Written By Callie Reing
Account Executive
On July 1, 2021, numerous state Name Image and Likeness (NIL) laws were enacted. These laws allowed collegiate athletes to make a share of the revenues generated from using their name, image, and likeness in broadcast and video games. Since the establishment of this law, many collectives have been formed to facilitate NIL activities for college athletes. Collectives are third-party school-specific organizations that pool funds from donors to create NIL activities for athletes at that school.
While in theory, collectives and NIL deals appear to create new opportunities for women collegiate athletes to build relationships with businesses, get paid, and grow their fanbase, in reality, only a small percentage of women can capitalize on these deals compared to men. 95% of collective money goes to men, while 5% is spent on women. There is an emerging debate regarding whether these collectives should be included in Title IX deals to give men and women the same resources and opportunities to capitalize off NIL. However, since collectives are third-party organizations and not technically connected to these collegiate schools, they do not fall under the umbrella of Title IX.
In addition to the lack of collective investment for women athletes, another inequity seen in NIL deals is the way students acquire NIL deals. While brands and businesses regularly approach male athletes, women athletes often have to contact companies and persuade them for sponsorship.
Looking at NIL deals in general, male football players gain the most money and have the highest number of deals. Six of the top ten NIL receivers go to make football players. Only one woman, Livvy Dunne, ranks in the top ten NIL earners at LSU Gymnastics. There are only six women who are among the top 100 NIL receivers; these are Livvy Dunne, Angel Reese, Flau'jae Johnson, Hailey Cavinder, Caitlin Clark, and Paige Bueckers.
While NIL practices highlight inequities between men's and women's sports, the sponsorships women have acquired have also played a significant role in increasing the popularity and viewership of women’s sports. Seeing women athletes in advertisements and commercials has increased fan engagement with women’s college sports, and has aided in strengthening the community of women athletes. It has also encouraged collaboration and support between women athletes of all ages and has increased women's empowerment since NIL deals allow women athletes to take control of their personal brands and career paths.
In conclusion, although NIL deals have contributed to the growing viewership and awareness of women's college sports, how and with whom these deals are formed highlights the continuing inequities between men's and women’s sports.
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