In this latest Marketing Brew article, SponsorUnited’s Name, Image, and Likeness (NIL) 2023–24 report was highlighted noting the increasingly equitable distribution of NIL deals between male and female college athletes. 52% of the top 100 athletes based on the number of NIL deals in the last 12 months are women, compared to 48% men—a significant shift from the 38% women and 62% men split in 2022. This change marks a pivotal development in sports marketing, driven largely by the growth in volleyball and softball, where the number of top 100 athletes doubled from six in 2022 to 12 in 2023.

SponsorUnited’s analysis emphasizes the increasing value brands place on female athletes, especially in sectors like health, wellness, fashion, and beauty. This shift towards gender parity in NIL deals is not only a testament to the rising influence of female athletes, but also to the broader industry’s recognition of the unique opportunities they offer for brand partnerships. As NIL deals continue to evolve, the equal distribution in 2023 signals a promising future for women in sports marketing.