In the current landscape of collegiate sports, the introduction of Name, Image, and Likeness (NIL) regulations has unveiled an array of novel opportunities, enabling student-athletes to derive financial benefits from their unique personal brands. Despite the traditionally greater numbers of male athletes in college sports—largely due to extensive roster sizes in disciplines like football—the sphere of women's sports has experienced a substantial upsurge in NIL prospects. This article delves into the far-reaching implications of NIL on women's collegiate sports and the groundbreaking opportunities it has spawned for female athletes.
Rising Sponsorships for Women Athletes
According to a SponsorUnited report, sponsorships of women athletes grew by 20% from September 2021 to 2022, compared to just 2% for male athletes. Brands have recognized the value that women student-athletes bring, including their voice, story, and platform. As a result, major companies have not hesitated to make female athletes the faces of their products.
Evolution of NIL Partnerships
In the first year of NIL, thousands of brands jumped at the opportunity to partner with college athletes. The novelty of having a student-athlete as the face of a brand was a strong marketing draw. As the NIL era progressed, partnerships and activations have evolved, with a focus on long-term relationships, team-wide deals, and purpose-driven marketing campaigns. Women have been at the center of these developments.
Team-wide Deals
Team-wide NIL deals emerged as a way to share the wealth among teams. For example, United Wholesale Mortgage expanded its partnership to include Michigan State Women's Basketball and Volleyball players, offering them $700 a month for fulfilling social media and promotional duties. In July, Texas Tech Women's Basketball announced a groundbreaking partnership with marketing agency Level 13, providing each Lady Raider with $25,000 a year. Defending national champion South Carolina Women's Basketball inked a similar deal through the Gamecocks collective, Garnet Trust, committing to at least $25,000 in NIL deals for each player during the 2022-23 school year.
Purpose-driven Marketing
Year two of NIL saw a rise in purpose-driven marketing campaigns that celebrate and promote women in sports. For example, Champs Sports launched the Women Win campaign, showcasing its commitment to gender equity in sports. Brands like Foot Locker also joined the movement, partnering with female student-athletes to promote their products while celebrating Women's History Month and the 50th anniversary of Title IX.
The Role of Athletic Departments
As NIL gained traction, it became clear that student-athletes needed guidance. Universities responded by creating new roles and departments dedicated to helping athletes navigate the NIL landscape. As of December 2022, over 65 Division I athletic departments had employees focused on NIL. These professionals, like Bianca Miceli at the University of Wisconsin, work closely with female athletes, helping them succeed in the NIL era.
Partnering with NIL Lawyers for Success
In Pennsylvania, the state legislature passed an NIL bill in June 2021, allowing college athletes to earn money from their name, image, and likeness. Since the implementation of this legislation, numerous female student-athletes from universities across the state have signed endorsement deals, appeared in advertisements, and partnered with local and national brands. These opportunities have not only increased visibility for women's sports in Pennsylvania but also provided financial benefits to female athletes who previously could not capitalize on their personal brands.
Managing NIL opportunities can be challenging for college athletes, who often have to juggle their academic and athletic responsibilities. This is where advisors such as NIL lawyers, accountants, and financial advisors play a crucial role. These professionals help athletes navigate the complex world of contracts, financial management, and tax implications related to NIL deals, allowing them to focus on their education and sport while maximizing the benefits of their personal brands.
In an increasingly competitive environment, the support of knowledgeable advisors is essential for student-athletes to make informed decisions and ensure their long-term success both on and off the court. By seeking the guidance of experts in the fields of law, finance, and taxation, college athletes can effectively capitalize on NIL opportunities while maintaining a balance between their sporting and academic pursuits.
The Next 50 Years
NIL has provided fans with unprecedented access to student-athletes' lives and relationships, both on and off the field. As women athletes build their personal brands through social media, they create emotional connections with their followers, increasing engagement and attracting marketers. Casey Seberger, Director of NIL at Kansas, emphasizes that women athletes feel empowered to operate their NIL businesses at the highest level, just like they do in their respective sports.
With increased visibility, a growing number of brands investing in women's sports, and the long-overdue equity of airtime on TV, there has never been a better time for women athletes at the collegiate level. As we celebrate 50 years of Title IX, the success of women's college athletes is a testament to the trailblazers who fought for gender equity. The foundation has been set for the next 50 years
Are you a college athlete seeking professional legal counsel for your NIL opportunities? Look no further! Contact Enrique Latoison at the Latoison Law Sports Division through NILPA.com. As a skilled name image likeness attorney, Enrique is dedicated to providing thorough contract reviews and ensuring the best possible outcomes for student-athletes like you. Don't miss the chance to secure your NIL success—reach out to Enrique Latoison at NILPA today for top-notch legal representation!