PHOENIX — The 2026 NCAA Women’s Final Four is only a little over a month away, and preparations are already underway as Phoenix takes center stage in the collegiate women’s basketball spotlight.
Arizona State Sun Devils head coach Molly Miller reacts during action against the Utah Utes at Desert Financial Arena on Feb. 11, 2026, in Tempe. © Rob Schumacher/The Republic / USA TODAY NETWORK via Imagn Images
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For Arizona State women’s basketball head coach Molly Miller, the moment is also an opportunity to reflect on the increased attention the sport has received in recent years, with this year’s Final Four in the desert marking another chapter in its growth.
“We’ve talked about how this platform is getting bigger for a women’s basketball,” Miller said during media day in Phoenix. “The exposure is bridging opportunity. And there’s interested parties in the product.”
Miller’s comments reflect the broader surge in visibility for the women’s game, from sellout crowds and television audiences to expanded sponsorships and NIL partnerships. She emphasized that attention goes hand in hand with the quality of play.
Arizona State Sun Devils head coach Molly Miller watches from the bench during the fourth quarter against Iowa State in the Big-12 women’s basketball at Hilton Coliseum on Feb. 18, 2026, in Ames, Iowa © Nirmalendu Majumdar/Ames Tribune / USA TODAY NETWORK via Imagn Images
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“The talent and the hard work and the skill of these players is off the charts,” said Miller. “And you pair that with the opportunity of media exposure, NIL partnerships, branding and marketing, financial literacy.”
The combination has transformed the college experience for these athletes, who are not just stepping onto the court for games but also showing who they are beyond basketball. Personal branding opportunities have become a key avenue for athletes to be seen and marketable.
For schools like Arizona State, expanding support systems has helped athletes navigate increased exposure.
ASU Sun Devils head coach Molly Miller talks to her team on the sidelines as they play the Kansas State Wildcats at Desert Financial Arena in Tempe on Feb. 1, 2026. © Joe Rondone/The Republic / USA TODAY NETWORK via Imagn Images
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“These student athletes have a lot on their plate,” Miller said. “But I think they’re handling it very, very well. They’re being equipped by the universities with resources to help them thrive in this environment.”
The growth of the sport transcends the Final Four and extends even to the professional level, such as the WNBA. Players take what they learn in college and apply it in the league, bringing their personal brands into the next chapter of their careers.
Balancing competitive excellence and off-court empowerment is not easy, but Miller believes it is something special to witness.
“It’s just a beautiful thing to see in women’s basketball.”
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While Phoenix will focus on crowning the best team in collegiate women’s basketball, it will also allow players to continue building their brands and carry the sport’s momentum forward.
