ESPN’s decision to feature a women’s basketball game in a coveted Saturday night primetime slot on ABC represents both strategic programming and recognition of the sport’s growing appeal—with South Carolina vs. LSU emerging as the perfect showcase.
Breaking New Ground
When ESPN’s programming team identified an available Saturday, February 14 slot on ABC’s schedule for the 2025-26 season, they saw an opportunity to make history.
“So we just thought it would be a great window for us to utilize this year to put on a marquee women’s basketball game,” said Dan Margulis, ESPN’s senior director of programming and acquisitions.
The decision marked a significant departure from tradition. ESPN/ABC typically reserves Thursdays and Sundays for women’s games while dedicating Saturdays to men’s basketball. According to Margulis, this represents the first time women’s basketball has occupied ABC’s Saturday night primetime window.
The Perfect Matchup
Once the slot was secured, selecting the game proved straightforward.
“We’re always looking to sort of grow and experiment in different ways we can,” Margulis said. “We wanted to do a marquee matchup, and the one working with the SEC that really worked into this was South Carolina and LSU, which we loved, right?”
No. 3 South Carolina (24-2, 10-1 SEC) will face No. 6 LSU (22-3, 8-3) at Pete Maravich Assembly Center in Baton Rouge on February 14 at 8:30 p.m. ET on ABC.
The Coaching Titans
The rivalry’s marquee appeal stems partly from the stature of both head coaches. In January 2025, South Carolina’s Dawn Staley became the highest-paid college women’s basketball coach in history. LSU’s Kim Mulkey previously held that distinction at $3,264,000 according to USA TODAY.
Staley’s historic contract doesn’t diminish Mulkey’s value—rather, it underscores what both coaches contribute to the sport’s growth. Staley currently sits one national championship away from matching Mulkey’s four titles.
Series History and Recent Dominance
South Carolina holds a 21-22 all-time record against LSU but has dominated during the Staley era with an 18-5 mark, including 17 consecutive victories. The Gamecocks won last season’s lone meeting 65-56 at home on January 24.
Mulkey spent 21 seasons at Baylor, winning national championships in 2005, 2012, and 2019, before accepting the LSU position for the 2021-22 season.
The Fulwiley Subplot
Four months after last season’s meeting, star South Carolina guard MiLaysia Fulwiley executed one of the offseason’s most significant portal moves by transferring to LSU.
Fulwiley’s history against the Tigers adds intrigue—she scored 40 combined points against LSU across three meetings over two seasons.
“You’ve got so many different storylines with it. They are bitter rivals, they’re both unbelievable history of success, the sort of the substory of Fulwiley transferring to LSU,” Margulis said. “It just was a great opportunity to give that a prime time window for exposure.”
Recent Controversies
Recent meetings between the programs have generated additional drama beyond the scoreboard.
During the 2024 SEC tournament championship, a scuffle erupted at halfcourt between the teams with two minutes remaining.
Last season brought another controversy when South Carolina suspended its DJ for playing “Cut Friends” by Camouflage—the late father of LSU star guard Flau’jae Johnson. The DJ never returned, and South Carolina issued an apology statement.
Valentine’s Day Intentionality
The February 14 date carries deliberate programming strategy beyond mere coincidence.
“We knew it was Valentine’s Day,” Margulis confirmed. “Sports programming in general I always like doing the opposites, so Valentine’s Day you should have rivals so certainly we need a rivalry there because it makes sense and it’s counterintuitive.”
The counter-programming concept—featuring bitter rivals on a day associated with love—creates natural promotional appeal while differentiating the broadcast from typical Valentine’s Day entertainment options.
Atmosphere and Anticipation
The matchup promises an electric environment. Last year’s game at Colonial Life Arena sold out, and tickets for this year’s contest in Baton Rouge ranged from $128 to $928 on StubHub as of February 10.
Pete Maravich Assembly Center holds 13,215 fans. When LSU last hosted South Carolina in 2023-24, official attendance reached 13,205—effectively capacity.
ESPN’s “College GameDay” will broadcast from Baton Rouge, previewing the game 30 minutes before tipoff and further amplifying the event’s significance.
Strategic Exposure for Women’s Basketball
Margulis emphasized the broader opportunity the primetime slot represents for growing women’s basketball.
“I think we tend to forget sometimes that it’s not that there’s not fans, but a lot of people haven’t been exposed to it yet so if you are going to expose them to something you want to put on a game where the quality of play is high, where the rivalry is great, where the crowd will be going nuts,” Margulis explained. “LSU and South Carolina have two great atmospheres … I think it’ll be a great representation of the sport.”
Conclusion
ESPN’s decision to feature South Carolina vs. LSU on ABC’s Saturday night primetime window represents calculated risk-taking grounded in the sport’s demonstrated growth. With championship-caliber teams, Hall of Fame coaches, compelling storylines, and passionate fanbases, the matchup provides an ideal introduction to women’s basketball for viewers tuning in for the first time.
The Valentine’s Day scheduling adds promotional flair while the quality of competition ensures the game can stand alongside any sporting event in the weekend’s television landscape. For women’s college basketball, it’s another milestone in the sport’s continuing evolution toward mainstream prominence.
