The Rise of NIL and the Gender Gap in College Athletics

On July 21, 2009, former UCLA basketball player Ed O'Bannon filed a lawsuit against

the NCAA, known as O'Bannon v. NCAA, arguing that college athletes should be compensated

for the use of their name, image, and likeness. Following this case, NIL became a major area of

focus within college sports. NIL, or name, image, and likeness, has grown into something much

bigger over the past few years. New companies and opportunities are constantly being developed

to support and promote athletes at all levels. According to the NCAA, “Student-athletes may

receive compensation from third parties for use of their name, image and likeness (NIL), such as

social media posts, brand appearances or promoting products and services” (NCAA). This

includes social media promotions, brand partnerships, public appearances, and many others.

While the NCAA has existed for years, NIL has completely changed what it means to be a

college athlete, especially for women. During the 2023–2024 year, female athletes made up 52%

of the top 100 NIL deals. However, despite this progress, nearly 80% of total NIL money still

goes to male athletes. This is largely driven by revenue from football and basketball. Right now,

women’s gymnastics, volleyball, and softball are leading the way in NIL opportunities for female

athletes. Even with this growth, about 95% of funding from school-affiliated collectives still

goes to men. This has raised concerns about inequality and has sparked conversations around

Title IX. At the same time, brands like Gymshark and Adidas have started to focus more on

female athletes, which is helping expand opportunities and increase visibility for women in the

NIL industry. As NIL continues to grow, many question whether these new opportunities will

actually lead to equal pay and more recognition for all athletes, especially women.

Works Cited

National Collegiate Athletic Association. “Name, Image, Likeness.” NCAA, 9 July 2021,

VOICEINSPORT Foundation. “What NIL Collectives Mean for Women’s Sports.”

VOICEINSPORT,

Accessed 27 Apr. 2026.

We Are NIL. “How NIL Is Transforming the Future of Women’s Sports.” We Are NIL,

Accessed 27 Apr. 2026

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