Female athletes gain ground as NIL participation jumps 123%

Learfield said female athlete participation in name, image and likeness compensation activities jumped 123% over its 2025-26 fiscal year, a sign that women’s college sports are drawing more of the NIL economy’s attention and money. The company’s NIL Impact Report says Learfield represents the marketing and sponsorship rights of more than 150 college properties and works with more than 12,000 brand partners, giving that rise a commercial scale far beyond a few headline names.

The fastest gains have come in women’s basketball, volleyball, gymnastics, soccer, softball and track, where brands have found athletes with authentic voices, engaged communities and strong social-media reach. Learfield’s head of NIL, Solly Fulp, said the surge in female participation was not a coincidence. Southern California guard JuJu Watkins stands as one of the most visible examples of the type of athlete advertisers are chasing, a high-profile women’s basketball player whose profile reaches well beyond campus.

The timing matters because NIL is moving in a different financial landscape after the House v. NCAA settlement was approved on June 6, 2025. Learfield’s NIL materials said that in the post-House era, "real NIL dealmaking will have more impact than ever." In a May 2026 blog post, the company said women’s college athletics had "hit the mainstream," pointing to stronger visibility, fan engagement and cultural relevance. Learfield Studios also launched NIL Content Days at more than 25 programs on June 26, 2025, saying the events would create premium NIL content and brand opportunities for more than 350 student-athletes.

The 123% increase suggests the NIL market is widening beyond football and men’s basketball, but the benefits still track closely with audience size and brand appeal. Learfield’s own framing points to athletes who can tell a compelling story and connect with consumers in a credible way, which helps explain why women’s sports with stronger television ratings, attendance and social engagement are gaining ground. It also leaves behind athletes without those platforms, especially outside the sports and programs that already attract national attention. The market is expanding, but access to it remains uneven.