Learfield reports 123% increase in female athlete NIL participation
Yahoo Sports • 1 min read • Latest: Jul 28, 2026, 5:51 PM
Last updated Jul 28, 2026
Learfield's report released on July 28, 2026, highlights a significant 123% increase in female athlete engagement in name, image, and likeness (NIL) activities during the 2025-26 fiscal year. Participation jumped from 2,136 to 4,772 athletes, with growing interest particularly in women's basketball and softball. Brands are increasingly partnering with female athletes for various promotional activities, benefiting from their strong social media engagement and authenticity in storytelling. Learfield's efforts indicate a shift in focus beyond traditional men's sports to emerging markets in women's athletics.
- •Learfield's NIL report shows increased female athlete participation.
- •Participation grew from 2,136 to 4,772 athletes in one year.
- •Women's basketball ranks third among all sports in NIL earnings.
- •Nationwide brands, including Geico and Uber, signed deals with athletes.
- •The report highlights a shift towards engagement in women's sports.
- 5:51 PMYahoo Sports — Female athletes surge in NIL deals as Learfield reports a 123% jump in participation
"College sports marketing company Learfield saw a 123% increase in female athlete participation in name, image and likeness compensation activities over the 2025-26 fiscal year, the company revealed in a report released Tuesday. “What we’re discovering with female student-athletes and their engagement with our brands is they’re excellent content creators and storytellers, they’re generally social media savvy and they have a genuine brand enthusiasm,” Fulp said. Since the NCAA approved NIL compensation in July 2021, high revenue-generating sports like football and basketball have topped the list of earners.
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