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

The National Collegiate Athletic Association (NCAA) has been grappling with the financial implications of the $2.8 billion settlement allowing schools to directly distribute revenue to athletes. While this settlement has provided a potential financial boost, the majority of it is being allocated to football and basketball programs.

This disparity has raised concerns among advocates for women's sports, who fear that the heightened commercialization of college sports could threaten the sustainability of other athletic departments.

Angela Dugalic, a forward for the UCLA women's basketball team, has expressed her concerns about the increased commercial pressures faced by women's sports. Dugalic, along with other advocates, is urging philanthropists to prioritize funding for women's and Olympic sports. Danette Leighton, the CEO of the Women's Sports Foundation, argues that the existing focus on college football has stifled the growth of other sports, particularly in the absence of proper funding and support.

Leighton believes that donors should allocate their resources directly to women's gymnastics, men's tennis, and other Olympic sports that have the potential to produce Olympians.

The current funding structure has created a predicament where schools may be forced to prioritize commercial interests over the long-term viability of their athletic programs. Celene Funke, a financial adviser who assists athletes, explains that the commercialization of sports has created a "Catch-22" situation for schools. Neglecting the name, image, and likeness (NIL) opportunities could result in the loss of donors, ticket sales, and overall revenue, ultimately jeopardizing the entire athletic department.

Funke emphasizes the need for additional safeguards to ensure that the support for women's and Olympic sports remains robust amidst the commercial pressures.