The NCAA men’s tournament may receive more exposure during MarchMadness, however, it's women’s basketball that’s dominant when it comes to cashing in on their celebrity.
Details on individual deals are not generally publicly released, not by the schools, athletes or the companies paying for the exposure. But it’s not hard to figure out and breakout performances — such as Bueckers’ 27-point effort in UConn’s double-overtime thriller over North Carolina State in front of a large TV audience — only enhance earning potential.
LaKeisha Marsh, a Chicago attorney who specializes in higher education and college athletics, agrees. There are general guidelines that limit what schools can do with NIL as a recruiting enticement, but it’s a very loose area Sen. Chris Murphy, D-Conn., has been pushing for some uniformity nationwide in how NIL rules are implemented, though Congress. He said it is especially important for women whose peak earning potential in athletics comes during their college careers. Experts note that there are only 12 WNBA rosters with 12 slots each, and the endorsement money there is not as deep as it is in college.
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