Leveling the Playing Field: Why NIL Discussions Need to Focus on Women Athletes
Don Philabaum
Entrepreneur, career and professional development author, speaker & expert on the use of technology, Meta, AI. Passionate about emerging NIL industry supporting student-athlete career success!
The emergence of Name, Image, and Likeness (NIL) rights in college sports has ushered in a new era, one where student-athletes can finally capitalize on their hard-earned talents. However, amidst the excitement and flurry of lucrative deals, a critical conversation is being sidelined: the unique challenges and opportunities facing women college athletes in the NIL landscape.
While NIL has the potential to be a game-changer for all student-athletes, early trends reveal a stark disparity between the compensation and opportunities afforded to male and female athletes. This gap demands our attention and necessitates a deeper discussion about equity, Title IX compliance, and the long-term implications for women's sports.
The Current Landscape: A Disparity in Opportunities
It's no secret that revenue-generating sports like football and men's basketball tend to dominate the NIL conversation. This focus often leaves women athletes, particularly those in less-visible sports, struggling to secure the same level of attention and compensation. This disparity is not only unfair but also threatens to undermine the progress made in women's sports over the past decades.
A recent study by Opendorse revealed that male student-athletes receive 66% of deals from NIL collectives, leaving female athletes with just over one-third of the total NIL compensation. This stark reality highlights the urgent need for a more equitable distribution of opportunities.
Butler University: A Leading Example
Fortunately, some institutions are taking proactive steps to address this imbalance. Butler University, for instance, has emerged as a shining example of how colleges can "walk the talk" when it comes to supporting women athletes in the NIL era.
Butler recently announced partnerships with 29 corporate entities specifically aimed at bolstering their women's basketball program. This initiative, driven by the vision of Graham Honaker , Associate Athletic Director/Development & NIL Strategy at Butler, demonstrates a commitment to not only spotlighting women athletes but also laying the groundwork for them to benefit financially from their name, image, and likeness.
In a recent Forbes article , Honaker shared his perspective on the initiative: “I've been struck by how supportive our donors and local businesses have been in rallying around this initiative. Many of the businesses are women-owned and immediately jumped at the opportunity.”
He further emphasized the growing popularity of women's basketball and its influence on securing these partnerships: “the growth and dramatic rise in the popularity of women's basketball has also been evident in my conversations. In addition to wanting to support Butler Athletics, many of our donors and partners have commented on how the surge in popularity of the women's games influenced their decision to support us."
Butler's proactive approach serves as a blueprint for other institutions looking to create a more inclusive and equitable NIL environment for their women athletes.
Title IX Implications and the Need for Transparency
As NIL opportunities expand, so do the legal and ethical considerations surrounding their implementation. A lawsuit against the University of Oregon highlights the growing concern around Title IX compliance and the equitable distribution of NIL opportunities.
While antitrust settlements like House v NCAA may reshape revenue sharing in college athletics, they won't necessarily address the fundamental Title IX obligations that institutions face in ensuring equal treatment across genders.
This means colleges must independently "show their work" when it comes to directing and defining revenue sharing and NIL opportunities. Transparency and accountability are crucial to ensuring that women athletes are not inadvertently disadvantaged in this evolving landscape.
Investing in the Future of Women's Sports
The success of women athletes in the NIL era is not just about individual achievement; it's about challenging long-held assumptions about the commercial viability of women's sports and creating new pathways for future generations.
Institutions must invest in comprehensive support structures tailored to the unique needs of women athletes. This includes:
By embracing these strategies, colleges can empower women athletes to thrive in the NIL era and pave the way for a more equitable and sustainable future for women's sports.
Conclusion: A Call to Action
The NIL era presents both challenges and opportunities for women college athletes. It's time to elevate the conversation, address the existing disparities, and ensure that all student-athletes have the chance to benefit from their hard work and talent.
Let's move beyond simply acknowledging the problem and take concrete steps towards creating a more inclusive and equitable NIL landscape. The future of women's sports depends on it.
What do you think?
For more reference check out this article in reference to the importance of donors to support this strategy and how Graham and team get that!
“A lot of our donors have stepped up [from 2023 to 2024],” Honaker said. “They understand how important NIL is, we’ve just had tremendous generosity from our donors stepping up and the new donors stepping forward. We have [a] donor who gives generously to our cross country program for, [and what] we’re trying to stress more is that if you make a donation to All Good Dawgs, you could specify which sport it can go to.”