INDIANAPOLIS, IN – MARCH 6: The Iowa State Guard during the Women’s Big Ten Tournament Championship College Basketball game between the Indiana Hoosiers and the Iowa Hawkeyes on March 6, 2022 in Gainbridge Caitlin Clarke, 22, raises her arms to get the crowd cheering. Fieldhouse in Indianapolis, Indiana. (Photo by James Black/Icon Sportswire via Getty Images)
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LeBron James’ son Bronnie got most of the attention, but the recent Nike NIL deal had another big story, allowing college athletes to get paid. The Nike deal marks the emergence of female collegiate and amateur athletes as winners in the early days of the NIL era as the divide continues to widen.
“I think this reflects the broader movement we see in sport. I think it’s a slow calculation, but a calculation of more opportunities, more interest. ” Sports Business Program at the University of Washington.
University of Iowa point guard Caitlin Clark, Stanford University guard Hayley Jones, and Sierra Canyon High School guard Juju Watkins have signed three women’s basketball players. NikeAlongside Sierra Canyon High School point guard Bronnie James and Camden High School guard DJ Wagner, the newly confirmed NIL endorsement deal.
“I grew up watching Nike athletes from all sports compete. They inspired me to work hard and make a difference. I attended this first Nike basketball class. I am humbled by what I have accomplished and am passionate about inspiring my next class,” Clark said. Nike release.
The success of women’s sports in the early NIL era
After a landmark Supreme Court ruling in July 2021, female athletes have become a significant expected to benefit.
“I think most people knew there was a big opportunity, especially for female athletes,” Richet said.
According to NIL technology company and marketplace Opendorse, women’s basketball ranked the third highest among NIL-insured sports when tracking transactions from the NIL’s run through September 30 of this year. . A total of 12.6% of NIL rewards went to women’s basketball, which followed men’s basketball (18.9%) and soccer (49.6%).
While there is a large gap between NIL rewards for soccer players and all other athletes, Opendorse’s data shows that there are potentially greater benefits within women’s sports. Six women’s sports ranked in her top 10 NIL-compensating sports, with women’s basketball, volleyball and softball all surpassing the third most profitable men’s sport, baseball.
“The brands we work with are very clear about saying they want to make sure the athletes they work with on campaigns have full representation. We are looking for diverse representatives. [and] It’s an equal representation of men and women,” said Lisa Bregman, Senior Director of Marketplace Success at Opendorse.
Nike is Strong presence in college sports merchandisinghas further invested in growing its womenswear business through partnerships with universities.
Both local and global brands have seen the potential to endorse college athletes, with 12 players making the 100 despite lucrative deals with footballers going by a wide margin. over $500,000 and 50 players have traded over $500,000 worth. According to sports data company On3 — More and more companies are signing NIL contracts with female athletes.
Rutgers University softball player Kayla Bock said, “More football and basketball players are getting bigger deals that include cash payments. There are companies looking for specific sports.
Bock and a total of eight sorority-athletes recently signed a NIL contract with the New Brunswick Development Corporation (Devco) to mark Title IX’s 50th anniversary. Discrimination in federally funded schools or other educational programs.
The NIL contract expands career opportunities for female athletes.
“Many of these women do not have opportunities at the team sports level that their male colleagues do professionally. , will set up some opportunities, many years down the road,” Richet said. “That’s why it’s exciting to watch, but it’s not surprising to see so many college-age athletes cement their NIL deals in various, sometimes lucrative, ways.”
Women’s Social Media Presence Influences Trading
According to On3’s “College Women’s Basketball NIL Rankings,” Clark ranked as the 10th highest-earning college women’s basketball player, while Jones ranked 12th. While a deal with Nike will likely help these players move up the rankings, it also falls to the athletes to maintain their newfound fame.
“This creates a bigger platform and bigger incentives for student-athletes with NIL contracts, but especially [for] Female athletes hone, polish, and perfect their brands,” Richet said.
By focusing on growing their social media following and engagement, female athletes under contract with NIL can compensate for the lack of attention that women’s sports have historically received.
A 2021 study from the Pew Research Center found that 12% more women than men use social media, and businesses are recognizing this as NIL contracts are signed. Companies want to partner with student-athletes who can effectively market their brands, and they know there’s no better way to do this than through social media to younger generations.
Excluding soccer, Opendorse found that NIL-compensated female athletes engaged in 19.6% more social media activity than male athletes.
“Knowing that women tend to participate more actively in social media, and knowing that there are real opportunities in the space to build these deals and brands, gives female athletes an opportunity to stand out. was really born,” said Bregman.
Posting photos of new Liquid IV products and sharing Adidas discount codes with friends and family, Bock reaps the benefits of NIL deals, increasing awareness of her athleticism and women’s sport overall. I’m here.
“just the difference [viewership for the] The girls dominated the boys in the Men’s Baseball College World Series and Women’s Softball College World Series. So when it comes to women’s sport in general, I think women’s sport is becoming bigger,” Bock said.
Future Impact on College Sports Business
In the 50th anniversary of Title IX, girls are still missing out on 1 million high school sporting opportunities and girls are missing out on 60,000 college sporting opportunities, according to a recent study by the Women’s Sports Foundation. became clear in However, her growing NIL trade for female athletes has received more attention, and we expect to see continued increases in rewards for women’s sport in the future.
“There is no doubt that if these women succeed on the court and build their brands off the court, especially through social media, they have the potential to increase and enhance the exposure of women’s basketball,” said Richet with Nike and Clark. talked about the deal with , Jones and Watkins. “If more student-athletes do this in women’s games, it could impact corporate partnership deals and media rights deals that women’s basketball can command, as well as colleges and individual schools where these young women play. .”
According to the NCAA’s 2022 “The State of Women in College Sports” report, Division I sports programs continue to spend nearly twice as much on men’s teams than women’s teams, with divisions II and III spending similarly. , but less severe gaps are seen. A successful deal with NIL could start securing more funding for women’s sports.
“Women are going to have new platforms they can activate, and I think the impact will inevitably bring more attention to the sports they play,” Bregman said.
Female athletes are already playing a role in spreading the message about the future of women in sports and public figures.
“It’s our turn to continue paving the way for our next generation. It’s not just sports, it’s the same in the classroom. You can,” said Bock.
