The Financial Reality of Women’s College Basketball: South Carolina’s Success vs. Budget Deficits
For years, a harsh truth has persisted in women’s college athletics—winning does not always translate to financial success. This reality was evident during the 2024 women’s basketball season, where two Southeastern Conference (SEC) teams, Auburn and South Carolina, faced significant financial losses despite different levels of success on the court.
Auburn, which finished .500 in SEC play and barely secured an NCAA Tournament spot before being eliminated in the First Four, reported a budget deficit of nearly $5.1 million. However, even the most dominant team in the country, South Carolina, which went 38-0 and won its third national title under Dawn Staley, ended up losing even more money—over $5.6 million during the 2024 fiscal year (July 1, 2023 – June 30, 2024).
An analysis of South Carolina’s financial reports, along with an exclusive interview with newly appointed athletic director Jeremiah Donati, provided insight into the reasons behind the program’s budget shortfall.
The Gamecocks’ women’s basketball program generated nearly $5.9 million in revenue, but still operated at a loss due to high coaching salaries and other expenses. Unlike men’s programs, women’s sports receive significantly less money from media rights, impacting overall revenue. In comparison, Iowa and UConn’s women’s basketball programs earned twice as much as South Carolina in ticket sales during FY24, indicating the Gamecocks could increase ticket prices or explore new revenue opportunities.
Despite South Carolina’s dominance on the court, the economics of women’s basketball remain a challenge. With potential adjustments in pricing and marketing strategies, the Gamecocks may look to bridge the financial gap in the coming years.
