, but without Clark’s magnetic presence, the ratings suffered. As the future of women’s basketball continues to evolve, the question remains: who will step up to become the next Caitlin Clark and fill the void left by her absence?