Female athlete participation in name, image, and likeness (NIL) compensation activities has shot up by 123% over the 2025-26 fiscal year, according to a recent report by Learfield. That’s a huge leap, and honestly, it’s starting to feel like a real turning point for women in college sports.
Women athletes aren’t just showing up—they’re really making moves with brands now. The NCAA gave the green light to NIL compensation in July 2021, and five years later, women’s sports are finally starting to catch up with the big revenue sports like football and men’s basketball.
The Rise of Female Athletes in NIL Activities
Solly Fulp, who heads up NIL at Learfield, thinks this surge comes down to what female athletes bring to the table. He points out that they’re fantastic content creators, super sharp on social media, and genuinely excited about the brands they represent.
That kind of energy and authenticity? It’s exactly what sponsors want when they’re trying to actually connect with people, not just push ads.
Key Statistics and Growth
The report says female athlete engagement in NIL activities more than doubled in 2026, jumping from 2,136 to 4,772 participants. That’s not just a blip—it’s a pretty serious movement that’s starting to change how college sports marketing works.
Women’s basketball now sits at third place in all sports for NIL earnings. Softball’s not far behind, having squeezed into the top five, just after baseball.
Brands and Partnerships
Brands are starting to catch on to the value of teaming up with female athletes. Over the past fiscal year, twenty-two national brands—think Geico, SeatGeek, State Farm, EA Sports, Uber, AT&T, Marriott—signed deals with college athletes.
These partnerships took all sorts of forms, like:
- Production shoots
- Social media content
- Ambassador programs
- Public appearances
- Autograph sessions
Restaurants actually led the way among sponsors, with financial services, health care, and business services following. More than 260 athletes from 69 schools were featured in national campaigns, which really speaks to how much appeal female athletes have right now.
Return on Investment
Fulp says the return on investment is strong when athletes pick deals that match their own interests. When female athletes are authentic in their content and stories, it just connects better with people.
That kind of genuine partnership? It’s working out for both the athletes and the brands, and the engagement numbers seem to show it.
The Future of NIL and Female Athletes
This rapid growth in female athlete participation in NIL activities doesn’t look like it’s slowing down anytime soon. The market’s changing, and it’s not all about the traditional big-money sports anymore.
Now, there are more chances for female athletes to show what they can do and partner with brands in new, creative ways. It’s honestly kind of exciting to watch.
Implications for College Sports
More female athletes getting involved in NIL has some big implications for college sports as a whole. It’s starting to challenge the old dominance of football and men’s basketball, nudging things toward a more balanced playing field.
As more brands see the upside of working with female athletes, we’ll probably see even more growth and a wider mix of sports and athletes getting in on NIL compensation. Feels like we’re just getting started.
Conclusion
There’s been a real surge in female athlete participation in NIL activities. It’s honestly a pretty big milestone for college sports marketing as a whole.
Female athletes bring their own unique qualities to the table. There’s an authenticity in how they connect with brands and fans—it’s something you can’t fake.
Brands are definitely noticing. They’re teaming up with these athletes to reach audiences in ways that feel, well, more meaningful.
Curious about the details or want to see the full picture? Check out the full report on the AP News website.
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