Traditionally, the most lucrative NIL deals have been associated with the typical “money-making” sports, like football and men’s basketball, until now. Women’s college basketball saw exploding NIL deals in 2024. Angel Reese, formerly of LSU, earned over $1.7 million through NIL deals. Flau’jae Johnson, also of LSU, earned over 1 million on NIL deals with Puma, Tampax, and Powerade. Haley Cavinder and her twin sister Hanna, University of Miami, have over 4.5 million followers on social media and are projected to earn over $800,000 in NIL deals this year. Caitlin Clark, formerly of Iowa, and Paige Bueckers, of UConn, have also cashed in on NIL deals, making over $800,000 and $650,000, respectively.
Women’s gymnastics claims one of the most notable social media influencers – Livvy Dunne of LSU Gymnastics. Dunne was an early adopter of NIL deals, capitalizing on an extensive following on social media, and now earning more than $3 million a year on NIL. Sunisa Lee, formerly of Auburn Gymnastics and a United States Olympic Gold Medalist, makes over a million dollars a year in NIL deals.
NiJaree Canady’s Historic NIL Deal in Softball
This kind of money was never expected in softball, so NiJaree Canady’s transfer from Stanford University to Texas Tech University stunned the collegiate softball world. Canady, a star pitcher, led the nation with a 0.73 ERA and 337 strikeouts as a freshman. Her sophomore year saw her leading Stanford to the Women’s College World Series semi-finals, earning numerous accolades including Pac-12 Pitcher of the Year and USA Softball Collegiate Player of the Year.
Canady’s entrance into the NCAA transfer portal was expected, but her $1 million one-year NIL deal with Texas Tech, the highest ever for a college softball player, was unprecedented. Compared to male athletes, Canady’s NIL deal puts her among the ranks of Quinn Ewers, quarterback at the University of Texas.
“I could never have imagined this,” Canady told ESPN. “But I feel like we need to invest in women’s sports. We saw it with women’s basketball this year: You invest in women’s sports and women’s basketball just blew up on a national stage. I think the same thing has happened with softball. … If I’m even a little part of that, that’s my whole dream.”
Historically, the Oklahoma Sooners, UCLA Bruins, and Alabama Crimson Tide received the most high-profile transfers because athletes want to win championships, tending to choose the school with the most recent championships or strongest reputation. Money talks and athletes listen. Texas Tech’s NIL Collective, The Matador Club, pools money from big-time and small-time donors to generously compensate high-level athletes like Canady. Texas Tech recently hired Gerry Glasco from the University of Louisiana, and Canady attributes her decision to join his program, in part, to his vision for a championship.
“It’s a game-changer for softball, and even beyond that,” said John Sellers, co-founder of the Matador Club, to the New York Times. “She could have gone anywhere, but she’s coming to Tech.”
The Future of NIL and Women’s Sports
Canady’s decision to transfer to Texas Tech was novel because it wasn’t based solely on school records or how likely the program was to win a championship. The million-dollar deal shattered the glass ceiling for women’s sports in the best way, challenging other universities to offer competitive NIL deals to attract top female student-athletes. The transfer reveals how the transfer portal and NIL deals could work in tandem, providing an athlete with an incredibly lucrative deal, if the athlete has the right team navigating the negotiations.
Munck Wilson Mandala is one of the nation’s only law firms with a dedicated NIL and sports law practice. Ahead of the curve, our team of legal professionals is equipped to address any legal matter related to sports law, intellectual property, or NIL. Whether you are a brand, university, or collective offering NIL deals, seeking to comply with rapidly changing laws, or in the midst of an NIL dispute, the WeAreNIL team is prepared to handle your legal needs.