Female college athletes see surge in NIL deals
Participation in NIL deals among female college athletes has increased by 123%, according to recent data from Learfield.
The landscape of collegiate athletics is undergoing a seismic shift as female athletes move from the periphery of the Name, Image, and Likeness (NIL) market to its very center. According to the latest "Learfield Impact" report, participation in NIL compensation activities among female student-athletes skyrocketed by 123% during the 2025-26 fiscal year, signaling that the initial gold rush dominated by football and men’s basketball has evolved into a more diverse and equitable ecosystem.
This surge is not merely a statistical anomaly but a fundamental change in how brands perceive value in college sports. Data from Learfield, a leading media and technology company in collegiate athletics, reveals that female athlete engagement in NIL activities more than doubled in just twelve months, growing from 2,136 recorded activities to 4,772.
The New Power Rankings: Basketball and Softball Ascend
For the first few years of the NIL era, which began in July 2021, the conversation was almost exclusively centered on high-revenue "power sports." However, five years into this new reality, women’s sports are rapidly closing the gap.
According to the Associated Press, women’s basketball has officially cemented its status as a commercial powerhouse, now ranking third in NIL earnings across all collegiate sports, trailing only football and men’s basketball. Perhaps more surprising is the rise of softball, which has crept into the top five overall, now challenging baseball for market share.
“It’s not just an emerging market now—it’s accelerating,” said Solly Fulp, Learfield’s head of NIL, in an interview with ABC News. “It’s awesome for us to see when it comes to not just the focus being on football and men’s basketball, but seeing the Olympic sports really step front and center.”
The "Storyteller" Advantage
The driving force behind this 123% increase appears to be a combination of high digital literacy and authentic fan engagement. Industry experts suggest that female athletes often provide a higher return on investment (ROI) for brands because of their proficiency in content creation.
Fulp noted that the surge is no coincidence, citing the specific strengths female athletes bring to the table. “What we’re discovering with female student-athletes and their engagement with our brands is they’re excellent content creators and storytellers,” Fulp told ESPN. “They’re generally social media savvy and they have a genuine brand enthusiasm.”
This sentiment is echoed by corporate partners. Terra Teat, CMO at JLab, highlighted that stars like Maddie Scherr offer a unique value proposition. “We’ve seen the value of combining broad reach with genuine fan engagement,” Teat noted in the Learfield report, emphasizing that female athletes often humanize partnerships, providing a deeper connection than traditional billboard-style advertising.
Who is Buying? The Brand Breakdown
The report highlights a massive influx of corporate capital. Over the last fiscal year, 22 national brands—including Geico, SeatGeek, State Farm, EA Sports, Uber, AT&T, and Marriott—struck deals with college athletes. These campaigns were expansive, featuring more than 260 athletes across 69 different universities.
When looking at which industries are leading the charge, the data shows a clear hierarchy of sponsors:
- Restaurants: The most frequent partners for NIL activities.
- Financial Services: A growing sector looking to build long-term brand loyalty with Gen Z.
- Health Care: Utilizing athletes to promote wellness and community initiatives.
- Business and Professional Services: Tapping into the "student" side of the student-athlete identity.
These partnerships are activated through a variety of channels, with social media content, production shoots, ambassador programs, public appearances, and autograph sessions serving as the primary vehicles for compensation.
Economic Stakes and Future Outlook
The financial implications are staggering. Learfield reported that student-athletes were included in more than $300 million worth of multimedia rights partnership revenue during the most recent cycle. While the median deal size per activity has previously hovered around $3,000, the sheer volume of deals for female athletes is what is driving the total compensation figures upward.
Beyond the immediate financial gain, these deals are providing female athletes with a "professional laboratory." As noted by NILBuckets, these opportunities equip women with entrepreneurial skills, personal branding experience, and professional networks that were previously unavailable to them while in school.
The ripple effect is also being felt at the institutional level. As individual stars like LSU gymnast Olivia Dunne—who has reportedly earned millions—become household names, they drive increased media coverage and fan interest back to their respective programs. This creates a virtuous cycle: higher visibility leads to more NIL deals, which leads to higher TV ratings, which eventually leads to larger university-wide media contracts.
As the 2026-27 season approaches, the momentum shows no signs of slowing. With women's sports continuing to break attendance and viewership records, the "acceleration" Fulp described is likely just the beginning of a new era where the value of a college athlete is defined by their influence and authenticity, rather than just the jersey they wear.
