The year of Kelly Lynch’s freshman feels like a lifetime.
In the fall of 2019, Lynch, who won the National High School Player of the Year as a Senior at East Coweta High in Newnan, Georgia, arrived in Seattle as perhaps the most valuable preparation softball outlook in the United States. Not surprisingly, the company tried to take advantage of her important social media.
However, NCAA law prohibited such partnerships.
“Not everyone is offering money, but people will say,’Hey, can you send me this product to post on your (Instagram) story?’ “Oh, I’m sorry, but I can’t.”
“I was fortunate to be able to work with Outback (Steakhouse) and Coca-Cola just by looking at it now. It’s very surreal. It’s really cool for all college athletes, but especially women at this time. You can see how profitable we are on social media. It’s really, really cool to know that people are finding value in us. “
That wasn’t always the case. Title IX — a federal law that guarantees equal opportunity for men and women in “any educational program or activity that receives federal financial assistance, including athletics” was passed 50 years ago on Thursday. And last July, the NCAA suspended the rules of amateurism related to names, images and portraits across the country. College athletes can benefit from sponsored social media posts and advertisements, personal streaming channels, training lessons and camps, speaking engagement, merchandising, sign sales, and endorsement deals. more.
For Lynch and others like her, the NIL era had an immediate impact.
But for others, it arrived too late.
“It’s tough,” said Kelsey Plum, NCAA’s best-scoring scoring champion, who brought the UW to the Final Four and was selected for the first pick of the 2017 WNBA Draft in an interview with the Times last summer. “Especially during the last few years of my career, there were people who sold out the arenas on the streets, played games that were broadcast nationwide, and wore my number on the shirt stand. You can’t give it a name.
“I really thought it was a stage in your life. Now I can be a professional and make money from my job. But rent in Seattle isn’t cheap. I’m in the room I was paying like $ 900 a month, and I’m trying to pay wifi. I’m trying to pay for petrol in my car. There was a day when I looked up my bank account and said “Dan”. I’m sure-whether it’s local or national-I think I’ve made some good money. But I’m here. “
One year of data confirms that rating. According to NIL platform leader Opendorse, 15.7% of the total NIL rewards from July 1, 2021 to May 31, 2022 were paid to female basketball players. This is second only to soccer (49.9%) and men’s basketball (17%). Still, female hoops make up only 4.5% of NIL’s total trading. So the top stars in this sport are disproportionately profitable.
In March, Axios and Opendorse reported that each social media post from UConn’s outstanding Paige Bueckers was worth a whopping $ 62,900, followed by Louisville’s Hailey Van Lith ($ 44,200). Of the male and female Sweet 16 participants, the following three high-income earners, Gonzaga’s Chet Holmgren ($ 10,400), Drutimme ($ 8,400), and Duke’s Paolo Banchero ($ 9,000) can hardly compete. was.
Of course, the Bookers have probably become the biggest stars of the NIL era. We have contracts with Gatorade, Cash Appli, StockX and Crocs. However, according to Opendorse, Division I’s average compensation per athlete is modest at $ 3,711.
This is still paying dividends for college athletes.
Especially when I don’t have time to work.
“We have 20% (scholarships) or 70% (scholarships) players, so everyone has their own story,” Lynch said. “It’s really hard if you don’t have a family or such financial support. If you just have to put your food on the table and you can’t because of your busy schedule, it’s a college experience. I changed it completely.
“For me, I know I can go shopping at NIL now. I don’t have to worry about that. It’s a real game changer for me and for many other athletes as well. I’ve seen it at different levels. “
Added plum: “In the summer, I was in a hurry. I was camping and refereeing. I tried to do what I could to scrap that type of cash together. But absolutely Not so (against the idea of working). You are a full-time student, a full-time athlete, and always traveling on the road. I can personally keep my work down. There is absolutely no way. I know people do it. I don’t know how people do it. There is no way. “
of Presentation to the University of Washington Board of Directors Last month, athlete director Jen Cohen reported that at least one athlete in all UW sports (male and female) benefited from NIL with some ability.Lynch and the University of Washington Softball All-American Bayley Clingler recently announced a deal with the Outback Steak House, but local sports product company Simply Seattle has partnered with eight Husky Softball players. To commemorate the 50th anniversary of Title IX..
Vintage Brand — a company that creates personal merchandising brands for college athletes — also partnered with UW freshman hoop guard Jayda Noble this spring.
“We looked at the landscape and thought (women’s basketball) was really NIL’s sweet spot,” said Chadhart Bigson, a former UW baseball player and co-founder of the vintage brand. “I don’t think these athletes are well-served for one, but they are very marketable. The athletes there have a better understanding of social media than the athletes on the football side. They Are more aggressive with it. They know how to portray themselves. They do a really good job of shooting great videos and providing really great content that people want to see.
“We thought,’Man, these athletes have strong supporters.’ Many of this is about social reach. It’s not about who is the best player on the team. It’s who. Is it really possible to sell yourself, build a brand, and show a dynamic personality? ”
In that sense, posting content on social media accounts for 67.6% of all NIL activities and 34.2% of all rewards. This is the most common in both categories, according to Opendorse. Lynch recognizes, for example, her achievements in the UWNIL course, which educated her on the tax implications of NIL transactions and the best ways to build a great-looking brand.
“From a marketing perspective, I really need to take a step back and write down my core values and who I am as a person,” she said. “How do I get it to appear on social media? I think it’s really easy to get to the surface level on Instagram and people don’t really know you. They take the photos you’re posting. Just look. I don’t like the photos I posted, I want people to know more about me.
“You’re watching Danielle Lawrie (former University of Washington national champion pitcher and ESPN analyst). She has a mother who follows her. It’s not just softball. It’s not just softball. What I think is really cool about it. The world considers us primarily softball players, but through NIL we not only express other interests, but also give back our sport. And can grow. Looking at all the camps that softball players have been able to wear since NIL passed, we can give back to the game and play our part. Is amazing. “
Of course, when it comes to NIL, football is still the biggest fish. As a result, since July 1, 2021, male Division I athletes have earned 73.5% of total NIL compensation and females have earned 26.5%.
More work is needed to commemorate the 50th anniversary of Title IX. At all levels, women’s athletics can continue to grow.
But now, at least, Lynch can post products on Instagram.
“The collaboration with (UW NIL Collective) Montlake Futures is great and they are the only ones to find local brands and people who really want to support us and really care about Seattle University athletes. I’m working, “Lynch said. “Since the beginning of NIL, I’ve felt so much love from our city and small businesses. I’m really lucky to be at the University of Washington because we have a lot of these resources. , Because there are many people who can help us get as much as we can from NIL while we are here. “
Added Plum, an outstanding guard at Las Vegas Aces. “It’s huge that these student athletes will be able to take advantage of (NIL). We don’t have millions of dollars (professional contracts) like everyone else, but this is yours. It’s a way to build a brand, build your business, and take steps to really elevate yourself throughout your college career. What a luxury. So absolutely, I think it helps a ton of female athletes. “
