The Rise of NIL Deals for Women: Changing the Game in College Sports

Just a few years ago, college athletes couldn’t legally profit from their name, image, or likeness (NIL). Today, women across the NCAA are cashing six-figure checks, signing with national brands, and rewriting what it means to be a student-athlete.

From TikTok fame to shoe deals, the NIL era has leveled the playing field for many young women in sports — and it's only the beginning.

What Is NIL and Why Does It Matter?

Deja Kelly talks about NIL to CBS.

NIL stands for Name, Image, and Likeness — and it refers to an athlete’s right to monetize their personal brand. Thanks to the NCAA’s 2021 rule change, college athletes can now:

• Sign endorsement deals

• Promote products on social media

• Launch personal brands

• Profit from merchandise, podcasts, or appearances

For women athletes, especially those with strong online followings, this change is transformational.

Meet the NIL Powerhouses

Angel Reese – “Bayou Barbie” Breaks the Bank

After leading LSU to a national title and becoming a viral sensation, Angel Reese signed endorsement deals with Coach, Amazon, Reebok (under Shaq), and more. She’s reportedly earned over $1.7 million in NIL earnings — making her one of the highest-paid college athletes, male or female.

“I’m not just an athlete. I’m a brand. I’m a businesswoman.” – Angel Reese

Flau’jae Johnson – Rap Skills + Basketball = NIL Gold

Flau’jae is not just hooping at LSU — she’s also signed to Roc Nation as a rapper. Her NIL brand bridges music and sports, proving that athletes can own multiple lanes and still dominate.

Flau'jae Johnson in her video clip "Came As A Beast" featuring Lil Wayne

Livvy Dunne – Gymnastics Meets Influencer Culture

With over 10 million TikTok followers, LSU gymnast Olivia “Livvy” Dunne is one of the most recognizable names in college sports. She’s turned her popularity into NIL deals with Vuori, American Eagle, and Caktus AI — pulling in more than $2 million annually.

Why Women Are Winning in the NIL Era

Unlike men's college football or basketball, where players often make it to the pros, many women athletes don't get that same shot. The NIL era allows them to monetize their moment now — while their visibility is high.

What makes women particularly successful in NIL?

✅ Strong digital presence – They dominate Instagram, TikTok, and YouTube✅ Relatability – They’re authentic, community-driven, and culturally tapped-in✅ Crossover appeal – Fashion, music, lifestyle, wellness — their influence goes beyond sports

How It’s Changing the Game

• Recruitment Power: Schools now pitch NIL potential to recruits

• Media Representation: Brands are investing in women athletes more visibly

• Entrepreneurship: Athletes are launching merch lines, skincare brands, and even nonprofits

• Cultural Influence: Women are being seen — and paid — as trendsetters, not just athletes

What Aspiring Athletes Can Learn

If you’re a high school or college athlete, now’s the time to think like a brand.

Build Your Platform – Start posting content that shows your personality, not just highlights

Know Your Value – Micro-influencers (even with 5-10k followers) can still land deals

Collaborate Smart – Partner with companies that align with your goals and values

Stay Authentic – Brands love athletes who are consistent and real, not just polished

The Future is Female (and Funded)

Women’s college sports are in the middle of a revolution. What started as a rule change has turned into a movement. NIL isn’t just about money — it’s about freedom, opportunity, and legacy.

So whether you’re an athlete, a fan, or a brand: pay attention. These young women are not just changing the game — they are the game.

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