Driving Change: NIL, Media, and Title IX in Shaping the Future for Women in Sports
To celebrate Women’s History Month and International Women’s Day this March, Basepath did a deep dive into the accomplishments of women in college sports. Women’s sports are growing and becoming increasingly prominent, with 44% of all athletes being women.
Women’s Sports Representation in the Media
Despite the significant portion of sports fans being women and the high interest in women’s sports, they receive only a fraction of media coverage – around 4%. However, there’s a noticeable shift occurring as more individuals acknowledge the value and thrill of women’s sports.
Recent milestones, such as the unprecedented viewership and record valuation of NCAA Women’s March Madness, highlight the growing commercial appeal and interest in women’s sports. Additionally, NCAA Volleyball’s 2023 season set numerous attendance and viewership records, highlighting this upward trend.
While the conversation surrounding media coverage inequalities remains ongoing, it’s clear that women in sports are on the brink of a new era. Amidst the backdrop of historical exclusion and disparity in collegiate sports, the landscape has undergone a shift with the advent of NIL opportunities.
Female Success in NIL
The NIL success of female athletes is evident, as they outshine their male counterparts on social media and secure substantial sponsorship deals, highlighting their influential marketing power. Notably, athletes like Livvy Dunne, A’ja Wilson, and Angel Reese consistently amplify the value of their brand through high engagement, ranking prominently in the ON3 Top 100 NIL valuations. The increasing endorsements for female athletes are exemplified by basketball standout Caitlin Clark securing a deal with Gatorade.
Women’s Sports Financial Gains
The potential of female athletes in NIL extends beyond individual gains, offering substantial benefits in brand awareness and engagement. Women’s sports fans demonstrate a heightened receptivity to brand involvement, showcasing superior awareness, recollection, and purchase consideration compared to men’s sports fans.
Women’s sports are expected to exceed $1 billion in 2024. Recent milestones include the launch of the Professional Women’s Hockey League, with attendance records being set, and the $65 million sale of The Thorns soccer team, demonstrating the financial viability of women’s sports. There has also been a notable increase in viewership for both NCAA volleyball and professional volleyball, showcasing the growing interest in women’s sports. Overall, there’s a marked uptick in investment in women’s sports teams, indicating the recognition of the economic potential of female athletes and leagues.
The Future of Women in Sports
The future of women in sports is promising and dynamic. With increasing representation, investment, and interest, women’s sports are poised for continued growth and success. As barriers continue to be broken and opportunities expand, female athletes will play an ever more prominent role in shaping the landscape of sports globally. The momentum gained in recent years suggests that the journey towards equality and recognition in sports will only accelerate, creating a more inclusive and diverse sporting world where women’s achievements are celebrated on par with their male counterparts.
Female College Sports Policies
Following the adoption of the interim NCAA NIL policy in 2021, female athletes have seized the opportunity to explore professional avenues in NIL. This shift not only empowers women in college sports to amplify their voices but also enables them to leverage their athletic accomplishments for broader societal impact.
While Title IX laid the groundwork for women’s sports participation, NIL represents a pivotal juncture where female athletes wield their influence to effect change and enhance the visibility of women’s athletics.
Title IX
In 2022, the 50th anniversary of Title IX marked significant strides in promoting gender equity in education. Originally implemented to tackle gender-based discrimination, Title IX eventually became synonymous with athletics. While not explicitly mentioning athletics, Title IX’s scope was expanded to include sports in 1979, aligning with the restructuring of the Department of Health and Human Services.
Before Title IX, female intercollegiate sports were managed by the Association of Intercollegiate Athletics for Women (AIAW). At the time, the National Collegiate Athletic Association (NCAA) hosted championships for men only. While the NCAA initially sought exemptions from Title IX through legislation and the courts, they later incorporated female teams into athletic conferences.
By 1980, seventeen conferences within the NCAA had women’s sports teams and competitions. By the late 1980s, a significant shift occurred, with 75% of NCAA member institutions integrating men and women’s varsity sports under a single athletic director. This integration led to increased competitiveness, higher graduation rates among female student-athletes, and increased success for previously all-male institutions like Ivy League schools and Stanford University.
Title IX has played a pivotal role in fostering opportunities for women in sports and education. Its impact is evident as the number of female student athletes has grown from around 300,000 female athletes in 1972 to over three million by 2012. The legislation continues to encourage female participation at all levels, contributing to the growth of women’s sports globally, as seen in the record-breaking participation of female athletes in events like the Rio Olympics in 2016. In the years to come, Title IX remains a crucial safeguard for women’s rights in sports and education.