The recent report from SponsorUnited shows that college basketball athletes, RJ Davis and JuJu Watkins, are at the forefront of Name, Image and Likeness (NIL) deals, leading male and female counterparts in endorsements. The NIL economy has blossomed into a $1 billion industry, with significant growth in women’s athletics, particularly basketball, where social media engagement and follower counts favor athletes like Paige Bueckers. Notably, eight out of the top ten in audience engagement are women, indicating a shift in marketability and interest in women’s sports.
"Basketball consistently dominates NIL deals because it perfectly combines visibility, personality and cultural impact," SponsorUnited CEO Bob Lynch told ESPN.
"Players like Caitlin Clark and JuJu Watkins aren't just athletes, they're compelling storytellers whose careers are closely followed from high school through college," Lynch said.
Bueckers, who led the Huskies to a Final Four berth, added about 3 million followers on her social media platforms in the past 12 months.
"Businesses are realizing that investing in women's sports is a good business decision," said Bob Lynch.
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