Future Icons: Rising NIL Stars in Women’s College Sports

In the dynamic world of women’s college sports, Olivia ‘Livvy’ Dunne has emerged as a trailblazer. She’s redefining what it means to be an athlete in the Name, Image, and Likeness (NIL) era.

As she wraps up her stellar career with the LSU Tigers, everyone’s watching to see who might follow her lead. Dunne’s rise, fueled by her clever use of social media, has set a new standard for NIL stars.

Now, women’s college sports feel more open than ever. Athletes have fresh chances to monetize their personal brands—something that would’ve sounded wild a decade ago.

The Rise of Olivia Dunne

Olivia Dunne started as a young gymnast in New Jersey and somehow became an international sensation. Her big break really came during the COVID-19 lockdowns, when she posted short TikTok clips from home.

Those videos just clicked with people stuck at home, and her follower count exploded. Dr. Megan Sawey, a Cornell lecturer, called Dunne’s success a “perfect cocktail” of factors, pointing to her long-standing online presence and TikTok’s sudden popularity in 2020.

Balancing Athletic Performance and Lifestyle Content

Dunne mixed her gymnastics highlights with glimpses into her personal life. That combination made her relatable and kept her audience coming back for more.

This balance is essential in the NIL era. Athletes have to show off their personalities, not just their skills. When the NCAA’s NIL rule kicked in during July 2021, Dunne jumped at the opportunity and landed early deals with brands like Vuori, Grubhub, and Bodyarmor.

Since then, her portfolio’s grown to include big names like American Eagle and Sports Illustrated Swimsuit. It’s a testament to how quickly things can snowball when you play your cards right.

The Impact of NIL on Women’s College Sports

The NIL regulations have changed women’s college sports in a big way. Athletes can now make money off their personal brands, but it’s not as easy as it sounds.

Dr. Sawey points out that NCAA hopefuls basically have to act like influencers now if they want brand deals, especially in sports that don’t rake in a ton of revenue.

Setting the Framework

With NIL on the rise, private equity has started pouring into youth sports. Institutions like IMG Academy in Florida are building new programs and experiences for future college athletes.

This shift means athletes need to build a public presence early. They’re not just athletes anymore—they’re brand managers, too.

The Challenges and Criticisms

Dunne’s success hasn’t come without a price. As a high-profile female athlete with mostly male followers, she’s faced her share of criticism and harassment.

Some fans accused her of “milking her time in college to make money” when she announced she’d use her fifth year of eligibility. It’s a frustrating double standard, and it shows how women in sports get judged more harshly than men.

Gender Dynamics and Public Perception

Redshirting and taking a fifth year are totally normal for male athletes. But when women like Dunne do it, the scrutiny gets intense.

Critics sometimes try to downplay her athletic accomplishments, calling her more of an influencer than an athlete. That’s just unfair, and it ignores what she’s actually achieved.

Safety Concerns

The backlash against Dunne has sometimes spiraled into harassment and stalking. She even had to switch to online classes for her own safety.

One incident at a gymnastics meet against the University of Utah made national headlines. It’s a harsh reminder of the risks that come with fame, especially for women.

The Search for the Next NIL Star

With Olivia Dunne’s NCAA gymnastics career winding down, people are already on the lookout for the next NIL star. Brands are scanning social media, hoping to catch lightning in a bottle again.