We are quickly approaching 50 years since Title IX forever changed the game for girls and women in sports. Not only that, but next month marks 1 year for NIL endorsement deals for NCAA. While women in college sports have made strides on the field, they have also had success off with brands seeking their partnership and chance to leverage their social following.
Lauren Burke of the Longhorns might have lost the World Series title, but she’s a winner in terms of number of deals. Burke has 16 deals which leverage her 94KK social following.
Which brands have tagged the Softball star as a new partner?
7-Eleven, CASETify, Mercari & Brumate are a few of the brands leveraging Burke’s social following. Across her social posts each brand has an average engagement of nearly 50K which accounts for over 5% of her total audience. Lauren has 20 branded posts overall which brings the total engagement over 750K.
Female athletes in other college sports have also been able to successfully create partnerships with brands. Hanna Cavinder a Fresno State basketball player, Jordan Chiles a UCLA Gymnast & Brooke Roberts who plays soccer for Arkansa all have 10 or more endorsements. Not a bad stat to have in under a year! Cavinder & Roberts each have over 2M social followers, though Cavinder doubles Roberts following with 4.4M. With such a large following, Cavinder’s brands see an average engagement of nearly 100K. With TikTok being her most used social platform (making up 4M of her total following), 17 of her 22 brand deals have been tagged on TikTok.
Within the women’s college sports landscape, WingStop, H&R Block, Degree, UPTIME Energy & Outback Steakhouse are the top five brands signing female college athletes to deals with each brand having over nine deals. Social Media is the top asset utilized in these deals as 85% of the time the athletes are tagging their brand partners in social media.