It comes at a time when women's sports generally — from basketball to soccer and even volleyball — are attracting new viewers. Last week's college women's basketball championship game between the Hawkeyes and the South Carolina Gamecocks, meanwhile, snagged more viewers than any basketball — women or men, college or pro — since 2019, ESPN said. It's not just women's college ball that's luring eyeballs. Attendance at US women's pro soccer games increased by 23% in 2023, according to National World Soccer League commissioner Jessica Berman. And that's just the start, according to hedge fund mogul Marc Larsry, who recently declared women's sports the next "big opportunity" for sports investing.

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Persons: Big3, Caitlin Clark, Caitlin, Ted Lasso, Jason Sudeikis, Travis Scott, It's, Jessica Berman, Marc Larsry Organizations: University of Iowa, Business, Iowa Hawkeyes, Hawkeyes, South Carolina Gamecocks, ESPN, National World Soccer League, Deloitte, Wall Locations: Nebraska, Silicon