{"id":59563,"date":"2021-09-30T05:00:46","date_gmt":"2021-09-30T09:00:46","guid":{"rendered":"https:\/\/world.edu\/?p=59563"},"modified":"2021-09-30T05:00:46","modified_gmt":"2021-09-30T09:00:46","slug":"new-ncaa-endorsement-rules-could-benefit-women-more-than-men","status":"publish","type":"post","link":"https:\/\/world.edu\/new-ncaa-endorsement-rules-could-benefit-women-more-than-men\/","title":{"rendered":"New NCAA endorsement rules could benefit women more than men"},"content":{"rendered":"

\"\"
\nOnly one week after the NCAA\u00a0changed its endorsement rules<\/a>\u00a0on July 1, 2021, women college athletes found themselves on\u00a0billboards<\/a>\u00a0in\u00a0Times Square<\/a>\u00a0in New York, launching a\u00a0clothing line collaboration<\/a>\u00a0and signing sponsorship deals for brands including a\u00a0wireless carrier<\/a>\u00a0and a\u00a0fast-food chain<\/a>.<\/p>\n

Women college athletes have historically been far\u00a0more limited<\/a>\u00a0in their ability to profit off their athletic skills compared to their male counterparts. As an assistant professor of sport management who\u00a0researches gender equity in college athletics<\/a>, I believe the new\u00a0name, image and likeness rules<\/a>\u00a0will begin to level the playing field.<\/p>\n

In fact,\u00a0women college athletes<\/a>\u00a0may have the most to gain from the NCAA change.<\/p>\n

Highly underrepresented<\/strong><\/h4>\n

Throughout collegiate and professional sports, women are underrepresented among\u00a0players<\/a>,\u00a0coaches<\/a>,\u00a0administrators<\/a>\u00a0and\u00a0front office employees<\/a>.<\/p>\n

At best,\u00a0the proportions of women<\/a>\u00a0working in college and professional sports have remained\u00a0relatively stagnant<\/a>\u00a0over the past decade, with some\u00a0high-profile gains<\/a>\u00a0at the\u00a0men\u2019s professional<\/a>\u00a0league levels<\/a>.<\/p>\n

Men account for\u00a0roughly 60%<\/a>\u00a0of all NCAA women\u2019s program head coaches and\u00a098%<\/a>\u00a0of men\u2019s program head coaches. Furthermore,\u00a076%<\/a>\u00a0of Division 1 NCAA athletic directors, the highest administrative role, are held by white men.<\/p>\n

These imbalances have caused many women college athletes to\u00a0second-guess their ability to make a career<\/a>\u00a0in college coaching.<\/p>\n

Much lower salaries<\/strong><\/h4>\n

The average player salary in the WNBA is\u00a0US$130,000<\/a>, and the minimum salary is $59,000. In comparison, the average NBA salary for the 2021-2022 season is\u00a0$7.5 million<\/a>, with a minimum salary of\u00a0roughly $925,000<\/a>. The NBA minor league basketball organization, the NBA G League, pays select players\u00a0$125,000 per season<\/a>.<\/p>\n

Women\u2019s tennis provides some of the highest player salaries at an average of\u00a0roughly $285,000 per season<\/a>, but the salary totals for professional women athletes in other sports drop significantly from that starting point.<\/p>\n

For professional women\u2019s soccer, the average is\u00a0$35,000<\/a>. Professional men\u2019s soccer players earn roughly\u00a0$400,000<\/a>\u00a0on average.<\/p>\n

For professional fast-pitch softball, the number falls to a mere\u00a0$6,000 per season<\/a>. The average salary for Major League Baseball, meanwhile, was roughly\u00a0$4.2 million<\/a>\u00a0for the 2019 season.<\/p>\n

So, even when women athletes play professionally, they often\u00a0do not earn enough<\/a>\u00a0for it to be their sole occupation.<\/p>\n

Fewer opportunities to go pro<\/strong><\/h4>\n

Women college athletes also have fewer opportunities to play their sport at the professional level. That is to say, making a professional team is even more difficult for women college athletes than men.<\/p>\n

For example, the WNBA is the toughest North American professional sports league to earn a roster spot within, given the total number of teams and roster limits. The WNBA has only\u00a012 teams<\/a>, and each roster is limited to\u00a012 players<\/a>. For comparison, the NBA has\u00a030 teams<\/a>\u00a0and the roster permits 15 total players, as well as 29\u00a0G League teams<\/a>\u00a0with no roster limit of up to 13 players.<\/p>\n

Highly marketable<\/strong><\/h4>\n

Despite their limited sport career prospects, women college athletes are highly marketable. This is evident in the\u00a0growth in viewership<\/a>\u00a0for events such as the NCAA women\u2019s gymnastics championship and the NCAA Women\u2019s College World Series. For the\u00a02020 Women\u2019s College World Series<\/a>, the average per game viewership was roughly 1.2 million, 10% higher than 2019. The 2020 women\u2019s gymnastics final averaged\u00a0over 800,000 viewers<\/a>\u00a0\u2013 five times more viewers than in 2019.<\/p>\n

Women college athletes have also been shown to\u00a0be savvy social media users<\/a>, with some gaining hundreds of thousands of followers.<\/p>\n

In fact, one\u00a02021 analysis of projected earnings<\/a>\u00a0conducted by the marketing platform\u00a0Opendorse<\/a>\u00a0found that\u00a0eight of the top 10<\/a>\u00a0most followed social media profiles among NCAA Tournament Elite Eight basketball players belonged to women athletes. These numbers were calculated by combining their total number of Twitter and Instagram followers.<\/p>\n

This equates to higher earning power, as the top two women\u2019s accounts range in potential endorsement value from\u00a0$382,000 to $965,000 a year<\/a>. Much of the earning potential is based on sponsored social media posts.<\/p>\n

Some women college cheerleaders have already been earning upwards of\u00a0$5,000 per Instagram post<\/a>, as their sport is not governed by NCAA bylaws.<\/p>\n

A similar 2020 analysis conducted by Athletic Director U found that, among all college athletes regardless of sport,\u00a0more women than men<\/a>\u00a0\u2013 14 versus 11 \u2013 are projected to be among the top 25 earners of endorsement revenue based on social reach. The annual projected endorsement potential for these top women college athletes ranged from $34,000 for Brooke Thomas of Oklahoma State University track and field to roughly $500,000 for Madison Kocian of UCLA gymnastics.<\/p>\n

Some top women college athletes have been preparing for endorsement deals by\u00a0signing contracts<\/a>\u00a0with talent management companies.\u00a0Paige Bueckers<\/a>, a University of Connecticut women\u2019s basketball player;\u00a0Cameron Brink<\/a>\u00a0of Stanford women\u2019s basketball; and\u00a0Sarah Fuller<\/a>\u00a0of Vanderbilt football and soccer are just a few of the college athletes that have recently signed with\u00a0Wasserman<\/a>, a sports marketing and talent management company based in Los Angeles.<\/p>\n

These women college athletes now have a\u00a0real opportunity to earn money<\/a>\u00a0off their skills as athletes in ways other professional sport career paths could never guarantee.<\/p>\n

Author Bio: <\/strong>Lindsey Darvin is Assistant Professor of Sport Management at the State University of New York College at Cortland<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Only one week after the NCAA\u00a0changed its endorsement rules\u00a0on July 1, 2021, women college athletes found themselves on\u00a0billboards\u00a0in\u00a0Times Square\u00a0in New York, launching a\u00a0clothing line collaboration\u00a0and signing sponsorship deals for brands including a\u00a0wireless carrier\u00a0and a\u00a0fast-food chain. Women college athletes have historically been far\u00a0more limited\u00a0in their ability to profit off their athletic skills compared to their male […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[357431],"tags":[422014],"coauthors":[11733],"class_list":["post-59563","post","type-post","status-publish","format-standard","hentry","category-university-sport","tag-endorsement-rules"],"acf":[],"yoast_head":"\nNew NCAA endorsement rules could benefit women more than men - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/new-ncaa-endorsement-rules-could-benefit-women-more-than-men\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"New NCAA endorsement rules could benefit women more than men - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Only one week after the NCAA\u00a0changed its endorsement rules\u00a0on July 1, 2021, women college athletes found themselves on\u00a0billboards\u00a0in\u00a0Times Square\u00a0in New York, launching a\u00a0clothing line collaboration\u00a0and signing sponsorship deals for brands including a\u00a0wireless carrier\u00a0and a\u00a0fast-food chain. 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