From Sidelines to Star Power

For decades, women’s sports have been underrepresented in media coverage, sponsorships, and fan engagement. But the introduction of Name, Image, and Likeness (NIL) laws in 2021 has catalyzed a shift, especially in women’s basketball. These changes are empowering athletes and providing brands new ways to connect with younger audiences who want to feel like they know the people they idolize.

What’s in a Name?

The NIL legislation allows college athletes to monetize their personal brands, and players like Caitlin Clark, Angel Reese, and Cameron Brink were quick to seize the opportunity. Clark, in particular, is absolutely nasty (Gen Z translation: insanely good) on the court. Her generational talent and aggressive style are riveting. When she and Reese went head-to-head, it wasn’t just a game. It was a cultural moment that sold tickets and sparked nationwide conversation.

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Past pushes for equity in women’s sports, like Megan Rapinoe’s advocacy in soccer, laid crucial groundwork. But social justice messaging alone doesn’t fill arenas. Equity matters, but entertainment gets butts in seats. Clark and Reese’s rivalry delivered both: raw talent and emotional stakes. And thanks to NIL, players can build brands as students, cementing cultural relevance early and extending influence beyond the court. Clark translated her dominance into off-court star power, securing partnerships with Nike, Gatorade, State Farm, Buick, and more. Her social media boasts over 2.29 million followers across Instagram and TikTok.

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The next wave is already in motion. USC’s JuJu Watkins checks the traditional boxes of athlete superstardom, like a major Nike deal, but she’s also expanding what that looks like. As the face of NYX’s “Make Them Look” campaign, she brings beauty and basketball into the same frame.

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Then there’s Flau’jae Johnson, the ultimate multi-hyphenate. She balances a rap career under JAY-Z’s Roc Nation with deals from Puma, JBL, Meta, and Taco Bell. Her ability to merge sports and music made her the top NIL earner in women’s college basketball, with an estimated $1.5 million in deals.

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UConn’s Paige Bueckers has carved out her own brand path, combining big-name sponsorships with purpose-driven work. She’s promoted financial literacy with Intuit and helped launch a free grocery store in partnership with Chegg.

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These athletes aren’t waiting to go pro; they’re building brands in real time with fans following every phase of their lives.

Their power in play

TikTok has been a major amplifier, turning athletes into influencers. The NCAA Women’s Basketball TikTok channel alone features over 74 million posts. Players share highlights, but also personality, style, and everyday life. For Gen Z who wants the full story—not just the final score—this builds real emotional investment.

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It’s translating to real-world impact: WNBA attendance is up 48%. ESPN viewership rose 170%. The Indiana Fever, led by rookie Caitlin Clark, averaged 17,000 fans per game (a 320% surge). While the NWSL also saw record highs with 11,250 fans per match (a 6% increase), the WNBA is operating on an entirely different level.‍

What this means for brands

Not Just Players, Protagonists
Don’t just get in early, get in smart. Look for athletes with talent and a strong narrative. Angel Reese isn’t just a baller; she’s a cultural magnet. Her rivalry with Clark drove national attention and sold out arenas. She flexed this momentum into attending the MET Gala and fronting campaigns for Thom Browne and Coach. That’s not just influence, that’s impact.

Let Them Cook

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Give athletes creative freedom. Not to be too Gen-Z-slangy, but “let them cook.” The most resonant content happens when brands step back and let players shape the story. Whether it’s showing off off-court passions or posting raw, unscripted moments, it builds real trust. Gen Z is hyper-aware; they know what’s real and what’s brand-safe filler.

Be Mindful

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With influence comes responsibility. As brands align with younger athletes, there’s a duty of care to consider. These players are still growing on the court and in life. Brands can offer mentorship by pairing athletes with more seasoned ambassadors, or providing access to financial advisors, legal experts, or performance coaches. Even outside the sports world, brands can tailor support—like Intuit helping Paige Bueckers navigate NIL taxes—to match their industry strengths. That’s how you build healthier, longer-lasting partnerships rooted in real care.

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The evolution of NIL laws hasn’t just transformed college basketball. It’s spotlighting young women as some of the most dynamic brand-builders in culture today. These athletes are confident, multidimensional, and deeply connected to their audiences. They move seamlessly between courts, red carpets, and social feeds, bringing their communities with them. Aligning with these emerging stars isn’t just about sports. It’s about staying culturally fluent, emotionally resonant, and ahead of where attention is going next.

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Article originally published in The Drum