April 6th 2024.
After 17 years, Cleveland is once again hosting the Women's Final Four from April 4 to 7, and the entire state of Ohio is buzzing with excitement. This event is not just a big deal for basketball fans, but it also brings in a surge of viewership and attendance for women's college basketball. In fact, the NCAA has reported record-breaking attendance for the first two rounds of the tournament in the past two years, with a 27% increase in TV ratings. Last year's championship game between LSU and Iowa drew in nearly 10 million viewers, which was more than double the previous year's numbers.
As the hype builds up, it is estimated that 20,000 people from all over the country will attend the tournament, bringing in an impressive $25 million. And this year, the Women's Final Four in Cleveland is getting an extra boost with a strategic partnership between Marriott Bonvoy and Sydney Carter, a renowned women's college basketball coach who currently serves as the Director of Player Development for the University of Texas Women's Basketball team. As a distinguished travel program with over 30 hotel brands, Marriott Bonvoy recognizes the impact of sports tourism and is dedicated to enhancing the fan experience. Their "Score Big with Marriott Bonvoy Game Day Rituals" campaign not only celebrates the passion of sports fans, but also offers them the opportunity to be a part of the excitement firsthand.
Before the two-day tournament, BLACK ENTERPRISE had the chance to speak with Sydney Carter about her partnership with Marriott, reflecting on her journey from player to coach, and the significance of game-day rituals. The Women's Final Four is not just about basketball, it is a major event that turns cities into economic hubs, and Cleveland is no exception. Beyond the financial benefits, this event holds a deeper meaning - a celebration of athleticism, teamwork, and years of hard work and dedication.
Looking back on her own journey from being a player to now coaching at a high level, Carter shares, "March Madness is a unique time of the year where people from all walks of life come together to celebrate the excitement of the tournament. As someone who has traveled extensively throughout my basketball career, I have seen how travel and sports can bring people together, broaden perspectives, and foster connections and community."
Over the past decade, the enthusiasm for women's basketball has grown tremendously, with constant storylines drawing in large audiences and new fans. Names like Angel Reese, Clark, and USC's Juju Watkins are now widely recognized among sports fans, including those who may not typically follow women's basketball.
Game-day rituals are a crucial part of any sports fan's experience, and Coach Carter, a well-respected figure in the basketball community, is now lending her expertise and passion to the "Score Big with Marriott Bonvoy Game Day Rituals" campaign. She embodies the essence of game-day rituals, stating, "As a former player and coach, game-day rituals have always been a part of my routine. Whether it's picking out the perfect game day outfit or listening to a specific song, these pregame traditions are something that players and fans can relate to."
When it comes to their favorite team, sports fans will go to great lengths to try and influence the outcome of a game. According to a survey conducted by Wakefield Research, 63% of fans with game-day rituals believe that their team will lose if they don't complete their rituals, and a staggering 74% said they would even risk their job to watch their team play for a championship during work hours. Carter, who played college basketball at Texas A&M and professionally in the WNBA, recalls when her game-day rituals first started, saying, "I've had several game-day rituals for as long as I can remember. As a player, I would always make sure to drink a specific amount of water and eat a particular candy bar before every game, and I would always put my uniform on the right side first."
Partnering with JW, known for creating mindful experiences, is a perfect fit for Carter, who still participates in game-day routines as a coach. "Now, as a coach, I still put everything on the right side first, but my game-day rituals also include things like having a cup of coffee (or two), following my makeup routine, and picking out an outfit that makes me feel prepared and confident to lead my team."
With the Women's Final Four just around the corner, Cleveland is ready to showcase its ability to host major events and the enduring spirit of women's college basketball. And with Carter and Marriott Bonvoy's partnership, fans can expect an unforgettable experience beyond just the game. Carter, along with two lucky winners, will get to enjoy courtside seats and a personal game-day rituals session with Carter herself. This event is a celebration of passion, tradition, and the power of rituals in sports, and it will undoubtedly be an experience to remember.
"Game-day rituals are incredibly important," states Carter. "Not only do they provide a sense of familiarity, but they also help put you in the right mindset and headspace to accomplish your goals. The "Score Big with Marriott Bonvoy Game Day Rituals" campaign is a fun representation of the significance of these traditions for players and fans, and I am honored to be a part of it!"
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