As women’s basketball thrills record audiences, a Canadian icon hopes it’s more than a ‘moment’

Lisa Thomaidis is a key figure in women’s basketball history, both in Canada and internationally. As the head coach of the University of Saskatchewan women’s basketball team, she has led the program to multiple national championships. Additionally, she has coached the Canadian national team and recently guided Germany to their first-ever Olympic berth. Thomaidis also had a successful career as a player.

She believes that the current surge of excitement around women’s basketball is well-deserved but emphasizes that it is the result of years of hard work rather than a fleeting moment. Thomaidis expressed her thoughts on the term “moment” in an interview with CBC, stating that women’s basketball has always been filled with talent, exciting personalities, and dynamic teams.

‘No shortage of talent’

Thomaidis points out that the women’s game, particularly in college basketball in the U.S., has seen increased availability and interest. The NCAA March Madness tournament for women, in particular, has garnered unprecedented attention, with more viewership than men’s games and even Major League Baseball matches. The coverage and analysis of women’s basketball games have paralleled that of premier men’s events, showcasing the growing popularity of the sport.

March Madness women’s games draw unprecedented audiences

Players like Angel Reese and Caitlin Clark have become well-known figures in the women’s game, attracting a growing audience and showcasing their talents on a national stage. Clark, in particular, has broken records with her exceptional shooting ability, garnering widespread recognition both on and off the court.

Product has always been there

Clark and other players, like Aaliyah Edwards, recognize the increased attention and coverage that women’s basketball is receiving. Edwards, projected to be a top pick in the upcoming WNBA draft, acknowledges the platform that playing at elite schools like UConn provides for young players in Canada, contributing to the growth of women’s basketball nationwide.

“So a lot of love up north, and I appreciate all of you.”

Among some basketball lifers, there is a belief the popularity enjoyed by players like Edwards, Clark and Reese will extend to the pro game, especially the WNBA, which has steadily grown, but never come close to the interest in the NBA, a league which was revitalized by and sustained itself around collegiate stars like Magic Johnson, Larry Bird, Michael Jordan and Shaquille O’Neal.

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Without the same excitement generated by such players, the WNBA hasn’t benefited from fans wanting to follow them from college to the professional level, according to Geno Aurienma, the Hall of Fame University of Connecticut coach and one of the winningest in the history of the game.

“Hopefully this will change that narrative. The WNBA, I don’t think, has done a great enough job of marketing their individual stars, for whatever reason, because there’s been a lot of them,” he said.

Wider audience

Savanna Hamilton played university basketball at Toronto’s Metropolitan University and has since transitioned to broadcasting, where she works as the sideline reporter for Sportsnet’s Raptors broadcasts.

Hamilton points to the longstanding debate around whether a large sustainable television audience was possible for women’s sports. Hamilton says the success of the NCAA, but also women’s soccer and the PWHL — which has had steady television ratings including millions for the league’s inaugural game — indicate a shifting landscape.

“We’re in a social media era where you can choose not to watch women’s basketball, maybe it’s not available on TV, but on social media, there will be clips, there’ll be the voices of the athletes, there’ll be media personalities covering the sport, and everybody kind of wants to know what the hype is about,” Hamilton told CBC.

Hamilton says it means a wider audience, including more young girls now exploring playing a sport at a recreational or competitive level.

“Before it felt like out of sight, out of mind, because they weren’t even visible to you, so you didn’t even know they existed,” Hamilton said. “Now these little girls are growing up being like, oh, I want to be just like: insert female athlete name here.”

Thomaidis knows nothing can be taken for granted, or risk this becoming a “moment.” Nobody knows better than her that for women’s basketball the hard work must continue to further expose and grow the game.

 “You can’t be what you can’t see, but you also can’t support what you can’t see and until it’s [more] out there and available, we’re going to be stuck where we are right now,” she said.

“I really hope that this is an impetus for things to continue to improve and to explode on the Canadian scene.”