“In addition to the fact that in certain states like Nebraska, like Pennsylvania and others, it’s a sport that is part of the culture from a very young age. So you have a built-in, kind of, ‘quote unquote,’ next generation of fans who play the sport, are interested in the sport and are attracted to the sport.
“It’s also a sport that over time we’ve identified where it seems to trend younger and more female in terms of the demographic audience of who’s actually watching the sport. “It’s a viewer-friendly sport to watch in the sense that whether you’re there in person or you’re watching on TV, it’s a fast-paced game,” Big Ten chief operating officer Kerry Kenny said.
It’s a moment when strategy meets the phenomenon. From the regular season and NCAA women’s basketball tournament shattering records to now the most-viewed women’s volleyball match in history, the Big Ten sees the environment as ripe for major investment. Women’s volleyball and basketball have grown steadily in viewership and took a major ratings jump last winter.
“Wow, that’s awesome for the Big Ten and awesome for volleyball,” Cook said.
