Destination Cleveland's branding, alongside the NCAA Women's Final Four logo, appeared outside the Rocket Mortgage FieldHouse.Photo: Bob Perkoski
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CLEVELAND—You've likely seen these stats by now, but they're worth reiterating: April 7's NCAA Women’s Basketball Championship game between No. 1 seeds Iowa and South Carolina scored 18.9 million viewers, becoming the most-viewed women’s college basketball game ever and ESPN platforms’ most-viewed college basketball game (men’s or women’s) on record. And for the first time in history, more people watched the women’s championship game than the men’s.
These stats speak to the star power of players like Iowa's Caitlin Clark (who this year became the all-time leading scorer in NCAA basketball), LSU's Angel Reese, and University of Connecticut's Paige Bueckers, who have generated major interest in women's basketball. The three Women's Final Four games, which took place in Cleveland, averaged 13.8 million viewers and took over the city's Rocket Mortgage FieldHouse. Ultimately, the Gamecocks came out on top and defeated Iowa 87-75.
“Cleveland was the epicenter of the sports world as thousands visited and a combined 40.5 million viewers watched a historic weekend of women’s college basketball,” said David Gilbert, president and CEO of Destination Cleveland and the Greater Cleveland Sports Commission. “When Cleveland hosts events, we strive to go above and beyond. I’m proud that our local effort drove big crowds. We met or surpassed benchmarks set by previous hosts for the Final Four’s five ancillary events, including Tourney Town and Super Saturday Practice.”
The brand activations and events filled the FieldHouse's Gateway Plaza and the Huntington Convention Center of Cleveland, where the Women's Final Four Tourney Town presented by Capital One set up shop. The free, open-to-the-public festival was jampacked with special appearances, interactive games, giveaways, historical Women's Final Four team displays, photo ops, basketball contests, food, and merch.
Keep scrolling to see inside Tourney Town and other Women's Final Four-adjacent events...
![AT&T](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/240405_ATT_TourneyTown_022.66192fd98b241.png?auto=format%2Ccompress&q=70&w=400)
![Once inside, fans had the chance to dribble and shoot basketballs on an immersive, motion-tracking LED court.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/240405_ATT_TourneyTown_2092.66192f6aa1841.png?auto=format%2Ccompress&q=70&w=400)
![They also had the opportunity to meet NCAA legends and WNBA greats like Sheryl Swoopes, A’ja Wilson, and Candace Parker (pictured).](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/240407_ATT_TourneyTown_668.66192ffc1865f.png?auto=format%2Ccompress&q=70&w=400)
![As the presenting sponsor of the 2024 NCAA Women’s Final Four, AT&T also hosted the Super Saturday Concert. The free concert was headlined by award-winning artist Latto and aimed to connect both women's college basketball fans and the Cleveland community ahead of the championship game.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/240406_ATT_SuperSaturday_Latto_448.66193011b8ba6.png?auto=format%2Ccompress&q=70&w=400)
![Nissan](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSC02473.6619664ce902c.png?auto=format%2Ccompress&q=70&w=400)
![Fans could partake in Drive the City, a dribbling activation that challenged participants to weave through street signs, barricades, buildings, inspirational messages, and the 2024 Nissan Rogue on their way to the basket.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/full_res_19.66182c0b714e4.png?auto=format%2Ccompress&q=70&w=400)
![Hoopers of all ages could take to the Light It Up court for an electrified shooting challenge inspired by the all-electric Nissan ARIYA. Attendees could light up the 'city skyline' in their school colors after each bucket made.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSC01806.661966a1595b3.png?auto=format%2Ccompress&q=70&w=400)
![Fans could get a glimpse of the 2024 Nissan Kicks.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSC01193.6619672e53d99.png?auto=format%2Ccompress&q=70&w=400)
![Arist and sneaker customizer By Jordana created four custom pieces to celebrate this year's Final Four schools and the sneaker-inspired design of the new Nissan KICKS.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSC02012.6619674081d2a.png?auto=format%2Ccompress&q=70&w=400)
![ESPN](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024_FinalFour_MRCTCo_6.6619a955a9695.png?auto=format%2Ccompress&q=70&w=400)
![The activation is a nod to the ESPN marketing campaign, “That’s Our Move: On The Biggest Stage.” It aimed to give fans the full VIP rockstar treatment.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024_FinalFour_MRCTCo_7.6619a9da0ba29.png?auto=format%2Ccompress&q=70&w=400)
![Fans got to pose in front of this sleek, back-lit photo moment.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024_FinalFour_MRCTCo_13.6619a9e2280b8.png?auto=format%2Ccompress&q=70&w=400)
![During the activation, fans were also greeted with surprise and delights from some of the WNBA’s biggest stars, including Rhyne Howard and Hayley Jones, who participated in shoots and signed autographs.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/2024_FinalFour_MRCTCo_41.6619a96a93764.png?auto=format%2Ccompress&q=70&w=400)
![Invesco QQQ](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/040524_InvescoQQQ_Final_Four_Cleveland_EB_30.6618603571c65.png?auto=format%2Ccompress&q=70&w=400)
![Concepted and produced by 160over90, the activation allowed fans to hit a buzzer beater, nail clutch free throws, and get hot hands just like the legends. The experience used custom-built technology and innovations inspired by companies in the Invesco QQQ ETF.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/040424_InvescoQQQ_Final_Four_Cleveland_EB_31.661860656fef0.png?auto=format%2Ccompress&q=70&w=400)
![Parker also appeared on the 'Above the Rim' financial education panel, hosted by Invesco QQQ. The event, moderated by ESPN journalist Holly Rowe, was aimed at Cleveland student-athletes. Panelists included Parker, Fidelity senior vice president Kelly Lannan, and Invesco US chief global market strategist Kristina Hooper. They touched on insights and lessons learned throughout their personal financial journeys.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Candace_Parker_and_Holly_Rowe_.66193471e3e34.png?auto=format%2Ccompress&q=70&w=400)
![The Home Depot](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Cleveland1_81.66180deb6517d.png?auto=format%2Ccompress&q=70&w=400)
![Fans could engage with this 'How to Seed a Bracket' photo wall with live plants.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Cleveland1_18.66180d47760a1.png?auto=format%2Ccompress&q=70&w=400)
![Younger fans were drawn to the activation's 'How to Work the Paint' crafting activity.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/Cleveland1_24.66180d572b565.png?auto=format%2Ccompress&q=70&w=400)
![Fierce Lab](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF4064.66180e01e21de.png?auto=format%2Ccompress&q=70&w=400)
![This spring and summer, Fierce Lab will hit the road to meet college women, share the Fierce Lab story, build its brand ambassador program, and build support with its brand partners. 'We wanted our first stop to be the Women’s Final Four,' said Tara Wilson, founder of Fierce Lab and Tara Wilson Agency. 'With all the history-making moments in women’s sports this year, it felt like the right moment to align with and share the Fierce Lab story. Plus, the Final Four weekend presented an opportunity where college women and female leaders were converging in one location. We know our mission aligns with the values of women’s sport, and we felt there was no better moment than this one to share our mission.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF4277.66180db08d587.png?auto=format%2Ccompress&q=70&w=400)
"We wanted our first stop to be the Women’s Final Four," said Tara Wilson, founder of Fierce Lab and Tara Wilson Agency. "With all the history-making moments in women’s sports this year, it felt like the right moment to align with and share the Fierce Lab story. Plus, the Final Four weekend presented an opportunity where college women and female leaders were converging in one location. We know our mission aligns with the values of women’s sport, and we felt there was no better moment than this one to share our mission.”
![The CreatHER Dinner also featured this “permission slip” moment. 'Women at times need to give themselves permission to dream big and strive for big goals,' Wilson said. 'Fierce Lab empowers women to do just that with a written permission slip.' Attendees also received one-on-one demos of Samsung's new S24 device, branded swag, and an invitation to attend Fierce Lab LIVE in October in Fort Worth, Texas.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF4781.66180e56ecd6e.png?auto=format%2Ccompress&q=70&w=400)
![Fierce Lab's second event of the weekend was Coffee, Connections & Conversations. Tara Wilson Agency took over 27 Club Coffee in Cleveland for networking and a panel discussion.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF6520.66180e93265f0.png?auto=format%2Ccompress&q=70&w=400)
![Fierce Lab and Tara Wilson Agency purchased more than 200 cups of (branded) coffee for customers.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF6560.66180f3737c56.png?auto=format%2Ccompress&q=70&w=400)
![Wilson moderated a panel discussion with Sarah Bergstrom of TOGETHXR, Sydney Umeri of Meta, and Camille Buxeda of Octagon, who spoke about their career in sports and the lessons they’ve learned through their career journeys.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF6701.66180ebe03954.png?auto=format%2Ccompress&q=70&w=400)
![“Cleveland was a new market for Fierce Lab, so we had to work quickly and strategically to cultivate relationships with local creators, businesswomen, universities, and college students,' said Paige Hegedus, head of partnerships for Fierce Lab. 'Our success at the Final Four weekend is a testament to the strong desire of women to have access to resources like Fierce Lab. We had a waiting list for our CreatHER Dinner in partnership with Samsung. We eventually closed sign-ups due to the overwhelming response.'](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/DSCF6650.66180f08bd349.png?auto=format%2Ccompress&q=70&w=400)
![Destination Cleveland](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/04/womens_final_four_thurs_026.66182b4f7a6c0.png?auto=format%2Ccompress&q=70&w=400)