[Brands] Better Have My Money
NIL & Women Athletes
With another NBA All-Star Weekend in the books, the NBA Commissioner, Adam Silver, brings into question the role of the NBA G League Ignite in light of the rise of name, image, likeness (NIL) rights. Silver remarked that the original purpose of Ignite was to provide a means for pre-draft eligible athletes to be paid for playing basketball given the league’s age limit for prospects. This pause for concern by the NBA echoes the many advantages of NIL rights; especially for women’s basketball.
NIL rights are critical for collegiate athletes because they can leverage their NIL for endorsements, partnerships, commercials, licensing, merchandizing, video games, and more. These rights have become a game-changer for women’s basketball, opening doors for new opportunities to monetize their talents and influence. High-profile players, such as Angel Reese, Caitlin Clark, and Paige Bueckers have landed significant deals with world-renowned brands like Gatorade, Nike, and adidas. Their on- and off-court personas coincide to make their personal brands authentic and valuable assets. Women basketball players are uniquely viewed as authentic influencers that can partner with brands to build community and have a social impact. A social media presence plays a huge role in their ability to earn traction with fans and young audiences–leading to greater commercial success.
“This ‘bottom line’ was quickly noted by the WNBA Dallas Wing’s, DiJonai Carrington, in response to A’ja Wilson asking Carrington to name the brand of her makeup and setting spray that ‘DID. NOT. MOVE.’ during an All-Star exhibition.”
The possibility of endorsements, campaigns, and partnerships for women athletes are endless, but first, they need to be paid. This “bottom line” condition was quickly noted by the WNBA Dallas Wing’s, DiJonai Carrington, in response to A’ja Wilson asking Carrington to name the brand of her makeup and setting spray that “DID. NOT. MOVE.” during an All-Star exhibition. While the WNBA has partnered with beauty brands, including Glossier, Mielle, and Urban Decay, we anticipate more individualized NIL endorsements for women athletes in the future.
Although the WNBA does not restrict NIL deals, the league’s salary structure and earning potential is limited as compared to NIL endorsements. With the growth of the WNBA’s profile, and expansion of international women’s leagues, NIL rights could become increasingly more complex, but carve a path forward for greater NIL considerations, especially for high-profile collegiate players looking to enter the league and increase their earning potential.