Record-breaking WNBA viewership, increased investment and the growing popularity of professional teams have helped bring women’s basketball into a new spotlight. But as the professional game continues to expand in the Bay Area, an important question remains: How much of that momentum is reaching Santa Clara women’s basketball?

The growth of the sport has not come without its challenges. During the 2026 WNBA Finals, the Atlanta Dream faced scheduling conflicts with the Atlanta Hawks at State Farm Arena that forced changes to several games, including an afternoon tipoff for a potential Valkyries championship-clinching matchup. The situation raised questions about the priority given to women’s basketball as the sport continues to attract larger audiences.

The 2026 WNBA playoffs averaged 1.6 million viewers across eight games from the first round to the finals on USA Network. Game 7 alone drew in 3.3 million viewers, making it the most-watched postseason game in league history. The growing audience has created new commercial opportunities for the sport, but it has also brought greater attention to the challenges that persist.

Decisions involving professional sports venues typically come down to financial concerns, with organizations prioritizing programs who bring in more money. Audience size continues to influence the resources available to men’s and women’s programs, including television contracts, sponsorships and other financial opportunities.

But does the same disparity exist at the collegiate level? And does the growing popularity of women’s basketball translate into greater support for mid-major university programs like Santa Clara?

At the University, women’s basketball head coach Loree Payne said she feels the program has the institutional support and resources necessary to compete.

“I feel that we’re really blessed to be in a place that supports women’s basketball and supports women’s sports, from our athletic administration all the way across campus,” Payne said. “That was one of the biggest reasons why this was such an attractive opportunity for me as a head coach.”

That support also extends to how Santa Clara schedules and promotes its basketball programs. Each year, the University holds around two home games for both the men’s and women’s teams on the same day, with the women’s team typically playing earlier. Payne likes this setup and sees it as a great way for fans to support both programs.

“It just becomes a fun, full day of Bronco athletics,” Payne said.

Television exposure remains another important part of building the program’s profile. During the 2025-26 season, 29 of Santa Clara’s 34 women’s basketball games were broadcast on ESPN+, with the remaining games appearing on the ACC Network and Mountain West Network.

Payne said that additional national television opportunities would help the program reach a wider audience, but acknowledged that the exposure is heavily influenced by conference media agreements and on-court success.

“Obviously, the more success you have, the more opportunities you have to get that exposure,” Payne said. “It’s our job to take care of business on the court and put together a product that people want to see and that’s exciting to cheer for.”

Santa Clara is looking to build on the growing interest in women’s basketball throughout the Bay Area following the Golden State Valkyries WNBA Championship win.

“Obviously, having the Valkyries do so well and win the championship is something that is absolutely relevant to bringing more attention, excitement and support to women’s basketball,” Payne said.

The Broncos finished the 2025-26 season with a 24-10 overall record and a 13-5 conference record, winning 10 more games than they did in the 2024-25 season. This year, they’re aiming even higher.

“The success that we had last year definitely created a buzz on our own campus and community,” Payne said.

Santa Clara’s next opportunity to build on that momentum comes on Friday, Nov. 13, when the Broncos host Stanford for their home opener at Leavey Center. The Broncos have gotten off to a strong start this season, with wins on the road against Wyoming, Utah Valley and Long Beach State.

Payne said she’s excited to host Stanford, which she described as “a premier program.” She hopes the matchup will bring fans from both schools to Leavey Center and create an energetic atmosphere.

“We’re hopeful that we can make Leavey loud and have a lot of people in the stand supporting two really good women’s programs in the Bay,” Payne said.

The matchup also provides an opportunity for Santa Clara to test itself against a physically imposing opponent. Payne noted that Stanford’s size, athleticism and rebounding will require the Broncos to be disciplined defensively and intentional on the boards.

As women’s basketball continues to attract larger audiences, the Broncos hope to capitalize on the momentum and attract fans to get invested beyond the professional level.

Women’s basketball tips off against Stanford at 7 p.m. on Nov. 13 for their home opener at Leavey Center.