Angel Reese, an LSU standout, boasts endorsements from top-tier brands such as Reebok and Sports Illustrated, alongside an additional year of college eligibility at her disposal.
In Baton Rouge, Louisiana, the notion of college basketball players amassing wealth to the tune of millions or opting to stay in school due to lucrative earnings, despite the allure of professional contracts, was once unfathomable. This scenario was especially stark for female athletes, who generally face less rewarding professional deals and fewer leagues to join.
However, the landscape has undergone a seismic shift. Women’s basketball now ranks as one of the most sought-after tickets in college sports. This surge in popularity owes much to the prowess of players like Iowa’s Caitlin Clark and LSU’s Angel Reese. Their market value, based on name, image, and likeness (NIL), ranks among the nation’s elite, with Clark’s valuation slightly above $3 million and Reese’s at $1.8 million, as per On3.com.
Clark, Iowa’s star guard, has secured deals with giants like Nike and Gatorade, among others. Reese, on her part, has cultivated a personal brand over the years, attracting sponsors such as Reebok and Sports Illustrated. She remains eligible for another year of college basketball, should she choose to stay.
“I have a brand beyond the college courts, where deals will follow me, whether I stay or go,” Reese remarked on the brink of LSU’s NCAA Tournament game. “I’ve fostered relationships with numerous brands, not just those tied to college. My deals extend beyond my college career, which sets me apart.”
Since announcing her decision to forego her final college year for the WNBA draft, where she’s expected to be the top pick by the Indiana Fever, Clark has welcomed new endorsements from Panini and Gainbridge. She confidently states that her major sponsors will stick with her as she transitions to a professional career.
Sara Gotfredson, founder of the Trailblazing Group, a marketing firm specializing in women’s sports, emphasizes the growing appeal for sponsorships and partnerships with WNBA players. “The narrative that moving to the WNBA reduces exposure or sponsorship opportunities is incorrect. There’s a significant appetite for engagement with WNBA players,” she stated.
The popularity of women’s sports extends well beyond basketball, with the U.S. women’s soccer team, professional soccer and hockey leagues, volleyball, and college softball all experiencing heightened visibility and support. This broad-based enthusiasm has elevated the profile of female athletes, who no longer have to settle for minimal compensation.
Gotfredson believes that Clark’s endorsement deals will continue to flourish in the WNBA, complementing her rookie salary. With the WNBA’s current TV deal set to expire in 2025, players like Clark could see substantial salary increases, alongside potential earnings from marketing deals and performance bonuses.
“Partnering with female athletes has been shown to yield double the engagement on social media posts compared to their male counterparts,” Gotfredson added. “Engagement is a key metric for advertisers and brands.”
The financial landscape is also promising for emerging talents like Southern California’s freshman JuJu Watkins, who is poised to lead the game forward. Coach Lindsay Gottlieb has witnessed the game’s growth firsthand. “We’re seeing players that truly captivate audiences. The days of supporting women’s basketball merely for its value proposition are over. Now, there’s a tangible return on investment, marking the sport’s highest popularity.”
While Clark and Reese enjoy substantial NIL deals, other institutions have explored donor-backed collectives to support their athletes, offering benefits specific to their current collegiate status. Meanwhile, WNBA stars like Indiana Fever’s Aliyah Boston refute any notion that transitioning from college to the WNBA equates to a financial downgrade.
“NIL transitions to full endorsements,” Boston explained. “It’s misleading to suggest we face a pay cut. A rookie contract alone surpasses my college attendance costs.”
Agent Zack Miller, head of women’s basketball at WME, notes a significant uptick in interest for WNBA players, with Boston and others like Candace Parker and Kelsey Plum leading the charge. “Boston’s demand skyrocketed in her first WNBA year, surpassing her entire college earnings,” Miller observed.
New York Liberty’s Sabrina Ionescu, who missed out on NIL opportunities during her time at Oregon, has nonetheless thrived with endorsements from brands like Nike and State Farm since joining the WNBA. Miller, representing Ionescu, acknowledges the misconception of higher college earnings, attributing it to greater media focus on college sports. “While some may perceive college athletes as earning more, it’s far from a universal truth,” he concluded.