College sports advocates press philanthropy to buffer NIL’s commercial pressure on women’s sports

While interest in women's sports is booming and preparations are underway for the 2028 Summer Games in Los Angeles, advocates are concerned that college athletic programs, which feed both systems, may face increased pressure from commercialization. According to Women's Sports Foundation CEO Danette Leighton, the business has centered on one product: college football, leaving room for other sports to thrive.

Philanthropy can help protect these teams by endowing scholarships for women's gymnastics or men's tennis, she suggested. The $2.8 billion House settlement allows schools to share more than $20 million in revenue directly with athletes each year, but most of that money goes to football and basketball. A Senate bill aims to provide protections and funding for Olympic and women's sports.

Some worry that efforts to commercialize the most lucrative sports could create a Catch-22 situation for schools, as they risk losing donors, ticket sales, and other revenue if they fail to keep up with name, image, and likeness opportunities. Tennessee Education Lottery CEO Rebecca Paul has established a $12 million estate gift for Butler University to create an endowed fund for women's athletics.

Paul, a former gymnast, believes women deserve the same opportunities to develop leadership skills as men.