Over the past few years, introducing NIL deals (Name, Image, and Likeness) has revolutionized college sports. NIL has allowed student athletes to monetize their personal brands. This change has impacted female athletes, who have historically faced significant challenges in exposure and financial opportunities compared to male athletes. Female athletes have seized this opportunity to make an impact both on and off the field.
The introduction of NIL has opened numerous opportunities for female collegiate athletes. Contrary to people’s initial expectations, women’s sports have seen a surge in popularity and financial opportunities through NIL deals. This shift benefits the athletes themselves and raises awareness of women’s sports as a whole.
Female athletes are using their growing platforms to challenge the traditional norms and expectations historically associated with female athletes. They are able to showcase both their athletic and personal brands to attract fans who want to hear their stories and celebrate their successes. This allows them to present an image of themselves as strong, multifaceted individuals.
In the past year, we’ve seen exponential growth in the number and value of NIL deals for female athletes. During the 2023/24 season, women made up 52% of the top 100 college athletes with the highest number of NIL deals– a 14% increase from the previous year. This trend has continued into 2025, with female athletes consistently securing high-value partnerships and breaking new ground in brand collaborations.
Several women have emerged as leaders within the NIL space.
Olivia Dunne: (Gymnastics, LSU)
Dunne is the top earner, earning an estimated $4.2 million. Her social media influence is crucial to her global reach, with around 13 million followers on her platforms. She collaborates continuously with brands such as American Eagle and Vuori.
Flau’jae Johnson: (Basketball, LSU)
Johnson has made a significant impact on and off the court. Her earnings are estimated at 1.5 million. With her unique background as an athlete and rapper, she has made herself a sought-after partner for diverse brands.
The success of these female athletes in the NIL space goes beyond financial gains. They continue to reshape perceptions of women’s sports and open doors for future generations.
Ava Mize 