Published • loading... • Updated
Female athletes surge in NIL deals as Learfield reports a 123% jump in participation
Female athlete engagement in NIL activities more than doubled to 4,772 as 22 national brands expanded college sports partnerships, Learfield said.
- On Tuesday, July 28, 2026, Learfield announced a 123% increase in female athlete participation in NIL compensation activities during the 2025-26 fiscal year, marking significant market acceleration.
- Volume data shows NIL activities for women jumped from 2,136 to 4,772 deals, while student-athletes were included in more than $300 million worth of multimedia rights partnership revenue.
- Learfield head of NIL Solly Fulp noted that female student-athletes excel as "content creators and storytellers." Brands frequently engaged these athletes as brand ambassadors, utilizing social media amplification and video production shoots.
- National campaigns featured more than 260 athletes across 69 colleges, with Learfield engineering 22 national deal partnerships. Major brands including T-Mobile, Marriott, Uber, and AT&T participated in the expansion.
- "It's not just an emerging market now — it's accelerating," Fulp said, noting that Olympic sports are stepping "front and center" alongside traditional revenue sports like football and basketball.
Insights by Ground AI
16 Articles
16 Articles
Female athletes surge in NIL deals as data reports a 123% jump in participation
JuJu Watkins #12 of the USC Trojans smiles during the game against the Michigan Wolverines in the Big Ten Women’s Basketball Tournament semifinals at Gainbridge Fieldhouse on March 8, 2025 in Indianapolis, Indiana.
·Fort Worth, United States
Read Full Article
Associated Press News+12 Reposted by 12 other sources
Female athletes surge in NIL deals as Learfield reports a 123% jump in participation
Female athletes are reaching new heights in name, image and likeness participation. College sports marketing companies report a rapid surge in female athlete engagement.
·New York, United States
Read Full Article
Coverage Details
Total News Sources16
Leaning Left6Leaning Right2Center7Last UpdatedBias Distribution47% Center
Bias Distribution
- 47% of the sources are Center
47% Center
L 40%
C 47%
13%
Factuality
To view factuality data please Upgrade to Premium
