NCAAS NIL Women Athletes: Empowering the Next Generation

ByCoach

The NCAA’s newly introduced NIL Assist data dashboard, which rolled out two weeks ago, shines a light on the complexities of the Name, Image, and Likeness (NIL) space that has evolved over the last three years.

This dashboard, spearheaded by NCAA President Charlie Baker, offers a glimpse into women’s athletics. It provides aggregated data on NIL deals which, until now, lacked transparency.

The database compiles and anonymizes data from Division I, Division II, and Division III schools that sponsor a Division I sport, showcasing trends in the NIL market.

The data from the 2023-24 academic year helps reveal insights into the financial opportunities available to female college athletes. It demonstrates both current trends and future potential growth in the NIL arena.

What does women’s sports NIL data reveal?

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The details from the latest data shed light on how female college athletes are navigating the NIL marketplace.

In Power Four women’s sports, basketball leads, contributing to 22.7% of reported NIL deals.

Softball follows with an 18.5% share, while volleyball, soccer, lacrosse, and gymnastics make up 15.2%, 12.8%, 12.3%, and 5%, respectively.

At the Group of Five level, women’s basketball dominates with 29.4% of reported deals. Softball and soccer athletes command 21.4% and 18.5% of the deals, while the remaining women’s sports sit below 10%.

Earnings and Values:

  • Power Four Average Earnings: $7,947
  • Average Disclosed Value: $554
  • Median Value: $55

For Group of Five female athletes:

  • Average Earnings: $1,425
  • Average Disclosed Value: $230
  • Median Value: $50

In Comparison:
Power Four football and men’s basketball players significantly outperform their female counterparts. They have average earnings of $88,495, an average disclosed deal value of $9,054, and a median value of $500.

Despite some disparities, the NIL landscape offers substantial opportunities for women student-athletes. Platforms like Opendorse and On3 provide them with visibility and professional opportunities.

High-profile athletes leverage their personal brands to secure six-figure paydays, as seen with notable partnerships with brands such as Coach and McDonald’s.

The data underscores the growing marketability and influence of women in college sports. By engaging in NIL deals, female athletes are not only enhancing their financial standings but also using their platforms for social change and increased exposure.

Women’s Basketball Leads Way with Big NIL Deals

Women’s basketball has seen a striking surge in NIL deals, marking it a standout among collegiate sports.

Huge stars like Paige Bueckers, Flau’jae Johnson, and Juju Watkins have catapulted the sport to new heights.

These athletes are not just excelling on the court but are also cashing in with impressive earnings. The reported average total earnings for these players sits at an impressive $16,222.

A significant boost comes from social media platforms.

For instance, the reported total average earnings from social media alone rise to $28,077, with each disclosure averaging $6,752.

Social media influence is a critical driver of these numbers, with platforms like Tiktok and Instagram playing pivotal roles.

Notably, athletes like Olivia Dunne and Paige Bueckers have amassed substantial followings, further enhancing their earning potential.

Additionally, camps and lessons add another layer of income.

Women’s basketball players have reported average total earnings of $35,285 from such activities, with a median disclosed value of $5,000.

This trend underscores the multifaceted ways through which these athletes monetize their skills and platforms.

Compare this to other sports, and women’s basketball still stands out.

For example, women’s softball players reported total earnings of $4,976 from social media, with an average per disclosure of $841. The numbers in women’s basketball are consistently higher, showing a clear lead.

Industry experts foresee continued growth in NIL opportunities for women athletes.

With the introduction of new databases, monitoring these trends in real-time is now possible.

This data-driven approach is expected to highlight even more opportunities as the 2024-2025 school year unfolds.

The success stories of athletes like Flau’jae Johnson and Juju Watkins signal a promising future for women’s basketball in the NIL landscape.

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