Female athletes surge in NIL deals as Learfield reports a 123% jump in participation
Summary
A company called Learfield reported a 123% increase in female college athletes taking part in name, image, and likeness (NIL) deals during the 2025-26 school year. Women's sports like basketball and softball are earning more in these deals, and brands enjoy working with female athletes because of their strong social media skills and authentic storytelling.Key Facts
- Female athlete participation in NIL deals doubled from 2,136 to 4,772 in 2026.
- Women’s basketball is now the third highest-earning sport in NIL, and softball entered the top five.
- Learfield is a college sports marketing company tracking these NIL activities.
- Brands work with athletes through social media posts, public appearances, ambassador roles, and autograph signings.
- Restaurants are the top sponsor type, followed by financial services, health care, and business services.
- National brands including Geico, SeatGeek, State Farm, EA Sports, Uber, AT&T, and Marriott made deals with over 260 athletes from 69 schools.
- Female athletes are seen as skilled content creators and genuine in their partnerships, helping brands connect better with fans.
- The NCAA approved NIL compensation for college athletes starting in July 2021, leading to growth in this area.
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