Athletes are being paid more than ever for their on and off court personalities. With increased opportunity to monetize themselves through advertising that reaches the masses on social media and streaming services, athletes are working to make the most out of their athletic status.

In 2021, the NCAA passed regulations allowing student-athletes to monetize themselves, allowing athletes to take back a portion of the value they create for their schools. At its genesis, many student athletes found tacky ways to make money, such as doing commercials for local car dealerships in exchange for a leased vehicle. Many thought that football and men’s basketball would lead the way in monetary gains because of leads in viewership. In actuality, the landscape has been much different.

There is no denying in the growth of women’s basketball. The WNBA and NCAA has seen dramatic increases in revenue and viewership. The Women’s Final Four saw record-breaking viewership this year, with over 10+ million watching the championship game between LSU and Iowa. Female athletes are taking advantage of these increases in viewership and streaming to grow their brands.

Many of these female athletes are seeing value created through advertising for brands. Cameron Brink, member of the US women’s National and Stanford basketball teams, recently inked a deal with New Balance for a spotlight in their basketball commercial. She became the brand’s first female ambassador for basketball. In the commercial, she is pictured with familiar NBA faces such as Kawhi Leonard and Jamal Murry, showing that she can hang with the boys. Brink is one of the many collegiate athletes bringing eyes to women’s sports, inspiring the next generation of female athletes to cultivate their brands and successes.

While the details of Brink’s deal are undisclosed, women are able to make more from their status as athletes. More examples include Caitlin Clark of Iowa women’s basketball and Olivia Dunne, of LSU Gymnastics. Brink has even stated the NIL has allowed her to choose to continue her education prior to joining professional sports. A win for both men’s and women’s sports by allowing student-athletes to finish their education.

Basketball is a growing sport in both the men’s and women’s games. The NBA has developed a culture outside the game, touching fashion, music, and cinema (who can forget Space Jam). At the same time is the women’s game is growing exponentially, brining more fans and working to solve gender inequity in sport. Many women are leading a new culture for female athletes, inspiring young women to careers in sports. While equality is still far away, NIL is allowing women to ignite their creative processes and earn greater portions of the money they once were denied access to.