BYU-I Sports

Women’s sports are experiencing unprecedented growth, and colleges across the country are reaping the benefits of this momentum. The 2025 NCAA Women’s Final Four drew 39,508 fans, the second-highest attendance ever recorded, proving that women’s athletics have moved from the margins to the mainstream. Major networks like ESPN are signing standalone broadcast deals for women’s tournaments, while streaming platforms have expanded visibility for soccer, softball, and volleyball. The result is simple: women’s sports now command their own space in the marketplace.

Corporate investment reflects the same shift. Athletic giants like Nike and Adidas, alongside nontraditional sponsors such as Madison Reed, are funding women’s teams and athletes through NIL deals and partnerships. These connections bring financial stability to programs while allowing brands to engage directly with audiences that value equity and representation. Athletic departments that put resources into women’s sports—whether through facilities, marketing, or scholarships—are seeing returns not only in compliance but in ticket sales and community engagement.

Individual stars have played a major role in pushing women’s sports forward. Caitlin Clark’s performances at Iowa sold out arenas and delivered record TV ratings, demonstrating that women’s athletes can drive both revenue and cultural attention. New leagues like Women’s League One Volleyball, which secured $160 million in startup funding, show that institutional investors also see women’s sports as a sustainable market with long-term growth potential.

For BYU–Idaho, this national momentum should not go unnoticed. If intercollegiate athletics ever return to Rexburg, women’s sports could serve as the foundation. They offer a way to reintroduce varsity competition in alignment with the university’s mission while capitalizing on the cultural moment that women’s athletics are enjoying nationwide.

A strategic women’s athletics program at BYU–Idaho could focus on seven sports: basketball, volleyball, soccer, cross country, indoor track, outdoor track, and softball. Each brings unique strengths to the university. Basketball and volleyball are natural centerpiece sports, capable of filling the John W. Hart Building with students and community members while generating school spirit and media attention. Soccer and softball would extend the athletic presence outdoors, offering fall and spring sports that can bring families to campus and foster community connections. Cross country, indoor track, and outdoor track would give BYU–Idaho a competitive advantage by utilizing Idaho’s natural landscape and facilities while providing opportunities for large rosters of female athletes, reinforcing Title IX balance and promoting health and wellness.

The benefits extend far beyond competition. These programs would strengthen recruitment, drawing high-achieving female students to Rexburg who may not otherwise consider BYU–Idaho. They would expand leadership opportunities, offering athletes the chance to serve as team captains, mentors, and role models on campus. They would also elevate the university’s visibility, positioning BYU–Idaho in regional and national conversations about the rise of women’s sports. Perhaps most importantly, they would unite students, faculty, and the broader Rexburg community through shared pride in competitive excellence rooted in the values of the university.

The national trend is clear: women’s sports are no longer an afterthought. They represent one of the fastest-growing sectors in athletics, and schools that invest early are positioned to thrive. For BYU–Idaho, the question is whether to seize this moment as a chance to reconnect with its athletic past and use women’s sports to build a future of unity, visibility, and opportunity.