The Athletic has live coverage of Texas vs. South Carolina and UCLA vs. UConn in the 2025 Women’s Final Four.
Start times matter in sports when it comes to championship game viewership. The World Series, the NBA Finals, the Stanley Cup Final, the NCAA men’s basketball title game and college football national championship game, just to name a few mega-events, all commence in a prime time (on the East Coast) television window. The Super Bowl airs slightly earlier (roughly 6:30 p.m. ET) but concludes in the middle of prime time. There is a reason television programmers have historically done this, and it follows the same adage that Willie Sutton used
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